Sundog Eyewear
- Company typePrivate
- Founded1983
- HeadquartersCalgary, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Sundog Eyewear firmographics
Firmographics- Name
- Sundog Eyewear
- Legal name
- Sundog Eyewear Canada
- Website
- https://sundogeyewear.ca
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Sundog Eyewear industry classification
Industry- Product category
- Sport Sunglasses
- NAICS
- Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sport & Performance Eyewear (CRAAAKAC)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Eye Protection & Goggles Retail (CRAMANAJ)
Keywords
Where Sundog Eyewear is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Sundog Eyewear 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
- Eyewear Sales: Primary revenue stream from selling sunglasses including TrueBlue Polarized PLUS, TrueBlue, Polarized, Sport Performance, Golf, Running, and Lifestyle collections. Revenue generated through direct e-commerce sales and retail partner channels.
- Accessories and Apparel: Secondary revenue from golf accessories including headcovers, golf tees, rangefinders, and speakers through exclusive brand partnerships (Blue Tees Golf, Barstool Golf, CMC Design, Tour Tee, Team Golf). Also includes Black Clover premium hats and limited edition headwear.
- Corporate Promotional Products: B2B revenue stream offering customizable corporate gifts and event products includingsunglasses cases with company logos and branded merchandise for corporate rewards, team recognition, and client engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard sunglass pricing ranging from $29 to $37 per pair |
| Other | Pay-as-you-go | Free shipping on orders over $100 CAD |
| Other | Multi-year contract | Corporate promotional products with custom ordering process |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sundog Eyewear product offering
Product offeringCore offering
Sundog Eyewear designs, brands, and supplies polarized sport and lifestyle sunglasses built around proprietary TrueBlue melanin-infused lens technology and SD-C7 Polycarbonate lenses. The company sells direct-to-consumer through its Canadian and US e-commerce storefronts and through major Canadian retail partners (Golf Town, SportChek, Mark's). It also operates a B2B corporate promotional products program offering customized sunglasses and cases with company logos for employee rewards, team recognition, and client engagement.
Product overview
Sundog Eyewear is a Calgary-based eyewear company founded in 1983, specializing in polarized sport and lifestyle sunglasses for athletes and outdoor enthusiasts. The product portfolio centers on proprietary lens technologies including TrueBlue (blue light filtration using melanin infusion), TrueBlue Polarized PLUS, and SD-C7 Polycarbonate lenses. The core sunglass offerings are organized into Sport Performance, Golf, Running, and Lifestyle/Athleisure collections, complemented by the Paula Creamer collaboration sub-brand. Sundog also distributes complementary golf accessories including Black Clover hats, Blue Tees Golf rangefinders and speakers, Barstool Golf headcovers, CMC Design headcovers, Tour Tee golf tees, and Team Golf licensed NHL/NFL/MLB merchandise. The company offers corporate promotional products for custom bulk orders and sells gift cards. All sunglasses feature 100% UVA/UVB protection up to 400nm and carry a one-year warranty against defects.
Differentiator
Problem solved
Functional benefit
Brands
- TrueBlue: Proprietary lens technology that provides enhanced visual clarity and color contrast with blue light filtration, incorporating patented melanin technology designed by Dr. Michael Tolentino
- Paula Creamer Collection
- TrueBlue Polarized PLUS
Quantifiable outcome
- TrueBlue filters up to 96% of blue light (380NM-500NM)
- +3 more outcomes
Companies that use Sundog Eyewear
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
Sundog Eyewear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sundog Eyewear partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- Paula CreamerflagshipLPGA Tour professional golfer who co-designs her own sunglass collection with Sundog Eyewear. The Paula Creamer Collection is a signature line featuring her perspective on style and performance. She is described as a 'genuine performer' and business person who contributes to product design. Collection named and designed by her continues to evolve and garner compliments from women golfers worldwide.
- Charley HullcoreLPGA Tour professional golfer collaborating with Sundog to create products specifically designed to meet unique athlete needs. Partnership ensures products meet highest standards of performance and quality.
- Jimmy JonescoreProfessional golfer on PGA TOUR Canada (son of Canadian Golf Hall of Fame member Dawn-Coe Jones) working with Sundog Eyewear as sponsored athlete. Product feedback and athlete insights contribute to product development for performance sunglasses.
- Kurtis BarkleycoreCanadian golfer with scoliosis who demonstrates resilience and determination. Despite physical challenges, he competes in Canadian Men's Amateur Championship and US Open Qualifier. Member of Team Canada's golf program.
- Mark MelnykcoreMulti-talented writer, producer, and host of successful television shows specializing in sport fishing. Works with Sundog for product input and testing. Travels globally for fishing expeditions testing eyewear in extreme conditions.
- Ellie GreenwoodcoreUltrarunning champion from Scotland with numerous records and championships including IAU 100-K World Championship. Provides feedback on running-specific eyewear needs for trail and road running in varying conditions.
- Josh WilliamscoreProfessional stock car driver with 64 ARCA Racing Series starts and multiple top-10 finishes. Competes at speeds exceeding 190 mph, requiring high-performance eye protection. Brand ambassador for motorsports eyewear needs.
- Jack RoachminorRoad racing athlete who moved from novice to expert classes in one season. Qualified and competed in MotoAmerica Junior Cup. Represents motorsports segment for Sundog eyewear testing.
- Dr. Michael TolentinoflagshipLeading vitreoretinal surgeon and medical director of The Tolentino Eye Research Foundation. Provides medical endorsement for TrueBlue lens technology, validating vision health claims and blue light protection efficacy. Results of over 30 years of lens development.
