High Visibility: Sunwear Crosses the Finish Line

High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events, etc. To be considered for inclusion please contact senior editors, Deirdre Carroll or John Sailer.

As motorsports athletes race to their various finish lines, eyewear companies are going full speed ahead to outfit them with the appropriately high-performance sunwear. To complete the sporty look, Wiley X, Fatheadz and Arnette are suiting up drivers from NASCAR, Motter Motorsports and JDR Motorsports, proving even the most fearless competitors are advocates for eye protection.

Wiley X sponsored five Top 25 racers in the Daytona 500 on Feb. 24. The team included NASCAR drivers Greg Biffle in sixth place, Michael McDowell in ninth, Aric Almirola in 13th, Joey Logano in 19th and Travis Kvapil in 25th. Matt Kenseth, last year’s Daytona 500 winner and another Wiley X wearer, also sported the brand’s protective shades. Unfortunately he was not protected from engine troubles, and was ejected from the race after 86 laps in a leading position. The race whizzed past the participants and audience, but Wiley X plans to continue celebrating these and other wins over the next few months. “There are many laps of racing ahead and we expect great things,” said co-owner Myles Freeman, Jr. “These are the finest drivers in the business.”


Joining the 71M Motter Motorsports sponsorship lineup for the 2013 World of Outlaws Series, Fatheadz Eyewear appeared on the impressive cranium of “Brownsburg Bullet” Joey Saldana at the STP Sprint kickoff last month. Though this is Fatheadz’s first venture in the series, the brand may get a big head over its new exposure—according to Fatheadz owner and developer Rico Elmore, the wide set eyewear will be flashing through 91 races in 57 cities throughout the U.S. and Canada. Other notable customers of the brand include Oakland Raiders and Atlanta Falcons football pro Lincoln Kennedy, A&E “Storage Wars” star Darrell the Gambler, bodyguard Big Black and “American Pickers” cast member Frank Fritz.


Official JDR Motorsports eyewear partner Arnette will kit out the dirt biking team with the latest Series 3MX goggles and sunglasses, which will keep dust from the eyes of two-wheel chargers Malcom Stewart, Josh Cachia and Joey Savatgy. The motorcross/supercross team holds most of its notoriety in Australia, but has been riding toward fame in the U.S. since teaming up with KTM and J-Star Motors in 2010. Marking their third season racing on American soil, the trail blazing trio will represent Arnette in the 2013 AMA West Supercross Lites Series. After that, Cachia is back to the outback, but Stewart and Savatgy will continue on in the Lucas Oil Pro 250 Motorcross Championship Series.