Varilux History

From ophthalmic optics research to the birth of Varilux lenses

The Varilux® brand was the dream of an exceptional man: Bernard Maitenaz. In the 1950’s, when trying on his father's flat-top bifocals, Bernard Maitenaz decided that the concept required some rethinking. As a 25-year- old engineer, he took on the challenge of creating a lens that would allow people to see from any distance: the progressive lens. On March 2nd, 1951, Bernard Maitenaz filed a Soleau envelope at the National Institute of Industrial Property in to officially register the date Varilux lenses were invented. The invention of progressive lenses represents a revolution for presbyopes! Gone are the days of multiple eyeglasses, thick lenses and bifocals, which split the lens in two to correct distance vision and near vision. Fifty years later, Varilux lenses have changed the lives of hundreds of millions of presbyopes and revolutionized the world of ophthalmic optics! Evolving towards a progressive lens that adapts to visual behavior 1959: Birth of the first progressive lens. The Varilux lens provides comfortable vision at any distance. 1972: Launch of Varilux2, the Mono Design progressive lens. Considerably improved, it offers enhanced visual comfort. 1988: Launch of the first Multi Design progressive lens. A fundamental innovation, this lens preserves the width of the near visual field and takes the evolution of the wearer's presbyopia into account. 1993: Launch of Varilux Comfort®. This lens adapts to visual behavior and the wide near field of vision. 2000: Launch of Varilux Panamic lenses, whose performance is based on Global Design Management, a technology that ensures perfect management of central, peripheral and binocular vision parameters. Varilux Panamic offers enlarged fields of vision, perfect adherence to the wearer’s visual behavior, and record adaptation times. 2006: Launch of the Varilux Physio® progressive lens. Through the use of W.A.V.E. Technology™: Wavefront Advanced Vision Enhancement, the Varilux Physio family ushers in a new era of sharper vision at every distance for presbyopes. 2008: Launch of Varilux Ipseo IV™ - With this lens, Varilux adopts high fashion methods: Varilux Ipseo IV lenses are custom-made and adapted to the each person's visual behavior. This innovation is made possible by using virtual reality technologies. 2010: Launch of Varilux Comfort re-designed - As the leading brand in the ophthalmic market, Varilux continuously explores the world of presbyopia and keeps innovating to provide natural vision to all wearers. This innovation relies on Essilor research & design’s unique 4 steps program known as Live Optics®. 2012: Launch of Varilux S Series™ lenses – Through Varilux S Series lenses Essilor delivers another revolution in progressive lenses to the market. Varilux S Series is the first line of digital progressive lenses that provides a real breakthrough in patient experience for both first-time and experienced progressive lens wearers. Ranked #1 on every lens feature by real patients in independent studies, Varilux S Series is undeniably in a class of its own when it comes to addressing issues like swim, motion stability, expansive vision and personalization. Today: Varilux continues on the path of innovation. We are constantly working to bring the best and most technologically advanced lenses to the market!

Jay Binkowitz [email protected]

