What SunGod does

SunGod is a London-headquartered, B Corp-certified performance eyewear brand founded in 2013 that designs, manufactures, and sells sunglasses and goggles directly to consumers. Its product portfolio spans 14 sunglass SKUs organized into a Pace Series™ (running and cycling), Everyday Series™, and a Snow Series™ of three goggle models, all built around the proprietary 8KO® nylon lens technology (with polarised and Iris™ photochromic variants) and Infinite™ recycled frames marketed as carrying a 7x lower carbon footprint than virgin frames. Differentiating service layers include a Lifetime Guarantee program, build-to-order customisation, and prescription lens integration.

The company operates a direct-to-consumer go-to-market model through seven regional e-commerce storefronts (UK, US, EU, Australia, Canada, New Zealand, Switzerland), supplemented in 2025 by its first physical flagship in Covent Garden, London. Pricing spans £65 entry-level to £200 premium tier, with mid-summer promotions of up to 50%. Demand is generated through a community-led marketing strategy anchored by Team SunGod athlete ambassadors (Courtney Dauwalter, Tom Evans, Geraint Thomas, Phil Sesemann, Hayden Wilde, Ruth Croft) and official licensing partnerships with elite sports organisations including McLaren Racing (F1), Netcompany INEOS Cycling Team, England Cricket, Team SD Worx-Protime, INEOS Britannia (America's Cup), Emirates Great Britain SailGP, and multiple MLB franchises. A free SunGod+ email membership offers 10% discounts and early product access.

SunGod is privately held, founder-led by CEO and Co-Founder Ali Watkiss, with capital raised through three equity crowdfunding rounds on Crowdcube (2020, 2022, 2024) totalling approximately £8.1M. Its revenue model is hardware sales across sunglasses, goggles, limited-edition collaborations, prescription eyewear, and accessories, with no disclosed subscription or recurring revenue stream beyond the free SunGod+ loyalty layer. Sustainability commitments include B Corp certification, 1% for the Planet membership, and a partnership with Surfers Against Sewage.

Name

SunGod

Legal name

SunGod

Website

https://sungod.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

SunGod is a UK-based, B Corp-certified performance eyewear brand designing and selling sunglasses and goggles direct-to-consumer across seven regional markets, built on proprietary 8KO® lens technology and a community-led marketing model anchored by elite athlete ambassadors and official sports team licensing partnerships.

Ownership category

akta.pro rank

Product category

Performance Eyewear

NAICS

Optical Goods Retailers (45613), Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sport & Performance Eyewear (CRAAAKAC)

akta.pro secondary industries

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Sunglasses (Non-Prescription) (CRAAAKAB), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Performance sunglasses
• Sports eyewear
• Ski goggles
• Cycling sunglasses
• Recycled eyewear

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Sunglasses Sales: Direct-to-consumer sale of performance and everyday sunglasses through owned e-commerce platform. One-time purchase model with various lens technology tiers ranging from standard to premium 8KO® options.
2. Goggles Sales: Sale of ski and snowboard goggles under the Snow Series™ brand, including replacement lenses and parts.
3. Limited Edition Collaborations: Premium limited edition products featuring licensed sports team branding (McLaren, INEOS, England Cricket, MLB teams, New York Yankees, Boston Red Sox, LA Dodgers, etc.) at higher price points.
4. Prescription Sunglasses: Custom prescription lens options integrated into performance sunglass frames for customers requiring corrective vision.
5. SunGod+ Membership: Subscription-style loyalty program offering 10% discount and early access to new products in exchange for email signup.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

SunGod designs, manufactures, and sells performance sunglasses and ski/snowboard goggles targeted at athletes and outdoor enthusiasts. The product range spans running, cycling, motorsport, cricket, sailing, golf, and everyday use, featuring proprietary 8KO nylon lens technology and Infinite recycled frames. Products are sold direct-to-consumer through regional e-commerce sites, a London flagship store, and wholesale channels, with customisation, prescription, and lifetime guarantee service offerings.

