100%
100% (100% Speedlab, LLC) is a privately held San Diego-based premium sports brand founded in 2012 that designs and sells performance eyewear, goggles, gloves, and apparel for motocross, cycling, baseball, snow, and watersports consumers through DTC e-commerce and a global dealer network, anchored by proprietary lens technologies and professional athlete partnerships.
- Company typePrivate
- Founded2012
- HeadquartersSan Diego, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What 100% does
100% (legally 100% Speedlab, LLC) is a privately held premium sports brand founded in 2012 and headquartered in San Diego, California, that designs and sells performance eyewear, technical apparel, and sports protection products. The company operates under a trademark license from Saule, LLC, which holds the parent brand IP including the "100% eyewear bump design." Its product portfolio spans approximately 1,131 SKUs across motocross goggles (Armega, ARmatic, Barstow), sport-performance sunglasses (Speedcraft, Hypercraft, S3, Korbin X), snow goggles, motocross gloves, prescription eyewear, replacement lenses, and apparel. Core differentiation rests on a portfolio of proprietary optical technologies: HiPER® lens technology for color and contrast enhancement, Ultra HD™ lenses, 3DPlane Molded Lens Technology for zero distortion, photochromic adaptive lenses, PEAKPOLAR polarization, Grilamid TR90 frame material, hydrophobic and oleophobic coatings, and full UVA/UVB/UVC protection.
The company monetizes primarily through unit-based one-time purchases of its own-manufactured or sourced eyewear and accessories, priced from approximately $14.95 for replacement lenses up to $500 for the premium Selekt Series acetate line. Distribution combines a Shopify-powered direct-to-consumer e-commerce store at 100percent.com with a global dealer network (U.S. dealer locator plus international dealers), wholesale partnerships including the MLB Shop channel under its Official Performance Eyewear Partner designation, and the GovX ID program for verified military and first-responder customers. The go-to-market model is product-led, with brand credibility driven by a deep roster of professional athlete ambassadors (Fernando Tatis Jr., Juan Soto, Jett Lawrence, Zoi Sadowski-Synnott, Elly De La Cruz, Bruni) and WorldTour cycling team sponsorships (Red Bull-BORA-hansgrohe, FDJ United-Suez). Customer segments span motocross, mountain biking, road cycling, baseball, snow sports, running, watersports, and motorsports, served through a horizontal segmentation approach across multiple sport verticals. Recurring revenue is generated from replacement lenses, goggle tear-offs, and accessories, while top-of-funnel demand is built through social media content, the Visionaries documentary series, and event activations such as the First Chair Last Call snow demos.
100% firmographics
Firmographics- Name
- 100%
- Legal name
- 100% Speedlab, LLC
- Website
- https://100percent.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 100% (100% Speedlab, LLC) is a privately held San Diego-based premium sports brand founded in 2012 that designs and sells performance eyewear, goggles, gloves, and apparel for motocross, cycling, baseball, snow, and watersports consumers through DTC e-commerce and a global dealer network, anchored by proprietary lens technologies and professional athlete partnerships.
- Ownership category
- akta.pro rank
100% industry classification
Industry- Product category
- Sports Eyewear
- NAICS
- Sporting Goods Retailers (45911), Optical Goods Retailers (45613), Optical Goods Retailers (456130)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Eye Protection & Goggles Retail (CRAMANAJ)
- akta.pro secondary industries
- Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
Keywords
Where 100% is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
100% business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Product Sales: Direct-to-consumer sales of sports performance eyewear, goggles, gloves, and accessories through owned e-commerce platform and dealer network. One-time purchase model with multiple price tiers based on product line and technology features.
- Replacement Parts and Lenses: Sales of replacement lenses (361+ products), goggle accessories, and parts generating recurring revenue from existing customer base
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly goggle and accessory options |
| Unit Pricing | Pay-as-you-go | Mid-range sport performance eyewear |
| Unit Pricing | Pay-as-you-go | Premium and Limited Edition products |
| Unit Pricing | Pay-as-you-go | Team and Pro athlete collaborations |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
100% product offering
Product offeringCore offering
100% designs, manufactures, and sells premium sports performance eyewear (sunglasses and goggles), motocross and mountain biking gloves, replacement lenses, and complementary apparel across 13+ sport categories including motocross, mountain biking, road cycling, baseball, snow sports, running, watersports, motorsports, ATV/UTV, and BMX. The company distributes direct-to-consumer via its Shopify-powered 100percent.com storefront and through a global dealer network, MLB Shop, and the GovX ID program.
