Red Bull SPECT Eyewear was founded to bridge the gap between technical sports gear and everyday streetwear, the brand focuses on creating durable eyewear that handles high-movement sports without losing aesthetic appeal. For runners and industry professionals, it represents a shift toward equipment that prioritizes stability and clear vision during long-distance or high-tempo training.
We recently spoke with the Red Bull SPECT Eyewear team to deep dive into their products, target audiences and plans for IRX 2026.
1. What initiated the collaboration between (Red Bull) SPECT eyewear and MPG GmbH? What problem were you trying to solve?
The key challenge we addressed was to bridge the gap between extreme sports performance and cutting-edge eyewear technology. Our mission was to bring two distinct worlds together under one name: the high-octane spirit and extreme environmental insights of Red Bull, combined with MPG's decades of technical expertise, design, and manufacturing know-how.
2. What is the core business lesson you've learned from integrating an energy brand into the highly specialised eyewear sector?
The core lesson we learned is how to successfully bridge two completely different markets. On one hand, you have the highly specialised eyewear sector, which demands deep expertise, precision, and tailored solutions. On the other hand, you have the sports retail sector, which is much faster-paced, lifestyle-driven, and less dependent on technical guidance. In sports retail, buying decisions are driven by brand appeal, design, and immediate performance features.
Because of these differences, we quickly realized that a "one-size-fits-all" approach simply does not work. Instead, you need a unique product strategy and communication plan for each channel. This means creating distinct collections, tailored messaging, and specific go-to-market approaches for each audience, all while ensuring our high-quality eyewear delivers outstanding performance at an accessible price point.
3. Red Bull has a vast network of elite athletes. How do you translate the real-world feedback of these extreme athletes into tangible marketing campaigns and new product iterations?
We partner with a portfolio of professional athletes who test our eyewear in real-world, extreme conditions. Their direct feedback creates a continuous loop of testing, insights, and refinement. This hands-on process allows us to constantly improve the performance, fit, and functionality of our products.
At the same time, these authentic real-world experiences become the core of our storytelling. We feature these moments in our campaigns to show exactly how our eyewear performs in action. Ultimately, this positions our brand as both high-performance and a lifestyle choice for active individuals. You don't need to be an extreme athlete to wear them—you just need to enjoy life and #ENERGIZE YOUR EYES.
4. How do your designers balance aerodynamic needs with visual clarity for high-velocity sports like skydiving?
We partnered directly with a professional skydiving team to design these specifically for their ultra-tight helmets. To ensure a seamless transition between the lens and the frame, we developed a specialized groove setup called L-Groove construction. Our main goal was to deliver a secure, helmet-compatible fit with exceptional comfort. Additionally, we used photochromic lenses that automatically adjust to changing light conditions, ensuring you always have optimal visibility during your jump.
5. Red Bull is synonymous with extreme, high-octane sports. How are you scaling your product lines to capture the everyday lifestyle consumer without diluting your performance DNA?
We view this association as a major asset rather than a limitation. Instead of moving away from performance, our goal is to translate high-performance technology into products that make sense for everyday life. We achieve this through a highly targeted product strategy:
Sunglasses
- Lifestyle Collection: Versatile, easy-to-wear eyewear built for an active lifestyle. This range blends sporty innovation with modern design and features a brand-new floatable collection perfect for spending time on the water. Select models come equipped with POLAR°Z polarized lenses.
- Performance Collection: Engineered for demanding outdoor sports, this line fuses cutting-edge technology with pure performance. It features CHROM*X photochromic lenses, I°BOOST contrast-enhancing technology, ventilation slots, and fully adjustable nose pads and temple tips
- SUN RX Collection: Premium, prescription-ready eyewear tailored specifically for the optical market, seamlessly integrating our signature I°BOOST and POLAR°Z lens technologies.
Specialty Eyewear & Goggles
- Blue light Filter Collection: Offers essential protection against the harmful effects of blue light, helping to improve sleep quality and maintain high daily performance levels.
- Ski & Snowboard Goggles: User-friendly, comfortable goggles packed with premium tech, including our MAGNETRON magnetic quick lens-changing system, CHROM*X photochromic lenses, and I°BOOST high-contrast views.
- MX Goggles: Practical, high-utility goggles designed specifically for motocross enthusiasts.
6. Consumers are demanding eco-friendly options. How are you fulfilling this?
Instead of forcing you to replace your glasses constantly, we use robust, high-quality materials and tough, scratch-resistant coatings. This keeps your frames and lenses in great condition for the long run, drastically cutting down on waste.
7. Sports specialty stores and lifestyle boutiques require different sales approaches. How do you equip B2B retail partners to effectively communicate the value of your highly technical features to the end consumer?
We support our partners by offering a dedicated personal contact and comprehensive, full-service support aimed at building long-term relationships.
Here is exactly what we provide to help your business succeed:
- POS Materials: We supply everything from custom displays, posters, and beach flags to counters, Uni Towers, and window cards.
- Online Client Platform: You get instant access to catalogues, look books, product factsheets, ready-to-use imagery, and dedicated social media assets.
- Public Relations & Awards: We actively build industry trust and recognition, helping your brand stand out clearly from the competition.
- Dedicated Support Team: Our highly motivated team works behind the scenes, fully committed to driving your business growth.
8. Which new sports categories or optical technologies is the brand looking to conquer next?
We can expect new eyewear trends and features like floatable designs for water sports, smart AI frames, mountaineering glasses, custom options, expanded CHROM°X photochromic lenses, and advanced I°BOOST high-contrast lenses.
- Floatable design – made for water sports with materials that stay on top of the water.
- Smart eyewear – frames built with AI systems.
- Mountaineering eyewear – tough glasses for high mountains.
- Customizable eyewear – glasses you can change to fit your style.
- CHROM°X lenses – more photochromic glasses that change tint in the sun.
- I°BOOST lenses – more high-contrast lenses for better sight.
9. You featured at the debut IRX in 2025, what did you think of the event and community, and what drew you back to exhibit this year?
It feels great to be back at the show! We had the opportunity to present our latest collection, enjoy inspiring conversations with our customers, and make many valuable new connections. The running community is truly something special, and that's exactly why we love being part of it.
This year is even more exciting as IRX takes place alongside ISPO, creating the perfect environment to showcase our product portfolio to an international audience. Thank you to every-one who stopped by - we’re already looking forward to the 2026 edition!
10. Can you disclose any of your plans for IRX 2026 and why visitors should head straight for Red Bull SPECT Eyewear?
Visitors should stop by the Red Bull SPECT Eyewear booth to discover our complete eyewear portfolio for the running & lifestyle community. Whether you're a professional athlete or a passionate recreational runner or triathlete, we offer the right performance eyewear for every level.
In addition, we'll be showcasing our ski goggle collection, which combines outstanding quality, innovative design, and excellent value for money. With IRX taking place alongside ISPO, it's the perfect opportunity to explore our latest products and meet the team behind the brand.
Reasons to visit stand E70:
We are an upcoming sports eyewear brand that embodies a new breed of athletes merging lifestyle and sport into a unique lifestyle serving the hybrid athlete of today:
- experience the unique Red Bull SPECT spirit first-hand
- try on the frames directly
- explore the latest innovations in real life
- get expert advice from our specialists on site
- great eyewear for a fair price.
IRX 2026 is THE event for global brands, retailers, distributors and industry leaders
Join fellow industry professionals at The International Running Expo (IRX) 2026 - Europe’s only dedicated business event for the running sector. Returning to RAI Amsterdam on 4-5 November, #IRX2026 features 200+ global brands showcasing the technologies and products shaping the future of the sport.