Reebok has officially entered the smart eyewear sector through a major partnership with Innovative Eyewear, Inc. (NASDAQ: LUCY). The new “Reebok Powered by Lucyd” collection features six distinct styles of AI-enabled smart glasses, marking a significant move for the fitness brand as it looks to compete with the likes of Meta’s Ray-Bans in the wearable technology space.
The collection is designed specifically for an “active lifestyle,” blending Reebok’s athletic aesthetic with high-performance audio and voice-based AI capabilities.
Key Features of the Reebok Smart Collection
The new frames are built on the Lyte 3.0 platform, developed by a team including former Bose engineers, to prioritize comfort and functionality over bulky tech.
- ChatGPT Integration: The glasses are natively enabled with ChatGPT, allowing users to interact with the AI assistant entirely through voice commands for navigation, queries, or productivity on the go.
- Smart Hinge Power Control: A new “smart hinge” design automatically powers the glasses on when the temples are opened and shuts them down when closed, significantly preserving battery life.
- Featherweight Design: Weighing just 1.2 ounces (34g), the frames are 20% lighter than previous smart eyewear models, making them suitable for all-day wear and intense workouts.
- Tactile Touch Sensors: Instead of mechanical buttons, the underside of the temples features slim, tactile sensors to control volume, manage calls, and activate voice assistants.
- Prescription-Ready: Unlike many tech-first wearables, the entire Reebok collection is designed to accommodate a full range of prescription lenses.
Pricing and Availability
Reebok is positioning its smart eyewear at a competitive price point to encourage mass adoption among fitness enthusiasts.
| Detail | Specification |
| Retail Price | $249 (Standard frames) |
| Styles | 6 unique styles (including “Thunder” and slim-sized models) |
| Launch Date | Available now at Lucyd.co; shipping starts late April 2026. |
| Retail Partners | SportRx, SelectSpecs, and Optimedic Group. |
| Global Expansion | Available in Canada via Kits.ca starting May 2026. |
The Strategic Pivot: Performance Over “Creepiness”
Notably, the Reebok smart glasses do not include a camera, a deliberate design choice to avoid the privacy concerns that have plagued other smart glasses.
“By prioritizing style, comfort, and functionality over intrusive tech, this collection aligns naturally with Reebok’s focus on performance-driven products,” said Harrison Gross, CEO of Innovative Eyewear. “We are providing a frame that looks and feels just like regular glasses while offering a refined suite of features focused on music, podcasts, and voice AI.”
Market Momentum
The launch comes as Innovative Eyewear reports a 65% year-over-year sales growth, driven by the success of its smart safety and athletic lines. By placing smart eyewear inside Reebok’s active lifestyle assortment, the product is being marketed as a “gear upgrade” for athletes rather than a niche tech gadget.
The collection will officially hit Reebok.com on August 1, 2026, following its initial debut on the Lucyd and Reebok mobile apps this month.
