Drivewear® Lenses Activated by Transitions™ Praised by 2007 Pittsburgh Grand Prix RACE CAR DRIVERS
Comprehensive Drivewear Sponsorship Reaches Hundreds of Thousands of Car Enthusiasts
PITTSBURGH, August 2, 2007 – Teaming up with local Pittsburgh retailer Eyetique, Transitions Optical, Inc. and Younger Optics promoted Drivewear® lenses Activated by Transitions™ to spectators of and drivers in the 2007 Pittsburgh Vintage Grand Prix, the nation’s largest vintage race staged on public roads. Professional drivers who took part in the Grand Prix had the opportunity to test Drivewear lenses Activated by Transitions on the race track, experiencing how the lenses change color and darkness depending on how bright it is outdoors, and said they appreciate the adaptability, glare protection, comfort and safety they provided.

“I was really looking forward to getting my Drivewear lenses and I think that they are just fantastic,” said Jeff Brown, who wore his Drivewear lenses Activated by Transitions behind the wheel of his 1950 MG TD during the Grand Prix. “I have put away my conventional sunglasses in favor of Drivewear because I believe that they are so much easier on my eyes, which are 20/400.”
“One of the biggest benefits of wearing Drivewear lenses for me is the protection they provide from intense glare and bright sun, which will be especially important when I am driving in the desert on the West Coast,” said Kip Fjeld, one of the 200 drivers who participated in the Grand Prix event, and who was fit for his lenses at the Drivewear tent during the Grand Prix weekend. “Because I am always on the go, it is very convenient to have one pair of sunglasses that I can rely on under any conditions.”

“There are a lot of driving accessories out there today like gloves, shoes and suits, but not the right eyewear,” said George Vapaa, Grand Prix driver of a vintage Lotus 7 car, who was also fit for a pair of the lenses during the event. “Wearing lenses like Drivewear, which are specially designed for driving, provides a great advantage for vision comfort and overall safety out on the road, where good eyesight is critical.”

Sponsorship “Drives” Excitement
Drivewear was a platinum sponsor of this 25th annual Grand Prix, with visibility throughout the two-week-long series of events, culminating in the Schenley Park race – with more than 250,000 attendees at this event alone.
“Drivewear was a natural sponsor of the Pittsburgh Grand Prix, because the product is a perfect match for the auto racing industry,” said Rose Wallace, marketing manager, Transitions Optical. “Car enthusiasts care passionately about performance, whether of their vehicles, or their eyewear. The feedback we have received from drivers wearing the lenses is confirming that Drivewear is the next ‘must-have’ accessory for the car.”

In addition to serving as a mini-dispensary to fit drivers with the new product, Drivewear-themed tents provided a resource for spectators eager to learn more about the lenses at the race events. Drivewear was also promoted over the public address system throughout the weekend by race announcer Doug Stiffler, a personal fan of the lenses, who educated thousands of event attendees and encouraged them to visit the Drivewear tents. The Drivewear-branded pace car was on display during the race and at several additional events throughout the Grand Prix.

Pittsburgh Retailer Users Sponsorship to Rev Up Excitement
Eyetique took advantage of the sponsorship and resulting visibility to promote its business and its offering of the cutting-edge new technology found in Drivewear lenses Activated by Transitions. Eyetique ran a special promotion throughout the Grand Prix, dedicating a portion of the sales of all Drivewear lenses Activated by Transitions and Transitions® lenses to the Autism Society of Pittsburgh and Allegheny Valley School. The retailer hosted a series of wine and cheese parties to kick-off the race festivities at each of its five locations, and promoted its sponsorship of the Grand Prix through signage, local media outreach and direct mailers to top customers.

“We’re excited to offer this cutting-edge new lens, and to have supported the Grand Prix and its charities through the Drivewear sponsorship,” said Norman Childs, owner, Eyetique. “The opportunity for the sponsorship brought to Eyetique by Younger and Transitions has helped ‘fuel’ the excitement and buzz that surrounds the Eyetique brand in the Pittsburgh market.”