OAKLEY – BEYOND REASON

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(Article written by Outthebox) tracy@outsidethebox.co.za

Pretoria – April 17, 2012 – Oakley, one of the leading global sports brands, launched its global BEYOND REASON campaign in Pretoria.   This event, held at the Tuks athletics track  featured elite Oakley athlete and 2012 Olympic contender Oscar Pistorius.  Oscar, the first Paralympic athlete to  win a medal at an ‘able bodied championship’ will lead the Oakley BEYOND REASON campaign across the world.  Other Olympians participating in the BEYOND REASON campaign include U.S. sprinter LoLo Jones, U.S. beach volleyball player Kerri Walsh, British cyclist Mark Cavendish, Australian cyclist Cadel Evans and Spanish triathlete Javier Gomez and US Diathlone athlete Bryan Clay.

During the 100 days leading up to the 2012 Olympic games in London, Oakley will be hosting a multitude of BEYOND REASON events that are designed to emulate the driving attitude that fuels and fires Oakley athletes to exceed the limits of possibility.   The Tuks athletics track in Pretoria offered a true, authentic experience as guests were given the rare opportunity of watching Oscar warm up and train with long time coach Ampie Louw.  The track was also the location for the global Beyond Reason Oscar photo shoot which took place a few months ago.

“The BEYOND REASON mentality resonates within me; it drives, inspires and fuels me to push myself every minute of every day to perform at the highest levels.  It’s not necessarily just about winning, I will always push myself as hard as possible, I want people to be speechless” said Oscar Pistorius.  “I view challenges, not as barriers, but as boundaries that can and will be pushed.”

Oscar cited Oakley as making “a huge contribution to my performance” going on to share an experience in England in 2007 where continuous rain made running extremely difficult.  A friend introduced him to Oakley eyewear and ‘hydrophobic lens technology’.  The rest as they say, is history.

Alongside the launch of the brand’s BEYOND REASON campaign, Oakley will debut a revolutionary performance sunglass designed to deliver comfort, performance and protection for athletes at any level. In the spirit of performance, SwitchLock technology featured in the new product enables fast and easy lens changes allowing athletes to match their vision to the environment.

“BEYOND REASON launch and RadarLock global debut celebrates Oakley’s vision that everything can and will be made better ,” said Gwen van Lingen, Director of Marketing at Luxottica. “It’s about the attitude that Oakley possesses and we are so privileged and humbled to be associated with Oscar, not just for what he has achieved, but for who he is as a human being.”

After a moving video introduction, Oscar Pistorius took the stage and shared his powerful Beyond Reason life story.  As a double amputee, Oscar has defied conventions and has competed in both Paralympic and able bodied events as part of his Olympic journey. Humbly Oscar spoke to the crowd about his early years, his rigorous training schedule, diet and his relationship with the Oakley brand.

“As an athlete it’s so critical to focus on the race, the last thing you want to focus on is how long it takes to change your lenses, Radarlock, will change the way athletes perform.”

Oscar then invited guests to watch as he and his training partners engaged in a pre-Olympic training session, using Oakley’s Switchlock technology.

SUMMER 2011 OAKLEY CAMPAIGN

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WHERE SCIENCE MEETS ART . . . is OAKLEY’s summer campaign’s catch phrase. The campaign features 3 of their categories; Sport, lifestyle and women‘s. Our window display shows off the DISPATCH II  Here we see that the DISPATCH II’s comfort is optimized by a Three-Point Fit that balances pressure points instead of hooking around the ears like ordinary frames. The durable O Matter frame is surprisingly lightweight, and plutonite lens material filters out all UV. A wide range of lens/frame colour options are available to choose from. Don’t forget about the HDPolarized lenses that put the brakes on any harsh glare and still maintain superior clarity.

i-Terminal from Carl Zeiss Vision

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Almost everyone will recognize the name Carl Zeiss. Zeiss lenses are considered the leader in precision optics. Zeiss lenses are used in a whole host of devices, everything from Nokia’s camera phone to Sony’s Cyber-shot digital camera. N.A.S.A. use Zeiss lenses in their space program and the latest blockbuster movie from Hollywood was most likely shot using a Zeiss lens. So, it’s no surprise when the name Zeiss is prominent in the “eyeglass” or ophthalmic industry. Although Carl Zeiss opened his optical workshop in 1846 for the manufacture of microscopes, it wasn’t  too long before “eyeglass” lenses were being created by Zeiss, and they have now been producing ophthalmic lenses for over 100 years. Today, Carl Zeiss Vision is a leader in ophthalmic products and provide you, the consumer and us, the eyecare professional, with quality spectacle lenses and diagnostic tools.