RAY-BAN: Throughout its seven-and-a-half decades, Ray-Ban has been instrumental in pushing boundaries in music and the arts, forging the rise of celebrity culture, and creating the power of the rock and movie stars to influence fashion. From James Dean to Audrey Hepburn to Michael Jackson, Ray-Ban has proven indispensible for cultural icons who don’t want to be seen - but definitely want to be noticed. Ray-Ban has left an indelible mark on culture history. 1930s: All about Aviation As new airplanes allowed people to fly higher and farther, many US pilots were reporting that the glare from the sun was giving them headaches and altitude sickness. A new kind of glasses was introduced with green lenses that could cut out the glare without obscuring vision, and the Ray-Ban brand was born. This new anti-glare eyewear went on sale to the public in 1937. The original glasses featured a plastic frame with the now classic Aviator shape. The sunglasses were remodeled with a metal frame the following year and rebranded as the Ray-Ban Aviator. It wasn’t long before the popularity of Ray-Ban spread from pilots to anyone with an outdoor lifestyle. In 1938, the Ray-Ban Shooter was launched in both the green lens and the pale yellow Kalichrome lens, which sharpens detail and minimizes haze by filtering out blue light, making it ideal for misty conditions. The “cigarette-holder” middle circle, designed to free the hands of the shooter, is the signature of this icon. Ray-Ban continued to expand its catalog - and customer base - with the launch of the Ray-Ban Outdoorsman model the following year. Originally called “Skeet Glass” and designed for specific groups such as hunting, shooting and fishing enthusiasts, the top bar and temple end pieces have been covered through years with different materials, including nacre and calf leather. 1940s: Aviation and More World War II saw American Air Force pilots continue to rely on Ray-Ban. Research and development resulted in innovations such as the gradient mirror lens, which featured a special coating on the upper part of the lens for enhanced protection, but an uncoated lower lens for a clear view of the plane’s instrument panel. Though designed for military use, these products and innovations resonated with civilians who wanted to enjoy the same high-performance tools the pros were using. Military influence on fashion was undeniable: Army and Navy regulation t-shirts were a staple of 1940s fashion, and civilians eager to emulate pilots sported cool new sunglasses. Ray-Ban had jumped decisively from military function to pop culture fashion—without losing any of their trademark effectiveness. 1950s: Hollywood Glam In the wake of WWII, Hollywood was having an increasingly powerful impact on what people wore. The Ray-Ban Wayfarer model was launched in 1952, and once they had been seen on screen legends such as James Dean in 1955’s Rebel Without a Cause and later on Audrey Hepburn in 1961’s Breakfast at Tiffany’s, Ray-Ban Wayfarer became one of the most instantly recognizable fashion accessories ever. All the while, Ray-Ban continued to innovate. Introduced in 1953, Ray-Ban Signet sunglasses feature an eye catching gold or silver bands at the nose bridge, front corners, and ear stems. The original Ray-Ban Signet would spawn multiple updates, including the 2011 Ray-Ban Johnny Marr’s Limited Edition customized by the guitarist for the legendary British indie rock band The Smiths. Further innovations of the 1950s included the G-15 gray lens (1953) - a neutral gray lens giving true color vision and exceptionally comfortable protection even in most dazzling glare - and a fourth metal frame style, the Ray-Ban Caravan (1957), a squarer version of the Ray-Ban Aviator later worn by Robert De Niro in 1976’s Taxi Driver. A dedicated women’s range was introduced in 1958, including frames in different colors with decorative flourishes that kept pace with contemporary fashion.

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RAY BAN 1960s: Revolution and Change Embracing the 1960s zeitgeist of change and revolution, Ray-Ban adapted right along with the changing times. From roughly thirty models at the beginning of the decade, the catalog had expanded to fifty by 1969, including styles for men, women and children. Ray- Ban had become the world’s leader in eyewear through its reputation for style and quality, from the glasses themselves to the specially made leather and vinyl cases that protected them when not in use. Ray-Ban continued to create new styles and Hollywood stars continued to wear them. The Ray-Ban Olympian I and II were introduced in 1965 and worn by Peter Fonda in Easy Rider in 1969. The frames feature a gently curving metal bridge and rounded rectangle lenses, reinterpreting a classic with a sleek and elegant twist. Ray-Ban Balorama sunglasses emerged in 1968 and were famously worn by Clint Eastwood in Dirty Harry in 1971. Meanwhile, Bob Dylan was rarely seen without his Ray-Ban Wayfarer, the dark lenses adding to his enigmatic non-conformist appeal. Additional 1960s debuts were the angular, masculine Ray-Ban Meteor and the cat eye-shaped Ray-Ban Laramie. 1970s: Sporting Chance Disco was king in the 1970s, and disco meant dressing to impress, which often included cool shades-even indoors. By now the eyewear market was becoming more sophisticated and had developed in two distinct directions: sportswear necessity and fashion accessory. Ray-Ban launched two models, the Ray-Ban Vagabond and Ray-Ban Stateside, each with plastic frames and two types of lenses: the G-31 mirror lens and the standard G-15 lens. Re-introduced in 2010, the Ray-Ban Vagabond was updated with slightly teardrop-shaped lenses for a cool, retro look. The 1970s saw further product expansion and technical innovation: mountaineering glasses with mirrored lenses and leather side shields were developed to reflect glare and protect the eyes from sun and wind. Ray-Ban expanded its offerings to include prescription eyewear as well as sunglasses. In 1974, the photochromic Ambermatic lens was introduced, able to change color depending on light conditions. The Ambermatic highlighted outlines and shapes, even on snow, and darkened especially intense light, making it particularly good for winter sports. 1980s: Stage and Screen In the decade of arcade games, MTV, and the Brat Pack, Ray-Ban was one of the must-have brands. In the movies, there were leading roles for Ray-Ban Wayfarer in The Blues Brothers (1980) and Risky Business (1983). Top Gun (1986) took Ray-Ban Aviator back to their fighter pilot roots, boosting sales of the Ray-Ban original. Michael Jackson established his signature look when he showed up at the 1984 Grammys in a pair of Ray-Ban Aviator. But it was Ray- Ban Wayfarer he chose for his epic Bad tour , which ran from 1987-89 and became the highest-attended tour in history. 1990s: A New Era for Ray-Ban Ray-Ban continued to be a movie favorite in the 1990s: the Ray-Ban Clubmaster was worn by Denzel Washington in Malcolm X (1992) and Tim Roth in Reservoir Dogs (1992). 1997 saw Will Smith and Tommy Lee Jones wearing Ray-Ban Predator in Men in Black while Johnny Depp wore a pair of Ray-Ban Shooter in 1998’s Fear and Loathing in Las Vegas. In 1999 Luxottica Group acquired the Bausch & Lomb frames business, including the brands Ray-Ban, Arnette, Killer-Loop Eyewear and REVO. 2000s: Culture and Communication Major expansion of the Ray-Ban brand in 2003 included Ray-Ban Optical for prescription lenses and Ray-Ban Junior for children. Ray-Ban Optical draws on the brand’s pop culture heritage and meticulous craftsmanship to create contemporary eyewear infused with Ray- Ban lifestyle and quality. The first sunglass collection dedicated exclusively to kids aged 8 to 12 years

