Wiley X, Inc. Unveils New Marketing Message

Leading eyewear innovator Wiley X, Inc. has developed a new marketing tagline that will be used in a variety of ways to get a clear message across about the company and its products. This new tagline – Absolute. Premium. Protection. – will begin appearing in advertisements, POS artwork, collateral materials and other marketing/promotional pieces.

“It’s rare that you’re able to capture the essence of a company and its products in three words, but we’ve achieved this with our new tagline,” said Wiley X Co-Owner Myles Freeman, Jr. “When you say these three words – individually and collectively – you state the true definition of Wiley X. As an additional benefit, it applies equally well across the diverse protective eyewear markets we serve, whether it’s in the workplace, military/tactical, or outdoor recreation markets,” added Freeman.

This message will be used to drive home the point that Wiley X is the only premium sunglass brand able to claim that every pair of glasses it makes exceeds stringent ANSI Z87.1 High Velocity and High Mass Impact Safety standards, for OSHA Occupational Eye Protection. This tough workplace standard requires all Wiley X glasses to withstand 20 .25 caliber pellets fired at 150fps, as well as a 1.1 pound. pointed projectile dropped from a height of 50 inches. This not only protects workers against a range of occupational hazards found in factories, oil fields, mills and construction sites, it offers this same advanced eye protection to people passionate about fishing, hunting, motorcycle riding, mountain biking, or just driving with the top down.

“This advanced protection across our entire line is truly what distinguishes Wiley X from all other premium sunglass manufacturers,” said Freeman. “The fact that we have long been a leading provider of protective eyewear products to U.S. armed forces, law enforcement agencies and other tactical users around the world is also an important part of our heritage and our message.” Many available Wiley X styles also meet the updated MIL-PRF-32432 (GL) as well as EN-166 for combat protective eyewear, providing a wide range of wearers with an even higher level of eye protection.

While superior protection is an important part of Wiley X’s success, its glasses are also designed with style, comfort and performance in mind. Wiley X sunglass styles provide all wearers with innovative features and unique frame/lens combinations that deliver superior vision in real-world conditions. In addition, almost all of Wiley X premium eyewear styles are RX-ready, providing an advanced, no-compromise protective eyewear solution for those who need corrective lenses. The tagline Absolute. Premium. Protection. applies equally well to another important product category for Wiley X – state-of-the-art gloves designed to protect the hands of soldiers, law enforcement and other tactical users. Wiley X gloves meet flame resistance standards while providing the protection and manual dexterity wearers need to perform in challenging conditions.

This messaging will be used to reach a broad spectrum of consumer and industry audiences, to drive home the point that Wiley X is there to provide the highest level of protection – For Work, For Play, For Life.