 With the arrival of “freeform” a new technic in surfacing progressive lenses it is essential that optical dispensing measurement are accurate. In the past, fitting lenses depended largely on the skills of the optical dispenser. The dispenser would take a series of  manual measurements, “dot” your glasses with a black permanent marker and send your order off to the lab.  While an experienced and skilled dispenser can get fairly accurate results with this traditional, manual-measurement method, fitting lenses is all about precision. The more precise the measurements, the clearer your vision. This is particularly true with progressive lenses.

The new Zeiss i-Terminal recently installed at Classic Eyes Gateway, represents the cutting-edge of lens-fitting technology. Part computer, part optical scanner, the i-Terminal takes nearly all of the guesswork out of fitting both progressive and single vision lenses. When we use the Zeiss i-Terminal it utilizes its optical scanner coupled with its computer it takes precise measurements that simply can’t be achieved with the manual measuring method. In fact, it’s accurate within 1/10 of a millimeter, which is actually 1/4 of the size of the “magic dot” most dispensers put on your lenses.  So much for the precision of permanent  marker. Our new Zeiss i-Terminal also takes into account things like the size, shape and tilt of the frame, where you prefer to wear your glasses (up high on your bridge or down lower), the distance of the actual lens from your eye, as well as the height of the lenses themselves and your specific prescription. This all provides you with 100% personalized lenses, customized to your prescription, frame, face and personal preferences.

TEN YEARS ON…

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You know you’ve studied well when you get ten out ten in a test. When we see a beautiful girl or a handsome guy, we give them a perfect 10! Pop groups and singers always want to break into the Top 10. The little boys today play with their super hero – Ben10. England’s “Super Hero”, the Prime Minister, lives in #10. Soccer’s legends, like Pele and Maradona, wore the #10 Jersey. Even today, arguably the world’s best footballer, Lionel Messi, wears #10 for Argentina and Barcalona. The current poster boy of football, Ricardo Izecson dos Santos Leite, commonly known as Kaká, wears? Yes #10. In Rugby, the Half Backs are the pivot between the Scrum and the Back line. And what number does the Fly Half wear on his jersey? Yes, you guessed it! #10. Ten was as far as you could count at 3 years old, the easiest times table you ever learnt, Ten commandments and the list goes on and on . . .

But. . . . .

To us here at Classic Eyes, the number 10 means ten years of service. Where we have developed and established a practice that is of the highest quality. We have Eye Care Practitioners with international standards and qualifications. We have access to the latest in optical lens technology through our close collaboration with leading lens manufacturers such as Carl Zeiss, Essilor and Hoya. We have also been awarded the status of “Center of Excellence” by Johnson & Johnson who distribute Acuvue™ Contact lenses. Our unique approach to frame and sunglass displays, with more than 1300 units on show, enables us to maintain the latest trends in all our brands. Yes, we have turned 10 years young. So we thank all that have passed through our practice, and hope and pray that we are here to serve our patients for another 10 x 10 years.

WORLD RETINA WEEK 19th to 25th September 2011

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Classic Eyes Gateway & Classic Eyes Pavilion will be offering free retinal photography during World Retina Week (19th to 25th September). Retinal photography assists in the early detection and diagnosis of retinal diseases

Retina South Africa www.retinasa.org.za  is launching their “A cure in Sight” campaign. This campaign publicizes the tremendous advances that are being made in the fields of gene therapy, artificial retinas, stem cells and related sciences. The genetic retinal blinding conditions such as Macular Degeneration, Retinitis Pigmentosa and other allied Retinal dystrophies affect thousands of South Africans and millions worldwide

 

Progressive loss of vision may be caused by deterioration of cells in the retina. The retina lies at the back of the eye and acts like a film in a camera, capturing and processing light. The rate of vision loss is variable and at present, degenerative conditions are incurable.

 

Examples of retinal diseases include:

Macula degeneration – The first symptoms are usually visual distortion of straight lines and difficulties in reading, recognition of faces and other fine-focus visual tasks. Peripheral vision is generally retained

Retinitis Pigmentosa – Rod photoreceptors in the retina are affected. This causes night blindness, poor contrast vision and slow light to dark adaptation. Loss of peripheral vision results in tunnel vision. Central vision may be lost later in the disease

Juvenile Macular dystrophy – The most common form is Stargardt Dystophy. This condition is usually diagnosed in young people under the age of 20, with a loss of central vision and difficulties in reading . Colour vision is sometimes affected.