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RAY BAN

In 2006 came a complete overhaul of the Ray-Ban Wayfarer. Music photographer Mick Rock was commissioned to create a new series of photos, Ray-Ban Uncut: the Wayfarer Session, with indie rock music luminaries such as Peaches, James Murphy of LCD Soundsystem, Bobby Gillespie of Primal Scream and Johnny Marr of The Smiths reinterpreting the updated eyewear classic. In 2007 Ray-Ban launched the NEVER HIDE campaign, an innovative global media plan highlighting Ray-Ban’s unique ability to place the Ray-Ban wearer at the center of attention with a timeless cool statement. NEVER HIDE kicked off with an interactive project in NYC’s Times Square featuring 12 screens displaying images submitted by Ray-Ban wearers who wanted to express themselves honestly and spontaneously at “the crossroads of the world.” The images were then displayed in a gallery on Ray-Ban.com so that the NEVER HIDE experience would continue worldwide, showcasing Ray-Ban’s ability to celebrate the individual and the movement. Ray-Ban Remasters was launched in 2008, an ongoing series of multimedia collaborations. The first project featured eight international musical acts, including The Kills, Black Kids, Ladyhawke, Ipso Facto and Paolo Nutini. Each recorded a cover of a song of their choice from the 1950s and 1960s - the decades that inspired the Ray-Ban Clubmaster - and performed it live at gigs in New York, and Milan. Ray-Ban re-works its most iconic models in an explosion of fresh color for 2009 with Never Hide Colorize Communication Campaign. Ray-Ban Wayfarer Colorize Kit allowed fans to create their own unique pair of shades. The kit contained a pair of white Ray-Ban Wayfarer along with stencils and five markers specially designed for coloring the surface of the frames. Additional recent Ray-Ban Wayfarer updates include models featuring designs printed on the interior of the frames, such as the NYC subway map and striking floral and striped patterns. The color palette is extended with Ray-Ban Rare Prints series features trends in pop culture, cinema, and advertising, and is available in two themes: “Comics” and “Button Pins.” Ray-Ban re-affirms its leadership in innovation and technology by giving birth to a new segment within the collection. The Ray-Ban Tech Carbon Fiber Collection incorporates the extraordinarily sturdy yet extremely lightweight quality of carbon fiber. The collection features wraparound temples composed of seven carbon fiber layers, resulting in extremely lightweight, flexible, and exceptionally durable frames. The P3 (polycarbonate) and P3PLUS (crystal) lenses guarantee exceptional polarization and more vivid and high-definition colors. An anti-reflective coating is also applied to eliminate glare and provide full protection from harmful UV rays. 2010s: Updates, Advances and Celebrating 75 Years In 2010, it was the Ray-Ban Aviator’s turn back in the spotlight. Renowned rock photographer Kevin Cummins shot music icons past and present - including The Virgins, The Big Pink, We Are Scientists and Iggy Pop - wearing various models from within the Ray-Ban Aviator family. 2011 saw the launch of Ray-Ban Light Ray, a new sunglass and prescription eyewear collection that expands the Tech Segment. Ray-Ban Light Ray prescription frames are constructed with a hypoallergenic, durable, flexible, and incredibly lightweight titanium alloy. Further, each pair of Ray-Ban Light Ray sunglasses comes with a kit of three interchangeable lenses for users to personalize the look of their glasses every day. Ray-Ban has recently unveiled its most celebrated models reinterpreted with a modern take. Originally launched in the ’80s, the feminine Ray-Ban Cats 1000 were recently reintroduced with an elongated and rounded design in an array of bright and bold colors, including three different two-tone variations and a smoky lens. The masculine Ray-Ban Cats 5000 received a similar update, including two-tone models of purple and white, gray and blue, and pink and black. Ray-Ban continued to update the classics in 2011 by re-introducing three lens colors from the 1960s - pink, blue and green - for the Ray-Ban Round, Meteor and Laramie models. The following year, Ray-Ban introduced twenty new gradient lens colors, including a number of bi-gradient color combinations.

