Dragon Ends Deal with Oakley

As reported by Label Networks:

When Dragon announced last week that it had broken away from it’s partnership with Oakley, and therefore, massive parent company Luxottica, it made an interesting statement in the rise, or in this case, “re-rise” of being niche. Both Transworld Business and BoardSportSource in Europe did a great job of covering what went down and why with the people running Dragon. In the end, according Source and General manager Aaron Behle, being independent meant freedom again and the ability to do more than just eyewear but expand into youth lifestyle accessories.

However one has to speculate if the move to get investors and go back to being independent was a strategic decision to keep the brand alive if, for example, Luxottica thought Dragon wasn’t strong enough to sustain as an optical brand within their portfolio.

According to our fresh consumer data on sunglasses preferences and spending patterns, Dragon ranks fairly low as a preferred sunglass brand among 13-25-year-olds.That being said, Dragon does have an independent streak and does well in preferences for goggles among snowboarders. They also have a pretty decent pro team including surfers Rob Machado and Mick Fanning, and snowboarder Jamie Lynn.