The Michael Pachleitner Group (MPG) launched its first lines of prescription frames and sports eyewear under the Red Bull Racing Eyewear brand at the recent Opti fair in Munich. The functional sports eyewear range, which includes goggles, will also be shown at Ispo, the big international sports trade show starting in Munich next Sunday.
The Red Bull Racing line will be offered at sporting goods stores optical retail shops. Retailers will have to order a certain amount of pairs and demonstrate that they can implement a good marketing concept to become authorized dealers.
Red Bull Racing glasses will also be sold at fan shops during Formula One competitions. An online shop will be available on the company's website from next month.
The first step will be to sell the line via MPG sales reps in Austria, Germany and Switzerland. For the rest of the world, the product line will be sold through distributors and buying groups. More and more contracts are being signed, and the aim of the company is to sell the product in at least 30 different markets worldwide by the end of 2012.
The Austrian group presented its first line of Red Bull Racing sunglasses at the Silmo fair in Paris last September. While it is designed in Austria, the Red Bull Racing collection is manufactured in Italy and Taiwan. Some of the styles use qualitative materials such as carbon, grilamid and NXT sun lenses. The sunglasses will be shipped in February, followed by the rest of the line in the second quarter of 2012.
The launch of the new line will be supported by special window displays, in-store signage, dispensers and other advertising and merchandising tools. Sebastian Vettel, two-time Formula One world champion, and his teammate Mark Webber are wearing Red Bull Racing Eyewear as part of the marketing package.