Product overview

SunGod is a British performance eyewear brand offering a comprehensive portfolio of sunglasses and goggles across multiple sport-specific and lifestyle categories. The product line is organized into three main series: Pace Series™ (covering Running and Cycling Sunglasses), Everyday Series™ (for casual everyday use), and Snow Series™ (encompassing both Ski and Snowboard Goggles). The core sunglass range includes fourteen distinct models: Renegades™, Classics⁴, Velans™ 2, Ultras™ Air, Ultras™, Tokas™, FORTY2s™, Vulcans™, Zephyrs™, Miras™, Airas™, Sierras™, GTs™, and Tempests™. The goggle lineup features three models: Snipers™, Ullrs™, and Vanguards™. Key differentiating technologies include proprietary 8KO® nylon-based lens technology, Infinite™ recycled frames with a 7x lower carbon footprint, and photochromic 8KO® Iris™ lenses. Additional offerings include a Lifetime Guarantee program (free repairs/replacement for broken items), prescription lens options, and a custom personalization service. The brand also produces limited-edition collaborations with athletes and sports teams. SunGod holds B Corp certification, demonstrating commitment to responsible business practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Renegades Entry-level performance sunglasses designed for everyday and athletic use, featuring 8KO lens technology. Targeted at runners, cyclists, and lifestyle users.
• Classics⁴ Classic-style performance sunglasses, fourth generation, featuring 8KO lens technology. Popular among ultrarunners including Courtney Dauwalter.
• Velans 2 Performance cycling sunglasses with aerodynamic design and 8KO lens technology, targeting road and competitive cyclists.
• Ultras Air Zero-frame ultra-lightweight performance sunglasses featuring 8KO Iris HV Blue photochromic lenses. Premium-tier product at the top of the range.
• Tokas Versatile performance sunglasses suitable for multiple sports with customisable lens options and 8KO technology.
• FORTY2s Performance running sunglasses designed for long-distance and marathon running, featuring lightweight design and 8KO lens options. Used by Paris 2024 Olympian Phil Sesemann.
• Vulcans High-performance cycling and racing sunglasses with aerodynamic profile and premium 8KO lens options. Co-branded with McLaren Racing F1 team.
• Zephyrs Lightweight performance sunglasses with multiple lens options including 8KO Polarised variants. Basis for MLB limited edition collaborations (Yankees, Red Sox, Dodgers).
• Miras Performance sunglasses with polarised lens options and lightweight frame design for everyday and outdoor use.
• Airas Premium performance sunglasses featuring photochromic 8KO Iris lens technology that adapts to changing light conditions.
• Sierras Everyday performance sunglasses with polarised lens options for cycling, hiking, and outdoor activities. Basis for the Surfers Against Sewage limited edition collaboration.
• GTs Performance cycling sunglasses developed in collaboration with Geraint Thomas (Olympic gold medalist, 2x Tour de France winner), featuring premium 8KO lens technology.
• Tempests Sunglasses designed for cycling and outdoor sports with polarised lens options.
• Ultras Zero-frame performance sunglasses with multiple lens options including 8KO technology. Basis for the Tom Evans signature collection.
• Snipers Ski goggles designed for alpine skiing with performance lens technology and multiple lens configurations.
• Ullrs Snowboard goggles with performance lens options for mountain sports and backcountry exploration.
• Vanguards Ski goggles featuring premium lens technology for alpine performance with various frame and lens configurations.
• Custom Sunglasses Bespoke customisation service allowing customers to personalise frames, lens colours, and lens technology across the sunglass range.
• Prescription Sunglasses Prescription lens option available across the sunglass range for customers requiring corrective vision, integrated into performance frames.
• SunGod+ Membership Free loyalty membership program offering 10% discount on all purchases and early access to new product releases in exchange for email signup.
• Limited Edition Collaborations Premium limited edition products featuring licensed sports team branding including McLaren Racing, INEOS Grenadiers, England Cricket, MLB teams (New York Yankees, Boston Red Sox, LA Dodgers, Houston Astros, San Diego Padres, SF Giants), and athlete signature collections at higher price points.

Quantifiable outcome

• Infinite™ frames have 7x lower carbon footprint than virgin frames
• +2 more outcomes

Named customers11 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered flagship and core.