Product overview
100% is a sports performance eyewear company offering a comprehensive portfolio of goggles, sunglasses, gloves, and apparel for motorsports, cycling, baseball, snow sports, running, outdoor, and watersports. The core product lines include Armega and ARmatic goggle series for motocross/MTB, snow goggles, and the Speedcraft/Hypercraft/S3 premium sunglass families with proprietary HiPER lens technology. The company differentiates through athlete collaborations (Player Series with Fernando Tatis Jr. and Juan Soto, Elly De La Cruz LE), professional team partnerships (Red Bull-BORA-hansgrohe, FDJ United-Suez, MLB), and premium sub-brands like the acetate-frame Selekt Series. Key lens technologies include HiPER for enhanced color/contrast perception, photochromic adaptive tinting, 3DPlane Molded Lens Technology for zero distortion, PEAKPOLAR polarization, and UV protection. Products are distributed through sport-specific categories with replacement lenses and accessories as supporting offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Selekt Series Premium acetate frame sunglasses with precision-cast, high-Abbe value lenses delivering unrivaled optical clarity and refined craftsmanship for discerning athletes.
- Armega Goggles High-performance motocross and mountain bike goggles with premium lens technology, signature editions, and pro-level optics for racing and aggressive riding.
- ARmatic Goggles Versatile goggle line for motocross, mountain biking, and powersports with multiple lens options and athlete-inspired colorways.
- Barstow Goggles Classic-styled motocross goggles with Vahna 2 and signature series options combining retro aesthetics with modern performance.
- Snow Goggles Winter sports goggles designed for skiing, snowboarding, and snowmobiling with Norg, Norvik, and Snowcraft models featuring advanced lens technology and fog-free performance.
- Hypercraft Sunglasses Ultra-lightweight performance sunglasses with cylindrical lens design featuring multiple lens technology options including HiPER and photochromic variants.
- S3 Sunglasses Square-lens sport performance sunglasses with HiPER technology, Tokyo Night special editions, and lifestyle colorways.
- Speedcraft Sunglasses Signature cylindrical-lens sunglasses popular in cycling and motorsports, available in SL and XS sizes with extensive lens and color customization.
- Korbin X Sunglasses Advanced cycling-focused sunglasses featuring 3DPlane Molded Lens Technology for zero distortion, Grilamid TR90 material, and copper-core temple memory fit system.
- Korbin Sunglasses Performance cycling sunglasses with photochromic and HiPER lens options, designed for road and mountain biking with hydrophobic treatments.
- Renshaw Sunglasses Lifestyle-performance hybrid sunglasses with polarized options and multiple finish choices in tortoise and matte black colorways.
- Erba Sunglasses Classic aviator-style sport sunglasses with polarized lens options, blending heritage design with performance optics.
- Bowen Sunglasses 2026 acetate-frame sport sunglasses combining premium materials with performance optics in translucent and polished finishes.
- Atsuta Sunglasses 2026 Japanese-inspired sport sunglasses with acetate frames and performance lens technology for cycling and outdoor sports.
- Aerocraft Sunglasses High-performance cycling sunglasses with photochromic options and athlete-limited editions featuring aerodynamic shield design.
- Norvik Sunglasses Performance water sport sunglasses featuring PEAKPOLAR polarized lens technology for fishing, sailing, and watersports with glare elimination.
- Player Series Pro athlete signature series featuring Fernando Tatis Jr. and Juan Soto with custom colorways and limited edition releases for baseball players.
- MLB Authentics Collection Official MLB partnership collection featuring team-branded sport performance sunglasses authorized by Major League Baseball.
- Red Bull-BORA-hansgrohe Collection Professional cycling team collaboration featuring team-branded eyewear for the Red Bull-BORA-hansgrohe WorldTour cycling team.
- FDJ United-Suez Collection Professional cycling team partnership featuring French FDJ-Suez WorldTour team branded sport performance eyewear.
- Elly De La Cruz Limited Edition MLB player Elly De La Cruz signature limited edition sunglasses featuring custom colorways and signature branding.
- Armega LE (Limited Edition) Limited edition signature goggle series featuring pro athlete collaborations including Bruni Signature and Fausto editions.
Quantifiable outcome
- Complete UVA/UVB/UVC protection regardless of sun or cloud conditions
- +1 more outcomes
Companies that use 100%
Customer profileNamed customers9 records
Segments8 records
Ideal customer profiles4 records
100% technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
100% partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- Major League Baseball (MLB)flagship100% is the Official Performance Eyewear Partner of the MLB Shop Baseball. The partnership includes the MLB Authentics Collection featuring professional players and prospects, as well as the Player Series designed for elite competition.
