Founded in 2006, Gunnar Optiks manufactures computer and gaming glasses that protect against digital eye strain. They’re helpful to anyone who stares at digital screens all day, but Gunnar has made a particularly strong impression on the video game community. Over the past decade, the company’s partnerships have included such industry giants as Major League Gaming (MLG) and Blizzard Entertainment, spreading a message of eye health and fashion across the world. Chad Wingerd, community and communication manager for Gunnar Optiks joined [a]listdaily to explain how these team-ups came about, how Tony Stark started wearing Gunnars and where those trademark amber lenses might turn up next.

“Each [partnership] so far has been pretty unique,” Wingerd explained. “MLG was gaining huge momentum in those days, so it seemed appropriate to partner with the biggest name in eSports as the biggest brand in computer and gaming eyewear.” Gunnar Optiks and MLG became official partners in the fall of 2009 and since then have offered MLG-branded frames while using the eSports platform to bring awareness to the public about eye strain.

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The Game Grumps limited edition Enigma frames sold out in under six hours. (Source: Gunnar Optiks)

Two months ago, Gunnar announced a partnership with Game Grumps, a comedy duo that streams video games online. The relationship began when Gunnar found out that co-host Arin Hanson was already a loyal user.

“He randomly tweeted about us one day, which received a lot of positive attention, so we reached out to him to see what possibilities were available,” Wingerd related. “After having Arin visit our headquarters and a lot of emails later, the Game Grumps Enigma were born. The launch was absolutely phenomenal and we couldn’t have asked for a bigger success. Only 300 were made and the rush was so great, our website couldn’t keep up with the demand. In the end, we sold out in five and a half hours and I suspect, had we not experienced the latency issues, we would have sold out in three or four. This, in turn, gave us an opportunity to reevaluate our site in terms of optimization, which we’ve since cranked up quite a bit. The next time that many people come to our site, we’ll be ready!”

“Blizzard, meanwhile, was something our company wanted, so we reached out to them before Heroes of the Storm had even launched,” he continued. “We worked with them to design the Siege and Strike models which, to this day, are two of the most modern styles we’ve ever done.” Although Gunnar’s partnership extends only to Heroes of the Storm, Activision Blizzard’s Overwatch League means more gamers will need to protect their eyes during long practice sessions.

Above: Heroes of the Storm Srike model. (Source: Gunnar Optiks)
Above: Heroes of the Storm Srike model. (Source: Gunnar Optiks)

“Gamers were the ones who helped Gunnar really get off the ground in its early days, so we remain extremely loyal and supportive,” said Wingerd. “With the Overwatch League, though, something really unique is happening in that anyone can feasibly become an Overwatch pro. The League’s design is brilliant because it is inclusive, and anyone willing to put in the time and effort can potentially make it. As a company, we applaud Blizzard for thinking outside the box and we will remain right here, ready to provide players with the protective eyewear they need.”

Gunnar is no stranger to professional eSports partnerships, however. “We are very fortunate to already have strong ties to the gaming industry, which is where the lion’s share of our fans and followers hail from,” he noted. “This is why we’re always being mindful of their tastes and with what’s popular to them in order to generate greater awareness. The way we see it, you can never have others know too much about your brand. Through our relationships with professionals like Jordan “n0thing” Gilbert and Gonzalo “ZeRo” Barrios, as well as popular streamers and other personalities, we’re hoping to keep this momentum going.”

Although gaming is Gunnar Optiks’ bread and butter, Wingerd says the company is also actively reaching out to the non-gaming world.

“Gamers are readily accessible,” he explained, “typically congregating in public or virtual spaces, so we’re right there with them as much as we can. Non-gamers, though, aren’t as prone to regularly gather with others who share their passions and interests, so we have to come up with savvy ways of reaching them. As a small company, this can be challenging, but we love being creative! That’s why we designed a [special web page] and had two commercials produced. Our hope is that through humor peppered with facts, we can get our message out there in an educational and memorable way.”

The company succeeded in gaining the attention of Tony Stark, aka Iron Man (played by Robert Downey Jr.), so that’s a great start. Gunnar Optiks has been getting the superhero treatment from Marvel, making appearances in two recent films. Stark wore Vayper frames in The Avengers: Age of Ultron, and Kurt (the Russian hacker) wore Vinyl frames in Ant-Man.

“Not long ago, we started working with a friend in the entertainment industry who helps place products in film and television,” said Wingerd. “That person, in turn, provided someone from Marvel Entertainment’s film division with a pair of Gunnars and he loved them so much, he’s been extremely loyal in having our eyewear featured in Marvel films when and where appropriate.”

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Above: The Vayper model, as seen in Avengers: The Age of Ultron (Source: Gunnar Optiks)

Gunnar also utilizes influencers called Visionaries to help spread brand awareness across multiple channels.

“When we have major initiatives in development, I’ll reach out to them to keep them informed and seek their assistance in supporting our plans. In turn, we show our appreciation to them by sending new frames, extra pairs to have for their audience-building and charitable efforts, and by providing social media support in order to do our part in helping them grow their channels. I am absolutely honored and pleased with our Visionaries for being so loyal to us.”

So, what’s next for the amber-lens-wearing defenders of eyeballs?

“I can at least say we have a few ideas swirling around inside our heads for the future,” Wingerd concluded. “Nothing set in stone, but we’re always looking for creative ways to help our brand grow. What is really exciting is what’s to come. I know, that’s a horrible teaser to leave people hanging on, but keep an eye on Gunnar in 2017 because we have some really cool things coming down the pipe.”


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