• McLaren RacingflagshipStrategic or Co-development PartnerOfficial licensee of McLaren Racing F1 team. SunGod creates co-branded Vulcans™ sunglasses and provides team eyewear for pit crew and drivers including Lando Norris. Partnership positions SunGod in elite motorsport context.
• Netcompany INEOS Cycling TeamflagshipStrategic or Co-development PartnerOfficial eyewear partner of the 7x Tour de France winning cycling team. Team uses SunGod 8KO® lenses for competition. Partnership includes co-branded content and product development input from elite cyclists.
• England CricketcoreStrategic or Co-development PartnerOfficial licensee for England Cricket team. SunGod creates cricket-specific eyewear designs featuring team branding for players and fans.
• Team SD Worx-ProtimecoreStrategic or Co-development PartnerWorld No. 1 ranked women's professional cycling team. Partnership announced April 2026, featuring SunGod as team eyewear supplier.
• INEOS Britannia (America's Cup)coreStrategic or Co-development PartnerPartnership with INEOS Britannia sailing team competing in America's Cup, extending the INEOS group sports sponsorship portfolio to sailing.
• Emirates Great Britain SailGP TeamcoreStrategic or Co-development PartnerPartnership with Great Britain's SailGP sailing team for high-speed sailing competition eyewear needs.
• Surfers Against SewagecoreStrategic or Co-development PartnerEnvironmental charity partnership protecting oceans and coastal environments. Limited edition Sierras™ SAS collaboration with proceeds supporting marine conservation efforts.
• 1% for the PlanetcoreStrategic or Co-development PartnerEnvironmental membership pledging 1% of annual sales to approved environmental charities. Part of SunGod's B Corp aligned sustainability commitments.
• MLB Teams (New York Yankees, Boston Red Sox, LA Dodgers, etc.)coreOEM/ Whitelabel/ Licensing PartnerOfficial licensee for Major League Baseball teams including New York Yankees, Boston Red Sox, Houston Astros, LA Dodgers, San Diego Padres, and SF Giants. Limited edition Zephyrs™ models feature team branding.
• Courtney DauwalterflagshipGTM or Marketing PartnerUltrarunning champion and Team SunGod athlete. Made history at UTMB. Limited edition Classics⁴ Courtney collection. Athlete generates content and competes wearing SunGod products.
• Tom EvansflagshipGTM or Marketing PartnerElite ultrarunner, won Tenerife Bluetrail and Arc of Attrition. Signature series Ultras™ collection. Consistent content generation documenting race performances wearing SunGod.
• Geraint ThomasflagshipGTM or Marketing PartnerOlympic gold medalist and 2x Tour de France winner. GTs™ signature collection with SunGod. Represents brand at highest levels of professional cycling.
• Ruth CroftcoreGTM or Marketing PartnerUltramarathon runner, Team SunGod pro team member. Content creation and race performances promoting SunGod products.
• Phil SesemanncoreGTM or Marketing PartnerParis 2024 Olympian marathon runner. Uses FORTY2s™ for competition. Ambassador content featuring marathon training and racing.
• Hayden WildecoreGTM or Marketing PartnerOlympic triathlete and ultrarunner. Team SunGod athlete competing in Western States and other major trail events.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Oakley: Oakley is the global market leader in performance sport sunglasses and goggles, owned by EssilorLuxottica. It is directly comparable to SunGod across cycling, running, motorsport, and snow categories and is the dominant incumbent SunGod competes against.
• adidas Eyewear: Adidas Eyewear (partnered with Safilo) is a broader-incumbent sport sunglasses and goggle line leveraging the global adidas brand across running, cycling, and outdoor. Comparable to SunGod as a large-footprint sport eyewear competitor with much greater brand and distribution scale.

Direct peers

• Smith Optics: Smith is a leading performance eyewear and goggle brand (ski/snowboard, cycling, running) with proprietary lens technologies like ChromaPop. Direct competitor to SunGod in sunglasses and Snow Series™ goggles.
• Bollé: Bollé produces performance sunglasses and ski/snowboard goggles with proprietary lens technologies (e.g., Phantom). It is a direct competitor to SunGod across the cycling, running, and snow sports categories.
• Rudy Project: Rudy Project is a heritage Italian performance eyewear brand specializing in cycling, triathlon, and running sunglasses with customisable lenses. Highly comparable to SunGod in target customer (endurance athletes) and build-to-order customisation model.
• Julbo: Julbo is a French performance eyewear specialist with deep roots in trail running, mountaineering, and ski goggles, offering photochromic and REACTIV lens technologies. Direct competitor to SunGod in endurance and snow categories.
• POC: POC is a Swedish safety-focused sports brand producing helmets, goggles, and eyewear for cycling, skiing, and mountain sports. Comparable to SunGod in cycling and snow sports eyewear, with a strong safety/technology narrative similar to SunGod's 8KO® proposition.

Emerging players

• Goodr: Goodr is a DTC challenger brand selling affordable running sunglasses with a strong social/community-led marketing playbook. Comparable to SunGod's direct-to-consumer model and runner-focused positioning, though at a much lower price point.
• Pit Viper: Pit Viper is a DTC sunglasses brand with bold retro sport aesthetics targeting action sports, motorsport, and outdoor enthusiasts. Comparable to SunGod on brand personality, limited-edition drops, and motorsport-adjacent customer base (overlap with McLaren Racing audience).
• Blenders Eyewear: Blenders is a DTC lifestyle and performance sunglasses brand built on a similar direct-to-consumer, influencer-driven model with limited-edition collaborations. Comparable to SunGod on GTM motion and lifestyle-to-performance crossover, though with less sport-specific depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/we_are_sungod
• Facebookfacebook.com/sungodsunglasses
• LinkedInlinkedin.com/company/wearesungod

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SunGod