Anomaly Action Sports

Name

Anomaly Action Sports

Legal name

AAS S.R.L.

Website

https://shredoptics.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Action Sports Protective Gear

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)

akta.pro secondary industry

Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)

Keywords

• Ski goggles
• Snowboard helmets
• Mountain bike protection
• Action sports eyewear
• Protective gear

Headquarters

HQ city

Park City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Direct-to-consumer sales of ski/snowboard goggles, helmets, sunglasses, protective gear, and accessories through owned e-commerce platform and dealer network. One-time product purchases with varying price points by product category.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Anomaly Action Sports, operating under the SHRED. brand, designs, manufactures, and sells protective eyewear, helmets, and body protection for skiing, snowboarding, mountain biking, and other action sports. The company distributes its own branded products directly to consumers via shredoptics.com and through an authorized dealer network spanning ski and bike retailers globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski & Snowboard Goggles

Quantifiable outcome

• Athletes using CBL 2.0 average 11 places higher in flat light competitions
• +2 more outcomes

Named customers4 records

Segments5 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

Five partnerships are on record, tiered core, flagship and minor.

• MIT Sports LabcoreStrategic or Co-development PartnerSHRED. collaborated with MIT Sports Lab to develop the Contrast Boosting Lens™ 2.0 technology. This partnership produced the company's flagship lens technology that defeats flat light and provides all-condition visibility. The technology was launched on the Olympic stage and powers elite athletic performances.
• 1% for the PlanetflagshipStrategic or Co-development PartnerSHRED. is a member of 1% for the Planet, pledging to donate 1% of all global online sales to environmental causes. This membership demonstrates the company's commitment to environmental sustainability and climate action.
• Protect Our Winters (POW)coreStrategic or Co-development PartnerSHRED. supports Protect Our Winters (POW) in its efforts to combat climate change and educate the public about its effects. POW is a key environmental partner for winter sports industry companies focused on climate advocacy.
• Dolomiti SuperskiminorGTM or Marketing PartnerFeatured partner logo on SHRED. website footer indicating a marketing/partnership relationship with the major Italian ski resort organization.
• SYNC PerformanceminorGTM or Marketing PartnerFeatured partner logo on SHRED. website footer indicating a marketing/partnership relationship with SYNC Performance.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Smith Optics: Smith is a direct competitor in ski/snowboard goggles and helmets, overlapping heavily with SHRED.'s core product categories and dealer channel. Both compete for premium goggle shelf space at specialty ski retailers and pursue similar athlete-driven marketing.
• Giro Sport Design: Giro is a direct competitor across ski/snowboard helmets and goggles and is now owned by Vista Outdoor, giving it similar distribution and stronger capital backing. Giro and SHRED. compete head-to-head for dealer shelf space and pro team sponsorships in the same retail accounts.
• POC Sports: POC is a Swedish premium protective-gear brand with overlapping ski helmet, goggle, and body armor lines that compete for the same FIS-certified race and enthusiast customer. POC and SHRED. both emphasize athlete-driven product development and premium positioning.
• Bollé: Bollé (part of Vista Outdoor alongside Giro) is a direct competitor in ski/snowboard goggles, helmets, and sunglasses. Bollé's broader European distribution and price-ladder overlap closely with SHRED.'s mid-to-premium tier product strategy.
• Sweet Protection: Sweet Protection is a Norwegian premium brand competing directly with SHRED. in ski helmets, goggles, and body protectors. Both target the same high-end enthusiast and race segments with technology-led marketing.
• Dragon Alliance: Dragon Alliance is a direct competitor in ski/snowboard goggles and sunglasses with a similar lifestyle/action-sports positioning. Both brands compete for specialty retail shelf space and rely on athlete/team sponsorship for brand building.

Broad incumbents

• Oakley: Oakley (owned by EssilorLuxottica) is a broad incumbent in performance eyewear and goggles with far greater scale and marketing spend. SHRED. competes against Oakley in ski goggles, MTB goggles, and sunglasses, where Oakley's brand equity and sponsor budget are structural advantages.
• Scott Sports: Scott Sports is a broad incumbent in winter and cycling gear with overlapping goggles, helmets, and protection lines. Scott competes with SHRED. across both ski/snowboard and MTB categories and benefits from a much wider product portfolio.
• Salomon: Salomon (Amer Sports) is a broad incumbent in ski and MTB gear with helmet and goggle lines that overlap with SHRED.'s portfolio. Salomon's massive retail footprint and group-level marketing create significant competitive pressure at the dealer level.

Emerging players

• Ruroc: Ruroc is an emerging direct-to-consumer helmet and goggle brand with a comparable premium, design-led positioning and overlapping ski/MTB customer base. Ruroc competes with SHRED. particularly in DTC channels and among younger enthusiast buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shredoptics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 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 Anomaly Action Sports