adidas Sport Eyewear unveils its 2026 global advertising campaign, Power Your Vision, building on the performance-oriented approach established in 2025 and focusing on today’s athletes who aspire for enhanced intensity, control, and freedom of movement.
Designed for individuals who consider sports a fundamental aspect of their identity, the campaign revolves around a strong and distinct concept: eliminating visual distractions.
adidas Sport Eyewear creates lens solutions that provide clarity, precision, and reliability, enabling the users to move effortlessly, naturally, and without compromise in dynamic lighting conditions and fast-paced environments. Eyewear transforms into both an active performance tool and a mindset for athletes who seek confidence, comfort, and optimal performance.
At the heart of the campaign are the new hero-family frames. KENTRO (SP0123) stands out as a technical solution designed to enhance everyday workouts. Engineered for accessible performance, it supports daily running through an easy to wear, comfortable, and stable full-rim style that offers wide lateral vision and specially chosen photochromic lenses that adapt to changing light conditions. The KAPHIROS style (SP0122) features an ultra-light rimless design paired with a toric lens and a secure adjustable fit to reduce distractions during high-intensity activities. ALKATOR sunglasses (SP0124) are designed for cycling with a wide, aerodynamic shape that optimizes peripheral vision, durability, and stability, and they are compatible with clip-in inserts for athletes requiring vision correction.
Optical frames also play a key role, with the SP5117 and SP5126-D styles bringing adidas’ sport-oriented approach into daily eyewear, emphasizing comfort and versatility with a modern, confident attitude.
The Power Your Vision 2026 campaign combines adidas’ iconic elements with revitalized energy, shaping a mindset before focusing on aesthetics: see clearly, be strong, and keep moving. Regardless of the situation or condition, adidas Sport Eyewear is engineered to perform under all intensities and in every situation.
