By Scott Kramer
Across much of the country, summer-like weather seems to be lasting longer than ever these days. And that means more sunshine for golfers to both embrace and contend with, which makes sunglasses even more necessary year-round.
For the course, there are a plethora of golf-specific sunglasses offered. Generally, these models are lightweight, can stay comfortably in place for 18 holes and offer lenses that let golfers better see their shots up in the sky, while also making out the contours of every putting surface.
Ideally, the best golf sunglasses are the ones golfers forget they’re even wearing. But sometimes even that is not enough.
“Golf-specific sunglasses need to do more than just block the sun. They should enhance your vision on the course,” says Kim Miller, Vice President of Sales at Revo.
“Our Drive lens is designed to highlight even the most subtle details, making it easier to read greens and spot slight breaks or slopes. It separates colors with incredible precision, giving golfers a clear edge in judging terrain. And our Evergreen lens is all about comfort and clarity outdoors. It cancels surface glare and makes greens and natural surroundings appear more vibrant, helping golfers stay focused and relaxed throughout the round.
“Both lenses offer 100 percent UV protection, keeping eyes sharp and protected from the first drive to the last putt.”
In fact, Revo’s lens technology was originally developed by NASA to protect satellite optics from intense solar radiation. The company adapted this technology for eyewear, allowing its lenses to selectively filter light, blocking harmful UV light while enhancing contrast and clarity. For golf, this means clearer vision with reduced glare from sunlight, water and bunkers. The lenses are tuned to boost contrast, making it easier to track the ball, read greens and gauge distance.
In addition, Oakley places great emphasis on its golf lens technology and continues offering its Prizm Golf lenses that give golfers a visual advantage by tuning light to create more contrast. Using various dyes, the brand’s technology removes a lot of the color green that golfers see through the lenses – allowing them to see yellows, browns and reds easier on the course.
That enhances what they see when it comes to reading greens, being able to more easily spot blemishes, undulations, live grass, dead grass and grain. And it prevents golfers from losing sight of the ball on long tee shots.
“Oakley’s Prizm Golf and Prizm Dark Golf lenses are made to help you see those typically hard-to-spot details and protect your eyes out on the course,” says Declan Lonergan, Director North America – Product for Oakley. “The lenses enhance color and contrast to fine-tune your vision so it’s easier to read the greens, spot fairway textures and follow the ball in the air.”
And, if you haven’t noticed, the world of high-tech, AI-powered sunglasses from areas outside of golf have been inching their way onto fairways, as well. For example, Revo’s Sonic sunglasses feature “RevoWhisper” technology that lets golfers enjoy music and podcasts without disrupting other golfers, or they can even take phone calls on them. Experts say this type of tech will continue integrating smart features into golf sunglasses.
Merchandising Sunglasses Tips
We talked with some manufacturers, golf shop merchandisers and PGA of America Professionals on this topic. They collectively offered their best tips on selling more sunglasses in your golf shop:
• Place sunglasses on a tower display for a more vertical presentation. To add a wow factor, Revo includes a video monitor with its tower displays that, when viewing with the sunglasses on, will tell customers the history behind the brand and lens technology.
• Oakley suggests leaning into seasonal moments and new product drops to generate hype around eyewear, and to spotlight how key innovations can level-up a player’s game. Creating disruptive in-store moments or displays that let the customer experience the product firsthand can also help bring innovation stories to life.
• Have your staff wear any sunglasses that the golf shop is selling. It educates employees more about the brands and the technology surrounding the lenses. Plus, it lets golfers see how good they look while they are being worn by others.
• Consider giving vouchers for sunglasses as a tee gift. This gets members and customers into your golf shop and may well promote extra sales.
• Educate golfers on why sun protection is so important. It may also lead to additional sales of suntan lotion, arm sleeves, hats and clothing.
• Merchandise sunglasses in your golf shop near other sun protection product displays. Make it a one-stop-shop store within a store.
•Bolle’s Victus Pro ($280) is geared for multiple sports. Light and flexible, its 3-axis rotation temples stay put, while ventilated half-rim construction and a rubber adjustable nosepiece maximize comfort.
•Maui Jim’s Hiehie ($369) features SuperThin Glass with PolarizedPlus2 lens technology. A signature native pattern on the temples adds a unique aesthetic.
•Nike’s ultralight titanium Ace Driver ($209) has extra traction on the silicone-wrapped temple tips, plus soft U-shaped silicone nose pads. Polarized lenses reduce reflective glare and offer 100 percent UVA/UVB protection.
•Oakley’s lightweight Masseter ($160) features a high wrap frame and rectangular lens shape. Built for all-day wear, it blocks peripheral glare while the Prizm lenses enhance color and contrast.
•Ray-Ban’s classic-looking, pilot-shaped RB4376 ($132) sports brown gradient lenses. It offers generous face coverage, as well as comfortable bridge and nose pads.
•Reks’ Wrap Around ($60) features Golf Trivex lenses that improve contrast and depth perception, allowing golfers to better read greens and track shots. Lightweight, unbreakable frames ensure comfort.
•Revo’s Sonic 3 ($370) includes Bluetooth noise-cancelling audio and NASA-based polarized lenses. The lightweight frame is handmade with biodegradable acetate and is waterproof.
•Tifosi’s Shumo ($40) has oversized lens coverage to better protect eyes from wind, debris and UV rays. Tinted for golf, the polycarbonate lenses are scratch-resistant and shatterproof.
•Under Armour’s UA Halftime Tuned ($91) are designed specifically for golf. The lenses help golfers better track the ball, while the frame sports a non-slip rubber trim.
