ROKA unveils its first Snow Goggles. ROKA, the award-winning leader in performance eyewear, today announced the launch of its first-ever Snow Goggles collection, bringing the brand's proven optics and precision engineering to alpine environments. The debut line includes two models - Niseko and Bridger - each designed to meet the demands of skiers and snowboarders who need clarity, comfort and minimalist functionality no matter the conditions and terrain. The move into snow is a natural progression for ROKA. With a proven track record in high-performance sunglasses and prescription optics, ROKA has long served athletes who train, race, and explore year-round. As those same individuals push into alpine environments, ROKA now brings its design ethos and optical engineering to meet the demands of winter. "We've spent years mastering fit, optics, and comfort in motion," said Rob Canales, Co-Founder and CEO at ROKA. "Goggles have been on our roadmap for a long time, and this is the moment where we can bring something to snow that truly reflects our DNA: high-performance, beautifully designed, and purpose-built." The new collection launches with two distinct lens profiles tailored to different use cases: Niseko ($295 MSRP) features a cylindrical lens that offers superior straight-line optics, a flatter profile, and an inclusive frame shape that fits comfortably over prescription eyewear. With ROKA's C3(TM) Optics for enhanced color, contrast and clarity, the Niseko is designed for long days on the mountain and seamless performance across changing conditions. A bonus accessory lens for low-light days is included with each pair. Bridger ($195 MSRP) is built around a toric lens geometry that minimizes distortion while maximizing peripheral vision. Ideal for more dynamic riding styles - jumps, lateral movement, and backcountry transitions - the Bridger provides a sharper view when rapid eye movement matters most. The Niseko and Bridger goggles are also engineered to integrate cleanly with helmets and beanies. Both models feature ROKA's MagStorm(TM) magnetic lens system for glove-friendly, one-handed swaps, FloatFit(TM) triple-layer face foam for all-day comfort, and GEKO(TM) grip lining on the strap for a secure fit in cold, wet conditions. Tactile lens tabs, easy strap adjustments, and clean, no-fluff design round out the brand's deliberately understated approach. ROKA's lens portfolio was developed to optimize visible light transmission and base colors across all winter conditions. Each lens delivers superior contrast and clarity, providing a sharp view of terrain while maintaining natural, balanced color. A range of in-demand mirror finishes adds both performance and aesthetic appeal, ensuring the goggles perform as well as they look. "From lens tints to face foam, we engineered every detail around performance and ease of use," said Toby Rohrbach, ROKA's VP of Product Design. "We weren't chasing gimmicks - we built goggles for people who care about the right things: sharp optics, intuitive features, and a clean aesthetic that disappears once it's on." ROKA's entrance into snow is defined less by flash and more by substance. "We're not here to flood the market with 'new tech' just for the sake of it," added Canales. "We're here to deliver best-in-class performance that reflects the needs of our customers and delivers day in and day out." The Niseko and Bridger pre-launch today, with full product availability starting in November 2025 at roka.com.

Giveaway promises a chance to work out with Toomey-OrrAUSTIN, Texas, Feb. 28, 2024 /PRNewswire/ -- ROKA , the renowned performance design brand that creates and manufactures eyewear and technical apparel for lifestyle and competitive athletes, has signed a contract to become an official sponsor of the 2024 CrossFit Games. This partnership with CrossFit will showcase ROKA's commitment to promoting excellence, performance, and style in the global fitness community."We started ROKA to empower athletes to reach their full potential. Partnering with the CrossFit Games aligns perfectly with that mission," says Rob Canales, Co-Founder and CEO of ROKA. "This year, we're excited to expand our impact in the fitness community and provide CrossFit athletes with the best performance eyewear and swimwear for training and competition.""I'm thrilled to announce ROKA as the official eyewear and swimwear partner of the 2024 CrossFit Games," said Don Faul, CEO of CrossFit. "Built by athletes, for athletes, ROKA is the perfect fit for the CrossFit community