Jay Binkowitz [email protected]

RAY BAN

On March 21st, 2011 thousands of Ray-Ban fans gathered in prime locations around the globe -Shanghai, Delhi, Istanbul, , , , Barcelona, , New York, Austin, Rio de Janeiro and Cancun - to celebrate a groundbreaking evolution of the NEVER HIDE campaign. As one of the leading digital events to date, visitors were photographed and streamed live at Ray-Ban.com while performing at the NEVER HIDE event locations worldwide. As an integrated approach, fans could also share their photos with friends at Ray-Ban.com and on Ray-Ban social network fan pages, reaching over 10 million Facebook users through feeds of Ray-Ban posts. 2011 also saw musicians mobilize for Ray-Ban: Johnny Marr, guitarist for legendary indie rockers The Smiths, developed five diverse elements challenging five up-and-coming rock acts - Au Revoir Simone, Best Coast, Carsick Cars, Mona and Tom Vek - to write their own track using those as inspiration. In addition, Marr inspired and helped design his own model, Ray-Ban Johnny Marr’s Limited Edition: 1,500 numbered gunmetal Signet with light blue lenses signed “Johnny” on the temple tip. While style and a connection to culture are key to Ray-Ban’s success, technology has always driven the brand. The origin of Ray-Ban lies in a technological response to a challenge facing pilots over 75 years ago and Ray-Ban continues in 2012 to embrace technology as it develops new models for the future. The most recent technological advance for Ray-Ban is the incorporation of LiteForce, a cutting- edge material (thermoplastic) that has provided solutions for the automobile, aerospace, electronics, and medical industries. Applied to the iconic Ray-Ban Aviator model, LiteForce offers the same strength as a traditional frame and even greater flexibility. Strength and flexibility will continue to underpin Ray-Ban for the next 75 years. In 2012, Ray-Ban celebrates its heritage with its “Legends” Communication Campaign, featuring a profile of a real person from every decade of Ray-Ban’s existence, and the campaign image they inspired. Seven shots illustrate seven decades from the 1930’s to today, showing how Ray-Ban has always been at the forefront of cultural change, inspiring those who share its ethos to NEVER HIDE. Ray-Ban will also celebrate its 75th anniversary with a limited edition book of rare iconic images pulled from the worlds of music, film, style, and popular culture, all put into context by leading cultural commentators. In addition, the Ray-Ban Ambermatic 2012 Limited Edition will reinterpret four classic Ray-Ban Aviator styles with the legendary 1978 photochromic lens. Through every decade of its existence, Ray-Ban has shaped popular culture. Never just a transient trend, Ray-Ban eyewear marks out the wearer as an individual of taste and discernment. And now, 75 years after the first pairs of Ray-Ban Aviator helped US pilots reach new heights, Ray-Ban remains an enduring classic.

Jay Binkowitz [email protected]

Prada The Prada brand dates back to the beginning of the last century. In 1913, Mario Prada opened a luxury store in the Galleria Vittorio Emanuele II in Milan, selling leather handbags, travelling trunks, leather accessories and beauty cases, luxury accessories and articles of value. Thanks to its exclusively designed goods, handcrafted using fine materials and sophisticated techniques, Prada rapidly became a point of reference for European aristocracy and the most elegant members of the haute-bourgeoisie in Europe. In 1919, PRADA became an official supplier to the Italian Royal Family. Over the years, the Prada name gained increasing renown and prestige. The Group saw a turning point in the development of its activities at the end of the Seventies, when Miuccia Prada, Mario's grand-daughter, launched a partnership with Patrizio Bertelli, a Tuscan businessman already involved in the leather goods sector with Granello and Sir Robert. This partnership combined creativity and business ideas to commence a new era. In 1977, Patrizio Bertelli set up I.P.I. spa to consolidate the production resources that he had built up over the previous ten years, including those of Sir Robert and Granello. In the same year, I.P.I. spa obtained an exclusive license from Miuccia Prada to produce and distribute leather goods bearing the Prada brand name. In the following years, the activities of the two families were gradually brought together within a single Group and, in 2003, IPI spa was merged into PRADA spa. In 1983, the Prada family opened a second store in the prestigious Via della Spiga in Milan. The new store showcased the new brand image as it blended traditional elements with a modern architectural setting and would represent a revolution and a benchmark for luxury retail. In response to the growing demand for and appreciation of Prada products, the range was extended from leather goods (such as bags, luggage and accessories) to include footwear, as well as men’s and women’s ready-to-wear apparel. From 1986, new stores were opened in New York and , followed by London, Paris and . The first Prada womens wear fashion show was held in Milan in 1988. In 1993, Ms. Miuccia Prada’s creative inspiration led to the establishment of a new brand ― Miu Miu ― designed for women who are particularly fashion-forward and interested in trendy and sophisticated fashion and lifestyle. Miu Miu now offers women’s ready-to-wear, leather goods and shoes, and is an increasingly important component of our Group’s sales.

