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Press Releases

Optic Nerve Named Official Eyewear Partner And Participating Sponsor Of The Xterra America Tour

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January 20, 2014 (Honolulu, HI) – Optic Nerve, a Colorado-based leader in the sport sunglass industry, is joining forces with XTERRA, the nation’s premier off-road triathlon and trail running series, as a Participating Sponsor and the Official Eyewear Partner of the 2014 XTERRA America Tour.

As part of the partnership Optic Nerve will produce a dynamic line of high-quality, co-branded, lifetime guaranteed eyewear for the XTERRA Tribe.

“Optic Nerve is thrilled to have the opportunity to partner with XTERRA. Not only is it a chance to team up with a well-respected, worldwide brand, but it gives us a global platform to carry out our mission of getting more people outside and active. We are impressed with XTERRA’S health and wellness initiatives and find them incredibly synergistic with our own core values,” said Bill Cotton, President of Optic Nerve.

The agreement puts Optic Nerve in a prime position to connect with XTERRA’s active, national audience of adventure seekers, weekend warriors and competitors at more than 165 XTERRA off-road triathlons and trail runs held across the U.S. this year.

“There’s a great synergy between our two companies,” said XTERRA CEO, Tom Kiely. “We both strive to empower weekend warriors and promote the healthy, active, Live More lifestyle. I’ve been thoroughly impressed by not only the product Optic Nerve produces, but the people behind it, and really look forward to working with Bill Cotton and his team.”

The partnership is great news for XTERRA athletes as well, who can now purchase XTERRA co-branded sunglasses on Optic Nerve’s website. The line premiers with the XTERRA Thujone and XTERRA Apex models, and will feature new styles regularly as the year progresses.

Josiah Middaugh wearing the Optic Nerve White Thujone 2.0 on his way to winning the 2013 XTERRA Mountain Championship at Beaver Creek Resort in Avon, Colorado.

XTERRA Optic Nerve sunglasses will also be awarded as prizes to amateur winners at each of XTERRA’s U.S. Championship triathlon and trail running events. Josiah Middaugh, the reigning XTERRA U.S. Pro Series Champ, wore both the Thujone and Apex sunglasses on his way to several big wins in 2013.

“Beyond just their extensive performance eye wear product line they also have great awareness as a company, and are associated with non-profit youth organizations where I live,” said Middaugh.

About Optic Nerve

Independently owned and firmly rooted in Colorado for over three decades, Optic Nerve is committed to supporting communities worldwide through making performance-driven, price-conscious sunglasses and goggles. Backed by a lifetime guarantee, all styles have 100 percent UVA and UVB protection; lightweight, durable construction, and fashion-conscious styling. To learn more about Optic Nerve, visit them online at

Optic Nerve Media Contact:

Mae Harris, Marketing Communications Specialist

Phone: 303.872.2060


About TEAM Unlimited/XTERRA

TEAM Unlimited is a Hawaii-based television events and marketing company, founded in 1988. It owns and produces XTERRA and in 2014 will offer more than 300 XTERRA off-road triathlon and trail running races in 20+ countries worldwide. In the U.S. alone nearly 200,000 participants took part in the XTERRA lifestyle last year. In addition, TEAM TV has produced more than 300 adventure television shows resulting in three Emmy’s and 42 Telly Awards for production excellence since 1990. View samples at, and learn more at and

XTERRA Media Contact:

Trey Garman, Vice President

Phone: 808.792.2603