In late May 2024, Rudy Project celebrated its World Product Launch (WPL) 2024 event in Barcelona, Spain. Reserved for the brand’s top international distributors, the event showcased the brand’s new 2025 eyewear and helmet collection and outlined Rudy Project’s future strategy.
Representatives from Rudy Project’s top 20 markets worldwide, out of approximately 80 in which the brand is distributed, were present. Key markets include the USA, Korea, China, Germany, and Italy.
The event was held at the Barcelona base of American Magic, the yacht racing team that competes the America’s Cup. Invitees were given a tour of the base and simulator sessions that allowed them to experience the thrill of steering an America’s Cup boat.
The partnership with American Magic, which will see Rudy Project provide eyewear and masks for its sailors and support team at sea, as well as lifestyle eyewear for the team on land, is seen as a strategic step in the brand’s expansion.
While maintaining a strong connection with cycling, Rudy Project intends to expand into related sports. The company adds that it is staying true to its mantra… ‘Performance starts in your head’.
A particular focus for Rudy Project is sustainability, with the announcement of an enhanced ‘Ride to Zero’ program. This will not only concentrate on the design and production of eco-friendly products but will also involve organizing themed events and a strong commitment to measuring and reducing emissions.
Rudy Project adds that it is committed to leading positive change in the sports equipment industry, demonstrating that it is possible to achieve athletic excellence while respecting and preserving the natural environment.
“Innovation and responsibility are at the heart of our strategy,” said Simone Barbazza, Marketing Director of Rudy Project.
“With the launch of the 2025 collection, we are not only elevating the athletic performance of our athletes but also reaffirming our commitment to sustainability. We are excited to continue developing products that support performance in every way, while also protecting our planet.”
During the summer, Rudy Project will be present at major cycling sporting events such as L’Étape du Tour de France, Italian Bike Festival, Roc d’Azur, HERO Series, and Sportful Dolomiti Race. In the autumn/fall, the company will participate in leading optical industry trade shows, including Mido in Milan, Opti Munich, and Silmo in Paris.
Rudy Project eyewear is equipped with ImpactX technology, featuring ‘indestructible photochromic lenses that offer vision clarity close to glass.’ The brand also boasts experience in prescription solutions for athletes, a dedicated program that reportedly enjoys success worldwide.