Jay Binkowitz [email protected]

OPTOS

Optos plc has the vision to be The retina company. We aim to be recognized as a leading provider of devices and solutions to eye care professionals for improved patient care. Optos' core devices produce ultra wide field, high resolution digital images (optomaps) of approximately 82% of the retina, something no other device is capable of doing in any one image.

Optos has a range of imaging devices that support different customer segments and patient levels: the P200 and 200Dx devices are concentrated on wellness screening carried out by optometrists and ophthalmologists in primary care; the P200C devices are designed to meet the need for more exacting clinical imaging capabilities and standards in secondary care within the ophthalmology market and at optometric practices that are clinically managing a patient base with advanced ocular disease; and the P200MA and 200Tx devices supports ophthalmologists and retinal specialists in the medical care market.

Daytona represents the next generation of Optos ultra-wide field retinal imaging technology, and has been scaled to accommodate smaller office spaces while providing high resolution imaging, and adding new auto-fluorescence capabilities. Weighing only about 25 kg, Daytona's new, ergonomic body is designed to increase patient comfort, as well as make it easier to correctly position the eye. In addition to the smaller, sleeker design, Daytona features an improved user interface with its intuitive, workflow based software. Daytona also offers "plug- n-play" installation, a modular robust build-design to simplify product support, image review capabilities and electronic image storage options. Daytona was designed to allow the globalization of the core Optos imaging technology, giving the opportunity to offer the benefits of optomap technology to more eye care professionals and their patients around the world.

The acquisition of OPKO instrumentation in October 2011 brought the group optical coherence tomography ("OCT") diagnostic devices and optical ultrasound scanners, used in the diagnosis and management of eye disease and conditions. Optos' wide field retinal imaging technology, combined with the specific data that can be derived from OCT images, has the potential to offer ophthalmologists and optometrists the most powerful tools for disease diagnosis and management. The optomap images provide enhanced clinical information which facilitates the early detection, management and treatment of disorders and diseases evidenced in the retina such as retinal detachments and tears, glaucoma, diabetic retinopathy and age-related macular degeneration. Retinal imaging can also indicate evidence of non-eye or systemic diseases such as hypertension and certain cancers. OCT delivers an image that shows a three dimensional, cross- sectional view of the retina in any particular area, typically in the central pole area of the retina around the optic nerve and macula and is used to detect the presence of and understand the severity of disease, determine treatment approaches and monitor post-treatment effect.

Our expanded product range now includes ultra-wide field imaging, OCT, visual acuity, perimetry and treatment laser products.

Optos was founded and incorporated in 1992 by Douglas Anderson after his then five-year-old son went blind in one eye when a retinal detachment was detected too late. Although his son was having regular eye exams, routine exams were uncomfortable, especially for a child, which made it impossible for the doctor to conduct a complete exam and view the entire retina. Anderson set out to commercialize a patient-friendly retinal image product that encompassed a digital wide field image of the retina in a single capture.

In 1999 the P200 received both 510k clearance from the FDA and the EU CE marking, and full commercial launch occurred in the UK and US in 2000 with sales in Canada from 2003 and from 2004. Subsequently the devices have been sold or placed in Austria, Switzerland, France, Spain, Norway and Sweden with some limited penetration in Korea, China and Australia.

The Company was financed through angel and venture capital investors until its flotation on the London stock Exchange in February 2006.

At Optos, we believe that our technology and preventative eye care screening leads to the diagnosis and treatment of eye and non-eye disease at an earlier stage – this can save sight and save lives. Our optomap Retinal Exam provides eye care professionals with enhanced diagnostic capabilities and our team takes pride in working closely with our customers to help them improve the lives of their patients.

