Xades
XADES (MAELENTES SA de CV) is a Mexican direct-to-consumer sports and blue light eyewear brand, founded 2017 and headquartered in Guadalajara, selling polarized, photochromic, and TR-90 ultralight sunglasses via its Shopify storefront xades.com.mx to athletes, motorsports fans, and digital device users across Mexico.
- Company typePrivate
- Founded2017
- HeadquartersGuadalajara, Mexico
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Xades does
XADES, operated by the Mexican private entity MAELENTES SA de CV, is a direct-to-consumer sports and performance eyewear brand headquartered in Guadalajara, Jalisco. Founded in 2017, the company sells sunglasses and blue light eyewear through its Shopify-powered e-commerce storefront at xades.com.mx, shipping exclusively within Mexico via FedEx and accepting card, PayPal, and OXXO cash payments.
The product portfolio spans the PRO+ performance line (polarized UV protection, TR-90 ultralight frames, anti-corrosion coatings, ventilation, photochromic options, and 4-lens magnetic interchangeable systems on the X108 PRO+ MAX), the PRO line, MV ventilation-focused models, PH photochromatic variants, the CTRL blue light/photochromic line for digital device users, the CHECO WINS commemorative collection tied to Formula 1 driver Sergio "Checo" Pérez, and LUPS silicone accessories licensed by the Mexican National Soccer Team. Pricing ranges from approximately MXN 899 to MXN 2,999 across SKUs, with promotional bundles offering 30% off first pair plus additional pair discounts.
The business model is pure consumer e-commerce: one-time unit sales processed online with no B2B, wholesale, retail, or international distribution channels. Customer segments include Mexican athletes and sports enthusiasts (primary), PRO+ tier performance athletes (primary), motorsports fans drawn by the Pérez association, and digital device users seeking blue light protection. The company monetizes through list-price sales supplemented by bundle promotions and seasonal campaigns, with marathon event sponsorships used as brand-building channels rather than direct revenue streams.
Xades firmographics
Firmographics- Name
- Xades
- Legal name
- MAELENTES SA de CV
- Website
- https://xades.com.mx
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- XADES (MAELENTES SA de CV) is a Mexican direct-to-consumer sports and blue light eyewear brand, founded 2017 and headquartered in Guadalajara, selling polarized, photochromic, and TR-90 ultralight sunglasses via its Shopify storefront xades.com.mx to athletes, motorsports fans, and digital device users across Mexico.
- Ownership category
- akta.pro rank
Xades industry classification
Industry- Product category
- Sports Eyewear
- NAICS
- Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Sport & Performance Eyewear (CRAAAKAC)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)
Keywords
Where Xades is headquartered
LocationHeadquarters
- HQ city
- Guadalajara
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
Xades business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Direct E-commerce Sales: XADES generates revenue through direct-to-consumer online sales via their Shopify-powered e-commerce store. Customers purchase sunglasses and accessories at listed prices in Mexican pesos. The company processes payments through credit/debit cards (Visa, Mastercard, American Express), PayPal, and OXXO cash payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | PRO+ Performance Line - Premium sports eyewear |
| Unit Pricing | Pay-as-you-go | CTRL Blue Light Line - Everyday protection eyewear |
| Unit Pricing | Pay-as-you-go | CHECO WINS Collection - Limited edition commemorative line |
| Unit Pricing | Pay-as-you-go | PRO Line - Sports performance eyewear |
| Unit Pricing | Pay-as-you-go | Accessories - Silicone cases |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Xades product offering
Product offeringCore offering
XADES designs, markets, and sells sports performance sunglasses and blue-light protective eyewear directly to Mexican consumers through its Shopify e-commerce store. Product families include the PRO+, PRO, MV, and PH (photochromic) lines built around polarized UV lenses, TR-90 ultralight frames, anti-corrosion coatings, ventilation, and magnetic interchangeable lenses, plus the CTRL Blue Light line, the CHECO WINS commemorative collection with Formula 1 driver Sergio "Checo" Pérez, and LUPS silicone cases.
Product overview
Xades is a Mexican sports eyewear brand (operated by MAELENTES SA de CV) offering two main product lines: (1) PRO+ and PRO performance sunglasses featuring polarized lenses, UV protection, ultralight TR-90 materials, and anti-corrosion properties, including photochromatic models and models with interchangeable magnetic lenses; and (2) CTRL BLUE LIGHT glasses providing blue light protection and photochromatic adjustment for indoor/outdoor use. The product portfolio includes models X101 through X118 across various lines (PRO+, PRO, MV, PH, CTRL), the CHECO WINS commemorative collection celebrating racing driver Sergio Perez's victories, and LUPS silicone cases officially licensed by the Mexican National Soccer Team. All products are unisex and one-size-fits-all, with accessories including protective cases and cloths.
Differentiator
Problem solved
Functional benefit
Brands
- PRO +: Performance line of sports sunglasses with advanced features like interchangeable magnetic lenses (X108 PRO+ MAX), polarized UV protection, and ultralight TR-90 materials.
- PRO
- CTRL
- MV
- CHECO PÉREZ
Products and services
- XADES PRO+ Performance Sunglasses Line Premium sports performance sunglasses for runners, cyclists, and athletes, featuring polarized UV lenses, TR-90 ultralight frames, anti-corrosion coatings, frame ventilation to prevent fogging, and premium-tier models with magnetic interchangeable lens systems.
- XADES PRO Sports Sunglasses Line Standard-tier sports sunglasses providing polarized UV protection and TR-90 ultralight frames with anti-corrosion coating for on- and off-track athletic use.