- Red Bull-BORA-hansgrohecoreWorld Tour professional cycling team sponsorship with co-branded Red Bull-BORA-hansgrohe Collection featuring exclusive eyewear designed for elite cycling performance.
- FDJ United-SuezcoreProfessional cycling team sponsorship with co-branded FDJ United-Suez Collection featuring sport-specific eyewear for the French World Tour team.
- ShopifycoreE-commerce platform powering the online storefront at 100percent.com for product sales, inventory management, and order processing.
- GovXminorIdentity verification platform for exclusive military, first responder, and government employee discounts through dedicated verification portal.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
100% competitors and assessment
Company assessmentDirect peers
- Oakley: Owned by EssilorLuxottica, Oakley is the dominant premium sports performance eyewear and goggle brand, with deep motocross, cycling, baseball, and snow sports penetration. Directly comparable in product category, athlete sponsorship strategy, and price tiers.
- Smith Optics: Smith is a leading sport performance eyewear and goggle brand, particularly strong in snow goggles and cycling sunglasses. Directly comparable across product mix, sport categories, and premium positioning (parent: Safilo Group).
- Bollé Safety / Bollé Brands: Bollé offers sport and safety eyewear including motocross goggles, cycling, and ski goggles at premium price points. Comparable across goggle product lines, sport coverage, and racing sponsorships.
- POC Sports: Swedish premium sports protection brand with cycling, snow, and mountain bike eyewear and helmets. Comparable in premium sport-specific positioning, lens technology emphasis, and pro-athlete partnerships (e.g., in cycling).
- Giro Sport Design: Giro makes cycling and snow sports helmets, goggles, and sunglasses, with strong overlap in MTB, road cycling, and snow. Comparable across sport segments, dealer network, and mid-premium price positioning (Bell/BRG parent).
- Rudy Project: Italian premium sport eyewear brand specializing in cycling, triathlon, and running sunglasses with photochromic and prescription programs. Comparable across cycling-first product mix and premium ASP.
Emerging players
- Pit Viper: DTC-led sport sunglasses brand with strong motocross/outdoor identity and lifestyle crossover. Comparable in sport-led brand positioning, though typically lower price tier and broader mass-market distribution.
- Roka Eyewear: Premium performance sunglasses brand focused on endurance athletes (triathlon, cycling, running). Comparable in performance positioning and direct-to-consumer model, with overlap in cycling eyewear.
Broad incumbents
- Nike Vision: Nike's eyewear line is licensed through Marchon, offering sport sunglasses as part of a broader apparel/footwear portfolio. Comparable in sport positioning and athlete marketing, though eyewear is a small piece of Nike's overall business.
- Adidas Sport Eyewear: Adidas-branded sport eyewear covers cycling, running, and outdoor sunglasses as part of the broader Adidas portfolio (licensed through Safilo). Comparable in sport positioning and broad athletic brand marketing, with overlapping cycling/run customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
100% social profiles
Digital presence100% financial estimates
Financial estimateRevenue estimate
Valuation estimate
100% leadership team
Management profileNumber of profiles
100% funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
100% M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 100%
What does 100% do?
100% designs, manufactures, and sells premium sports performance eyewear (sunglasses and goggles), motocross and mountain biking gloves, replacement lenses, and complementary apparel across 13+ sport categories including motocross, mountain biking, road cycling, baseball, snow sports, running, watersports, motorsports, ATV/UTV, and BMX. The company distributes direct-to-consumer via its Shopify-powered 100percent.com storefront and through a global dealer network, MLB Shop, and the GovX ID program.
Is 100% a public or private company?
100% is a private company. It is classified as corporate owned and is currently operating.
When was 100% founded?
100% was founded in 2012. It employs 51 to 100 people.
Where is 100% based?
100% is headquartered in San Diego, United States, in the North America region.
How does 100% make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are replacement Parts and Lenses.
Who are 100%'s main competitors?
Direct peers on record are Oakley, Smith Optics, Bollé Safety / Bollé Brands, POC Sports, Giro Sport Design and Rudy Project. Emerging players are Pit Viper and Roka Eyewear. Broad incumbents are Nike Vision and Adidas Sport Eyewear.
Does 100% have an API?
No public API is recorded for 100%.
What industry is 100% in?
100%'s product category is Sports Eyewear. Its primary akta.pro industry code is CRAMANAJ, Eye Protection & Goggles Retail, with a secondary code of CRAMANAG, Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro). Its NAICS code is 45911 and its SIC code is 3949.