Jay Binkowitz [email protected]

OPTOS

We aim to operate to high standards in all our activities, employ skilled and responsible people and strive to build trusted relationships within the markets where we do business. We strive for E3 - Excellence Every day in everything we do.

Optos believes in the tenets of good citizenship. Across our markets, a variety of local, regional, national and international organizations work tirelessly to address community needs. Support for these worthy causes and initiatives means an investment in the future which serves to help create better communities.

Learning is our passion. We believe that our own success reflects our commitment to being a learning organization. The benefits of learning are immeasurable. Learning gives us the tools and the knowledge to make new discoveries and improve everyday life. It gives us the courage to turn dreams into reality.

Providing a work place where people can achieve both their personal and professional goals makes good business sense. We believe it is important to create a work environment in which our employees can achieve the right balance between the demands of their workday and the rest of their busy lives. It means that we can attract better and more talented employees. It means our customers get better service. And, it means that we will continue to be a truly innovative, enterprising and inspired company.

Optos has a clear policy on health and safety and is committed to delivering excellent performance in these areas through measurement of our operations in safety management and protection of health both internally and externally.

We are proud of our culture in which our staff feel responsible and assume responsibility for making a difference in delivering high standards within the organization and to our customers.

Optos does not and has not been required to test its technology or products on animals.

We often partner with our customers to offer the optomap Retinal Examination during National Diabetes Month and at selected Health Fairs. We participate in Career Days at local schools and support summer student placements.

We also work with the Special Olympics, providing the optomap Retinal Exam for the Special Olympics Opening Eyes program, which is a joint effort between the Special Olympics and Lions Club International. Many of our employees are active volunteers within their communities, giving generously of their time and energy to a number of worthwhile causes, such as Wear it Pink Day in the UK for Breast Cancer Awareness.

Jay Binkowitz [email protected]

Oakley

“Who made these rules, anyway?” A mad scientist named Jim Jannard began questioning the limits of industry standards. “No one believed my ideas,” said Jim. “No one would listen.” In 1975, he went into business for himself. Jim started Oakley with $300 and the simple idea of making products that work better and look better than anything else out there. In his garage lab, Jim developed a new kind of motorcycle handgrip with a unique tread and a shape that fit the rider’s closed hand. “Everything in the world can and will be made better,” Jim told skeptics, “The only questions are, ‘when and by whom?’” Top pros took notice of the new design and its material that actually increased grip with sweat. “If you’re going to do something, be brave and jump in, but do something meaningful.” For Jim, that meant challenging the limits of conventional thinking. His homespun company was struggling yet his next invention would become a mainstay in MX racing for 17 years. Jim created the O Frame® goggle with a lens curved in the perfect arc of a cylinder. Pros like Mark Barnett, Marty Smith, Johnny O‘Mara and Jeff Ward championed its clarity and wide peripheral view. “I always knew we would succeed. That comes from believing in what you’re doing, and striving to do it better than anyone thought possible.” Jim went back to his lab and started reinventing sunglasses for sports. Few believed it could be done successfully, and most thought the industry’s big companies could not be challenged. Jim used innovations from his previous inventions to create “Eyeshades®,” a design that began an evolution of eyewear from generic accessory to vital equipment. The first world-class competitor to approach the company was Greg LeMond, who became a three-time winner of the Tour de France. Other pros like Scott Tinley and Mark Allen demanded the performance and protection offered by Eyeshades®. “Inventions wrapped in art. Oakley was founded on that idea, and it still defines us.” Decades of innovation brought new product technologies, blends of science and art that have been awarded more than 600 patents worldwide. Today, Jannard’s brand has become the mark of excellence and the solution to challenges facing those who cannot compromise on performance.

Jay Binkowitz [email protected]

Nike Before there was the , before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.

Bill Bowerman was a nationally respected track and field coach at the University of Oregon, who was constantly seeking ways to give his athletes a competitive advantage. He experimented with different track surfaces, re-hydration drinks and – most importantly – innovations in running shoes. But the established footwear manufacturers of the 1950s ignored the ideas he tried to offer them, so Bowerman began cobbling shoes for his runners.

Phil Knight was a talented middle-distance runner from Portland, who enrolled at Oregon in the fall of 1955 and competed for Bowerman’s track program. Upon graduating from Oregon, Knight earned his MBA in finance from Stanford University, where he wrote a paper that proposed quality running shoes could be manufactured in that would compete with more established German brands. But his letters to manufacturers in Japan and Asia went unanswered, so Knight took a chance.

He made a cold-call on the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. When the first set of sample shoes arrived, Knight sent several pairs to Bowerman, hoping to make a sale. Instead, Bowerman stunned Knight by offering to become his partner, and to provide his footwear design ideas to Tiger.