Usher syndrome – This is one of the major causes of deaf-blindness.

 

Regular eye examinations and early detection could lead to rehabilitation, low vision assistance and access to treatment.

EXPAND YOUR VIEW

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Oakley has introduced their newest game-changing technology: Oakley True Digital, which corrects peripheral distortion and blur, the biggest issue athletes have with corrective lenses in high-wrap frames.

Using Oakley Dual-Peripheral Technology, Oakley True Digital takes an athlete’s individual prescription, lens base curve and frame shape into consideration to optimize the lens prescription from optical center to edge. The result is enhanced visual performance and the clearest image and motion recognition available.

For those who demand the best,

Oakley True Digital delivers from every angle.

 

 

 

 

BVLGARI returns to Classic Eyes

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Italian jeweler and luxury goods retailer, Bvlgari, makes a welcome return to the shelves of our practice. Pronounced Bulgari but written Bvlgari in classical Latin where the V = U in English. The name Bvlgari is derived from the surname of the company’s Greek founder, Sotirio Voulgaris.

Since 1884, Bvlgari has been creating magnificent jewelry. With this heritage, Bvlgari has been able to extend its vision of extraordinary beauty to everyday objects such as Swarovski-encrusted sunglasses.

Bvlgari eyewear is distinguished by the high quality of its materials and attention to detail and elegant design.

REACH FOR A DREAM

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The entire team at Classic Eyes Gateway put their best foot forward this past week when they wore their slippers to work in support of Reach for a Dream’s “Reach for Your Slippers” campaign.

Some wore traditional “comfy” slippers; some were brave enough to show off their toenails; some showed the “I still have a kid in me” side and one brave soul actually wore Manchester United slippers!

We had a number of customers asking about our strange “footwear” and it was great to hear staff members share our commitment to such a worthwhile cause.

The Reach for a Dream Foundation fulfills the dreams of children, between the ages of 3 and 18, who have been diagnosed with a life threatening illness. The organization does not refer to their children as terminally ill or dying. Instead, Reach for a Dream uses the phrase “life threatening” because many of the children do survive their illness because of the “power of their dreams”.

Next week, we will show our support for all those living with some form of disability by wearing casual clothes to work on “Casual Day”- the theme is “Worn to be Wild” …….so watch this space……

START SEEING EVERY MOMENT, EVERY DAY

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HAVE YOU TRIED CONTACT LENSES?

Have you been told you can’t wear contact lenses because you have astigmatism?

Have you tried contact lenses but were disappointed with vision or comfort?

ARE YOU WEARING CONTACT LENSES?

Is your vision clear and stable throughout the day,or is it sometimes blurry and variable?

Are your contact lenses comfortable from the moment you put them in?

Do your eyes feel dry or uncomfortable towards the end of the day?

Are you interested in the freedom and convenience of a daily disposable lens to correct your astigmatism?

SEE EVERY MOMENT, EVERY DAY

1-DAY ACUVUE MOIST for ASTIGMATISM gives you a winning combination of clear, stable vision and long-lasting comfort in a daily disposable lens. Unique Accelerated Stabilisation Design (ASD) and LACREON technologies make amazing standards of vision and comfort possible. Thanks to ASD technology 1-DAY ACUVUE MOIST for ASTIGMATISM gives outstanding clear, stable vision in a daily disposable lens, no matter how active your lifestyle might be. So get ready for amazing moments, whether you’re driving, dining, dancing, playing sport or simply watching TV.

UNIQUE FOUR-ZONE ASD TECHNOLOGY

ASD is the only technology with a four-zone stabilisation system. It has been developed to position the lens quickly when you put it in, and to maintain its position throughout the day.

LASTING COMFORT MORNING TO NIGHT, EACH AND EVERY DAY

1-DAY ACUVUE MOIST for ASTIGMATISM keeps your eyes feeling fresh and new throughout the day. The exclusive LACREON technology locks a moisture rich ingredient into the lens that’s still all there at the end of the day, when your eyes are tired and need it the most. So you can enjoy comfort that can’t be blinked away.

A FRESH, NEW LENS FOR EYE HEALTH

As there’s no need for care solution or maintenance. daily disposable contact lenses are first choice for convenience. There’s less to worry about when you’re using them and your eyes have the health benefits associated with using a clean fresh and new pair of lenses every day.

A NEW KIND OF FREEDOM

If you’ve ever been told in the past that there’s no contact lens that can correct your astigmatism, ask about this new lens.