- Golf TowncoreMajor Canadian golf specialty retailer, one of the leading golf retail chains in Canada. Flagship retail partner for Sundog Eyewear products in Canadian market.
- SportChekcoreLeading Canadian sporting goods retailer with broad consumer reach. Provides retail distribution for Sundog Eyewear products in addition to golf-specific channels.
- Mark'scoreCanadian casual workwear and outdoor retailer. Partnership extends Sundog's reach to work and outdoor lifestyle consumers beyond traditional sport-specific retailers.
- Blue Tees GolfcoreExclusive brand partnership for golf rangefinders and speakers. Sundog serves as exclusive Canadian distributor. Products include Player+ 2 GPS Speaker and golf rangefinders.
- Black ClovercoreExclusive brand partnership for premium lifestyle hats. Black Clover is a lifestyle apparel company with 'Live Lucky' tagline. Sundog is exclusive Canadian distributor for hats including premium fitted and adjustable styles.
- Barstool GolfcoreExclusive brand partnership for golf headcovers, towels, and tools. Barstool Sports branded golf accessories distributed exclusively through Sundog in Canada.
- CMC Design HeadcoversminorExclusive brand partnership for CMC Design branded golf headcovers. Sundog serves as exclusive Canadian distributor.
- Tour TeeminorExclusive brand partnership for Tour Tee golf tees. Sundog is exclusive Canadian distributor for golf tees including Tour Tee PLUS 4-Pack.
- Team Golf (NHL, NFL, MLB)coreLeading supplier of officially licensed NHL, NFL, and MLB golf accessories including headcovers, bags, and gear. Brings sports team pride to the golf course with trusted retail partnerships and quality products.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Sundog Eyewear competitors and assessment
Company assessmentDirect peers
- Wiley X: Wiley X makes sport, protective, and tactical eyewear including polarized sport sunglasses. Comparable to Sundog's sports performance and motorsports segments, with strong positioning in impact protection.
- Maui Jim: Maui Jim is a premium polarized sunglasses brand with strong presence in sport and outdoor categories. Closely comparable to Sundog's Polarized and TrueBlue Polarized PLUS lines in lens technology and premium positioning.
- Costa Del Mar: Costa specializes in polarized sport sunglasses for fishing, boating, and outdoor activities. Comparable to Sundog in target market (outdoor athletes), polarized lens focus, and lifestyle brand positioning.
- Smith Optics: Smith Optics makes sport performance sunglasses and goggles across cycling, running, and outdoor categories. Comparable to Sundog's sport performance offerings in functional positioning and lifestyle/cross-sport targeting.
- Bolle Safety: Bolle produces sport and safety eyewear including polarized sport sunglasses. Comparable to Sundog's sport performance and protection-focused collections, with broader product range.
Broad incumbents
- Under Armour Eyewear: Under Armour's sport eyewear line targets runners, golfers, and outdoor athletes. Comparable to Sundog across multiple sport categories and athlete-driven marketing approach, with broader brand recognition.
- Oakley: Oakley (owned by EssilorLuxottica) is the dominant global sport performance eyewear brand covering golf, running, cycling, and motorsports. Directly comparable to Sundog across product function, target customers, and lens technology claims, but at vastly larger scale.
- Nike Vision: Nike Vision is Nike's sport eyewear line covering running, training, and golf. Comparable to Sundog's sport performance collections in target athletes and brand positioning, with much larger scale.
Emerging players
- Goodr: Goodr is a fast-growing DTC running and golf sunglasses brand at affordable price points. Comparable to Sundog's running and golf collections, but competes on price and brand personality rather than lens technology.
- Pit Viper: Pit Viper is a lifestyle sport sunglasses brand with strong DTC and novelty-driven positioning. Comparable to Sundog's lifestyle/athleisure line, but competes primarily on brand personality and price rather than technical lens features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Sundog Eyewear social profiles
Digital presenceSundog Eyewear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sundog Eyewear leadership team
Management profileNumber of profiles
Sundog Eyewear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sundog Eyewear 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 Sundog Eyewear
What does Sundog Eyewear do?
Sundog Eyewear designs, brands, and supplies polarized sport and lifestyle sunglasses built around proprietary TrueBlue melanin-infused lens technology and SD-C7 Polycarbonate lenses. The company sells direct-to-consumer through its Canadian and US e-commerce storefronts and through major Canadian retail partners (Golf Town, SportChek, Mark's). It also operates a B2B corporate promotional products program offering customized sunglasses and cases with company logos for employee rewards, team recognition, and client engagement.
Is Sundog Eyewear a public or private company?
Sundog Eyewear is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sundog Eyewear founded?
Sundog Eyewear was founded in 1983. It employs 1 to 10 people.
Where is Sundog Eyewear based?
Sundog Eyewear is headquartered in Calgary, Canada, in the North America region.
How does Sundog Eyewear make money?
Three revenue lines are on record. Eyewear Sales are the primary driver. The others are accessories and Apparel and corporate Promotional Products.
Who are Sundog Eyewear's main competitors?
Direct peers on record are Wiley X, Maui Jim, Costa Del Mar, Smith Optics and Bolle Safety. Broad incumbents are Under Armour Eyewear, Oakley and Nike Vision. Emerging players are Goodr and Pit Viper.
Does Sundog Eyewear have an API?
No public API is recorded for Sundog Eyewear.
What industry is Sundog Eyewear in?
Sundog Eyewear's product category is Sport Sunglasses. Its primary akta.pro industry code is CRAAAKAC, Sport & Performance Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 45613 and its SIC code is 3851.