1960 - 1969: Founded on a handshake, $500 and mutual trust They shook hands to form Blue Ribbon Sports, pledged $500 each and placed their first order of 300 pairs of shoes in January 1964. Knight sold the shoes out of the trunk of his green Plymouth Valiant, while Bowerman began ripping apart Tiger shoes to see how he could make them lighter and better, and enlisted his University of Oregon runners to wear-test his creations. In essence, the foundation for what would become Nike had been established.

But Bowerman and Knight each had full-time jobs - Bowerman at Oregon and Knight at a Portland accounting firm - so they needed someone to manage the growing requirements of Blue Ribbon Sports. Enter Jeff Johnson, whom Knight had met at Stanford. A runner himself, Johnson became the first full-time employee of Blue Ribbon Sports in 1965, and quickly became an invaluable utility man for the start-up company.

1970 - 1979: The birth of the Nike brand, and company Johnson created the first product brochures, print ads and marketing materials, and even shot the photographs for the company’s catalogues. He established a mail-order system, opened the first BRS retail store (located in Santa Monica, Calif.) and managed shipping/receiving. He also designed several early Nike shoes, and even conjured up the name Nike in 1971.

Around this same time, the relationship between BRS and Onitsuka was falling apart. Knight and Bowerman were ready to make the jump from being a footwear distributor to designing and manufacturing their own brand of athletic shoes.

They selected a brand mark today known internationally as the “Swoosh,” which was created by a graphic design student at Portland State University named Carolyn Davidson. The new Nike line of footwear debuted in 1972, in time for the U.S. Track & Field Trials, which were held in Eugene, Ore.

One particular pair of shoes made a very different impression – literally – on the dozen or so runners who tried them. They featured a new innovation that Bowerman drew from his wife’s waffle iron – an outsole that had waffle-type nubs for traction but were lighter than traditional training shoes.

With a new logo, a new name and a new design innovation, what BRS now needed was an athlete to endorse and elevate the new Nike line. Fittingly for the company founded by Oregonians, they found such a young man from the small coastal town of Coos Bay, Ore. His name: Steve Prefontaine.

Prefontaine electrified the packed stands of Oregon’s Hayward Field during his college career from 1969 to 1973. He never lost any race at his home track over the one-mile distance, and quickly gained national exposure thanks to cover stories on magazines like Sports Illustrated and his fourth-place finish in 1972 in the 5,000m in Munich.

Pre challenged Bowerman, Johnson and BRS in general to stretch their creative talents. In turn, he became a powerful ambassador for BRS and Nike after he graduated from Oregon, making numerous appearances on behalf of BRS and sending pairs of Nike shoes to prospective runners along with personal notes of encouragement.

His tragic death at age 24 in 1975 cut short what many believed would have been an unparalleled career in track – at the time of his death, he held American records in seven distances from 2,000m to 10,000m. But Prefontaine’s fiery spirit lives on within Nike; Knight has often said that Pre is the “soul of Nike.”

Jay Binkowitz [email protected]

NIKE

1980 - 1989: A decade of transition and rededication Nike entered the 1980s on a roll, thanks to the successful launch of Nike Air technology in the Tailwind running shoe in 1979. By the end of 1980, Nike completed its IPO and became a publicly traded company. This began a period of transition, where several of Nike’s early pioneers decided to move on to other pursuits. Even stepped down as president for more than a year in 1983-1984, although he remained the chairman of the board and CEO.

By the mid-1980s, Nike had slipped from its position as the industry leader, in part because the company had badly miscalculated on the aerobics boom, giving upstart competitors an almost completely open field to develop the business. Fortunately, the debut of a new signature shoe for an NBA rookie by the name of Michael Jordan in 1985 helped bolster Nike’s bottom line.

In 1987, Nike readied a major product and marketing campaign designed to regain the industry lead and differentiate Nike from its competitors. The focal point was the Air Max, the first Nike footwear to feature Nike Air bags that were visible. The campaign was supported by a memorable TV ad whose soundtrack was the original Beatles’ recording of ‘Revolution.’

A year later, Nike built on its momentum from the ‘Revolution’ campaign by launching a broad yet empowering series of ads with the tagline “.” The series included three ads with a young two-sport athlete named Bo Jackson, who espoused the benefits of a new cross-training shoe.

In 1989, Nike’s cross-training business exploded, thanks in part to the incredibly popular “” ad campaign. By the end of the decade, Nike had regained its position as the industry leader, the first and only time a company in the athletic footwear/apparel industry has accomplished such a feat. Nike has never relinquished that position again.

