As the golf industry celebrates spring and the brighter, sunnier days that go along with it, many shops are beefing up their selection of sunglasses, which not only enhance a fashionable look but protect the golfer’s eyes from the sun’s harmful rays.
Golf sunglasses come in a variety of shapes and sizes. There are entry level brands like goodr and Sundog that can be kept on the counter for an impulse purchase, and then there are higher-end options like Oakley, Revo, Maui Jim and newcomer JONDO that are often kept in a locked case for a loftier shopping experience.
Jim Smith Jr., PGA of America Director of Golf/COO at Philadelphia Cricket Club in Flourtown, Pennsylvania, found a “dead” space in his golf shop and turned it into a great location for a sunglasses display. It is close to the counter for high visibility and easy for the staff to manage.
“It’s a simple way for us to monetize what would otherwise be unused space, and it further broadens our category options,” he says. “We don’t sell a lot of high-end sunglasses, but we kill it with Sundog. Lower-priced sunglasses are almost considered disposable items – people don’t care if they break or are lost, due to the lower price – so we make it easy to grab a pair for less than $100. We sell 150+ sunglasses a year with Sundog.”
At the higher end of the spectrum, market leader Oakley presents Sphaera and BiSphaera, the “groundbreaking eyewear duo” with the most extended field of view Oakley has ever offered. According to the company, these models feature efficient and sleek designs optimized for comfort and style “to inspire confidence and boundary-pushing performance, no matter the sport or athletic level."
Some of Spaera’s features include Prizm Lens Technology to help golfers see every detail, a lightweight O-Matter frame, front vent for enhanced airflow and secure Unobtainium nose pads and molded-in earsocks “for a no-slip grip even when you break a sweat.” BiSphaera, on the other hand, blends a “sporty aesthetic with adaptability to get your vision sport ready.” Designed with a similar brow and stem to Sphaera, they also offer lightweight and flexible comfort but with Prizm Lens Technology or Oakley Authentic Prescription lens options, the company says.
Revo, which has a rich history in innovation, technology and design, presents Sterling sunglasses, which blend sophistication, sustainability and performance for on- or off-course wearability. Features include a keyhole bridge and vintage-inspired design, while the spring hinges facilitate a custom, comfortable fit for long days on the golf course. Revo’s advanced NASA-based polarized lens technology and Light Management System selectively filter out harmful light like blue light and UV rays, improving contrast and reducing glare – “essential for maintaining focus and clarity while reading greens or tracking the ball under bright, sunny conditions,” the company says.
Also look for Revo’s Cove sunglasses, a lightweight and durable model with a handmade acetate frame and beta titanium flex temples to provide a secure, flexible fit that stays in place during the golf round. Like the Sterling, the Cove features Revo’s signature advanced polarized lens technology, giving golfers a clearer, more vibrant view of the course. “Whether you're lining up a putt or tracking your drive, Cove ensures superior visibility and eye protection, making it a perfect match for outdoor sports like golf, where both comfort and performance are crucial,” VP of Golf Kim Miller says.
Revo also offers a popular tournament gift program being utilized for between 100 and 150 events annually. Matt Summers, PGA of America Director of Golf at Bulle Rock Golf Course in Havre de Grace, Maryland, partnered with the company on a recent tournament gift, giving participants six Revo styles to choose from. “Sunglasses make a great gift, as they are functional for both golf and outside of golf for fashion/style use as well,” he says. “People are always hesitant to purchase a $249 pair of sunglasses, but at an event and when they get their choice, it makes it a great gift.”
JONDO, which is also making a major push in the golf market, recently welcomed four-time Major Champion and World Golf Hall of Famer Ernie Els as its official brand ambassador. Designed “with the specific needs of golfers in mind,” JONDO sunglasses combine advanced KRISP Lens Technology for enhanced depth perception and glare reduction, TR-90 frames for lightweight durability and 100 percent UV protection. The company, which made its US debut at the PGA Show earlier this year, offers models like the Club Champ, Dormie and Boetie – all in the $250 retail range.
And for a less expensive option, many clubs turn to goodr, whose wide variety of styles start at just $25 and are “no slip, no bounce, all polarized and all fun.” Two of its most popular models are the Flex G, featuring a half-rim lens design for better visibility when lining up a putt; and Bolt G, with a wraparound frame, half-rim design and built-in ventilation. Both are available in four colors and retail for around $35.
“We sell goodr sunglasses and sell them well,” says Kristen Everard, AGM, Director of Retail at Atlanta Athletic Club in John’s Creek, Georgia. “We display them on our counter as we do not use manufacturer displays. They’re just a great, colorful, whimsical item at a fantastic price point.”