- XADES MV Sports Sunglasses Line Sports sunglasses with functional design offering complete eye and face protection, polarized UV lenses, TR-90 ultralight frame construction, and ventilation for clear vision during active use.
- XADES PH Photochromic Sunglasses Sports sunglasses featuring photochromatic lenses that adjust to changing light conditions, made from ultralight TR-90 material with anti-corrosion coating.
- XADES CTRL BLUE LIGHT Eyewear Line Blue light protective glasses for digital device users with photochromatic adjustment to light changes, suitable for indoor and outdoor wear; built on TR-90 ultralight frames with anti-corrosion coating.
- CHECO WINS Commemorative Collection Commemorative eyewear celebrating Sergio "Checo" Pérez's Formula 1 race victories, available in X1, X2, X3, and X4 silhouettes with various designs.
- XADES LUPS Silicone Cases Official Mexican National Soccer Team silicone lens covers available in multiple colors, designed to be flexible, shock-resistant, dust- and sand-repellent, and adaptable to most eyewear brands.
Quantifiable outcome
- Frame weights range from 17g to 36.8g depending on model
Companies that use Xades
Customer profileSegments4 records
Ideal customer profiles3 records
Xades technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Xades partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FedExoperationalFedEx serves as the primary logistics and delivery partner for XADES e-commerce orders within Mexico. FedEx handles all order fulfillment including standard shipping (2-6 business days), 3 delivery attempts, and 'OCURRE' pickup option at FedEx locations for failed deliveries. Special handling procedures exist for Baja California Norte and Baja California Sur shipments undergoing customs inspection.
Scale indicators1 record
Recent moves1 record
Expansion highlights4 records
Xades competitors and assessment
Company assessmentBroad incumbents
- Nike Vision: Sports brand offering Nike-branded performance sunglasses through its eyewear licensee. Targets the same athlete and active-lifestyle consumer that Xades addresses, with materially broader brand recognition and marketing reach globally including Mexico.
- Oakley: Global leader in performance sports eyewear owned by EssilorLuxottica. Competes directly with Xades in polarized, UV-protective sports sunglasses targeted at athletes and outdoor enthusiasts, but operates at a vastly larger scale with global retail and sponsorship infrastructure.
- Adidas Sport Eyewear: Sports brand with a polarized, performance sunglasses line sold globally and in Mexico through sporting goods retail. Competes for the same active consumer through brand recognition and broader distribution.
- Under Armour Eyewear: Performance sportswear brand with a sports sunglasses line targeting athletes. Competes in the same active-lifestyle segment but at a broader brand portfolio scale compared to Xades' focused catalog.
Direct peers
- Rudy Project: Italian sports eyewear specialist focused on cycling, running, and triathlon with photochromic, polarized, and interchangeable-lens technologies. Closely matches Xades' feature stack (TR-90 ultralight, interchangeable lenses, anti-fog ventilation) and athlete-segment targeting.
- Bollé Safety / Bollé Sport: Established sports eyewear brand offering polarized, photochromic, and interchangeable-lens performance sunglasses for running, cycling, and motorsports. Directly comparable product technology and athlete use-case focus to Xades' PRO+ line.
- Smith Optics: Performance eyewear brand known for ChromaPop lens technology and sport sunnies used in cycling, running, and outdoor adventure. Competes in the same premium polarized/photochromic sports eyewear category with overlapping athlete-customer overlap.
- Hawkers: Spanish DTC sunglasses brand built on celebrity collabs and aggressive digital marketing. Directly comparable DTC model and brand-building playbook; serves similar Spanish-speaking Latin markets including Mexico with cross-border shipping.
Emerging players
- Pit Viper: US DTC sunglasses brand famous for bold, sporty styles with polarized and UV-protective lenses sold direct to consumer. Comparable DTC e-commerce model and younger active-lifestyle consumer base to Xades.
- Goodr: US-based DTC running sunglasses brand with strong social media presence and sub-$25 price points. Closely comparable go-to-market motion (DTC-first, running community partnerships), though serves a lower price tier than Xades' PRO+ line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Xades social profiles
Digital presenceXades financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xades leadership team
Management profileNumber of profiles
Xades funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xades 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 Xades
What does Xades do?
XADES designs, markets, and sells sports performance sunglasses and blue-light protective eyewear directly to Mexican consumers through its Shopify e-commerce store. Product families include the PRO+, PRO, MV, and PH (photochromic) lines built around polarized UV lenses, TR-90 ultralight frames, anti-corrosion coatings, ventilation, and magnetic interchangeable lenses, plus the CTRL Blue Light line, the CHECO WINS commemorative collection with Formula 1 driver Sergio "Checo" Pérez, and LUPS silicone cases.
Is Xades a public or private company?
Xades is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Xades founded?
Xades was founded in 2017. It employs 11 to 50 people.
Where is Xades based?
Xades is headquartered in Guadalajara, Mexico, in the Latin America region.
How does Xades make money?
One revenue line is on record: direct E-commerce Sales.
Who are Xades's main competitors?
Broad incumbents on record are Nike Vision, Oakley, Adidas Sport Eyewear and Under Armour Eyewear. Direct peers are Rudy Project, Bollé Safety / Bollé Sport, Smith Optics and Hawkers. Emerging players are Pit Viper and Goodr.
Does Xades have an API?
No public API is recorded for Xades.
What industry is Xades in?
Xades's product category is Sports Eyewear. 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.