1990 - 1999: Nike extends its reach Buoyed by a series of successful product launches and marketing campaigns, Nike entered the 1990s by christening its beautiful world headquarters in suburban Portland, Oregon. In November of 1990, Portland became the first home to a new retail-as-theatre experience called Niketown, which would earn numerous architectural design and retail awards and spawn more than a dozen other Niketown locations around the USA and internationally.

While Nike had designed footwear and apparel for golf and soccer for a number of years, the mid-1990s signaled a deepening commitment to truly excel in these sports. In 1994, Nike signed several individual players from what would be the World Cup- winning Brazilian National Team. In 1995, Nike signed the entire team, and began designing the team’s distinctive uniform. Nike also signed the US men’s and women’s national soccer teams, as well as dozens of national teams around the world.

In 1996, Nike Golf landed a vastly talented but as-yet-unproven young golfer named Eldrick “Tiger” Woods for a reported $5 million per year. Competitors laughed and critics howled at Nike’s "folly," until Tiger won the 1997 Masters by a record 12 strokes.

2000 - Present: Leading a new generation Nike rang in the new millennium with a new footwear cushioning system called , which debuted during Sydney in 2000. The development of Nike Shox culminated more than 15 years of perseverance and dedication, as Nike designers stuck with their idea until technology could catch up. The result was a cushioning and stability system worthy of joining Nike Air as the industry’s gold standard.

Just as Nike’s products have evolved, so has Nike’s approach to marketing. The 2002 “Secret Tournament” campaign was Nike’s first truly integrated, global marketing effort. Departing from the traditional “big athlete, big ad, big product” formula, Nike created a multi-faceted consumer experience in support of the World Cup.

“Secret Tournament” incorporated advertising, the Internet, public relations, retail and consumer events to create excitement for Nike’s soccer products and athletes in a way no single ad could ever achieve. This new integrated approach has become the cornerstone for Nike marketing and communications.

Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods to communicate directly with our consumers. The company has continued to expand in new ways, including strong growth in China and a deal to become the official sponsor of the National Football League (NFL) beginning in 2012.

At an investor meeting at its world headquarters in June 2011, NIKE, Inc. announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010. The company also increased its fiscal 2015 revenue target for the NIKE Brand to $24-25 billion, up from its previous target of $23 billion.

President and CEO said: “At NIKE, Inc. we run a complete offense, and it’s based on a core commitment to innovation. That’s how we stay opportunistic, serve the athlete, reward our shareholders, and continue to lead our industry.” Jay Binkowitz [email protected]

Coco Chanel

Before she changed the face of fashion with her haute couture dresses, sophisticated suits and luxury fragrances, Gabrielle "Coco" Chanel was a poor girl who came from humble beginnings.

Orphaned at a young age, Chanel made a living as a simple seamstress and cabaret performer. She earned the nickname "Coco" after one of the nightly songs she performed for drunken soldiers.

Her rags-to-riches story was widely unknown—as her fame grew, Chanel kept her modest childhood a secret. Her transformative journey is revealed in Coco Before Chanel, a French film starring Audrey Tautou in limited release beginning Friday, September 25, 2009.

"She was really quite a radical person," says Valerie Steele, director of The Museum at the Fashion Institute of Technology in New York City and author of Women of Fashion. "She grew up very poor—a kept woman who didn't want to just be somebody's mistress. She identified with wealthy men. She wanted to have the independence that they had."

The classic black-and-white palette, menswear-inspired design and simple elegance of the Chanel revered today are what made her a rebel in the 1920s and 30s. "She rejected a lot of the feminine styles of her day and created a kind of androgynous style," Steele says. "In a way, she was the first female dandy, which I think is still very powerfully modern."

The press could not get enough of her rebellious style. The Chanel brand thrived until economic depression and the outbreak of World War II caused her business to close in 1939. Chanel returned with a legendary fashion show in 1954, and in her 70s, she revived her brand to the influential status it holds to this day.

Steele credits the lasting Chanel legacy to the fashion house's current head designer, Karl Lagerfeld, who brought the label up-to-date in 1984. "He started using different materials like denim; he started exaggerating different features like the buttons and the double Cs," Steele says. "In many ways, Chanel would probably be rolling over in her grave in horror. On the other hand, that was necessary to make it relevant. He has certainly been brilliant in staying with the Chanel DNA, but then giving it shocks to make it modern."

As Chanel is often quoted, "Fashion passes, style remains." Even a woman who has never owned a Chanel piece is likely to have something inspired by the iconic designer.

Jay Binkowitz [email protected]