Oakley, California based sports accessories manufacturer announced efforts of its in-house experts to develop a technology that could project digital data on the lenses of glasses – something that could give Google and its recently unveiled “Project Glass a run for its money.

Oakley, owning approximately 600 patents combining state of the art digital technologies and sunglasses, is no stranger to the smart sunglasses concept. According to Colin Baden, Oakley’s CEO, the company has been experimenting in this field for a long time: 

“As an organization, we’ve been chasing this beast since 1997… Ultimately, everything happens through your eyes, and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform.”

According to Baden, the new heads-up display technology would be targeted to athletes first, but it could also find use in the military and government agencies market.

“Obviously, you can think of many applications in the competitive field of sports… That’s the halo point of where we would begin, but certainly you can transcend that into a variety of other applications.”

The technology would come with a spicy price tag, though. As Baden explains, there are a lot of technical difficulties in bringing the heads-up display concept to reality. However, he gives Oakley an advantage on the market “because the company is able to create stylish accessories”.


Photo: engadget.com

A great hype has been created both about Google’s “Project Glass” and about Oakley releasing the above mentioned information. However, the two companies haven’t said anything about the release of the products themselves, and it seems to me that Oakley has just released this info to heat up the competition, without having a real intention of launching such a product in near future. And the chances of “Project Glass” becoming reality soon aren’t much higher either – all the parodies that were created soon after the release of the news show a certain unreadiness of the public for such a technology.