High Visibility: The Official Eyewear of Colorado's Slopes

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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.


Reaching new peaks, Zeal Optics and Smith Optics have been named the official eyewear of two of Colorado’s most renowned ski resorts. Telluride has selected Zeal Optics, and Aspen/Snowmass has named Smith Optics.

For Zeal Optics, its partnership with Telluride Ski Resort brings these two Colorado brands together. “For us this is about bringing a true Colorado experience to our consumers,” said John Sanchez, president, Zeal Optics. “We are the only sunglass and goggle brand based in Colorado. At Telluride, they embody the authentic Colorado experience with every season, and we couldn’t be more excited to be joining forces.”

In addition to both being Colorado based, the two companies also share an environmental consciousness that translates into sustainable practices. Zeal offers fully biodegradable sunglasses, and every frame in its sunglasses line is built out of plant-based materials. Zeal recently presented the e-llume plant-based lens as another addition to its ecological initiatives. Telluride Ski Resort’s environmentalism is evidenced by a new snowmaking system that produces more snow than before while using ten times less energy.

“It is a collaboration that will allow two boutique brands to work together and lead a sustainable journey,” said Heidi Lauterbach, sponsorship manager for Telluride Ski Resort. “This is a partnership that stems from quality products, an environmental awareness and Colorado-based origins.”





Smith Optics' three-year partnership as the official eyewear and helmet sponsor for Snowmass, Aspen Mountain, Buttermilk and Aspen Highlands resorts will play a key role in both winter and summer events. “Smith has long been a key business partner of Aspen/Snowmass,” said John Rigney vice president, sales & events for Aspen/Snowmass, “and now we’re super excited to collaborate on some of our most compelling event programming together.”

Based in Sun Valley, Idaho, Smith Optics, Inc. was founded in 1965 with the creation of the first goggle featuring a sealed thermal lens and breathable vent foam. Today, Smith is known for its diverse line of sunglasses, snow and motorsports goggles, snow helmets, protective eyewear and ophthalmic eyewear.