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Ryders Eyewear - Go To Market

Updated: Feb 24, 2020

Introducing a new premium lens technology to the US & European market.



After Ryders Eyewear was acquired by eyewear goliath Essilor, the brand made a significant shift from a 'high value, bang for buck' brand to a much more innovative premium brand. The FYRE Lens was (and still is to this day) the most high performance sunglass lens on the market - it packs 5 different technologies into one lens, transitioning from clear to full tint in under 8 seconds!


As the eCommerce & Digital Marketing Manager Fraser developed and executed a go-to-market strategy that targeted specific regions in the US & Europe. With a $xxx, xxx budget, he deploying a wide variety of digital marketing tactics that resulted in 3 FYRE SKU's being top earners for the B2C channel. Further, Fraser supported the sales team (22 reps) and international distributors with their B2B needs - the FYRE lens landed the brand in 43 REI locations. Progressing to become the Marketing Manager, Fraser continued to drive and support the FYRE Lens both online and in retail.


Here are samples of the assets that Fraser deployed while launching the FYRE Lens to the US and European markets



Technology focused product animation


The FYRE lens was reviewed endlessly - Fraser seeded product across an assortment of media partners, athletes and influencers...


https://www.pinkbike.com/news/ryders-introduces-the-fyre-lens-and-expands-their-antifog-collection.html

https://gearmashers.com/ryders-eyewear-roam-fyre-cycling-sunglasses-review/

https://www.pinkbike.com/news/ryders-roam-glasses-with-fyre-tech-review.html

https://gearjunkie.com/ryders-eyewear-fyre-cycling-sunglasses-review

https://nsmb.com/articles/ryders-fyre-lenses/

https://cyclingtips.com/2018/03/ryders-roam-fyre-cycling-eyewear-review/

https://gearography.com/review-ryders-roam-fyre-sunglasses/

https://reviews.mtbr.com/ryders-roam-fyre-sunglasses-review

https://www.vitalmtb.com/product/guide/Glasses,87/Ryders-Eyewear/Incline-Fyre,18814

https://www.cxmagazine.com/ryders-eyewear-photochromic-antifog-polarized-cycling-glasses/5


A temporary microsite to highlight the lens technology
Designed to be used as vertical backdrops in a trade show booth, these images were shot in-studio and feature a combination of professional athletes and models.


Website skins - media partnerships in Cycling (bike magazine, pinkbike, nsmb, dirtrag, etc.) and Outdoor (backpacker, gearjunkie, runnersworld, outside online, etc.) were leveraged as a channel to drive traffic, awareness, and conversion.












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