Transitions to unveil expanded retail presence on PGA TOUR

January 24, 2011
PGA TOUR staff

PONTE VEDRA BEACH, Fla., January 24, 2011 -- Transitions Optical, Official Marketing Partner of the PGA TOUR® and title sponsor of the Transitions Championship®, today announced it will have a significantly expanded retail presence on the PGA TOUR in 2011.

Located within the PGA TOUR merchandise area at each event, the Transitions retail space will feature opportunities for golf enthusiasts of all levels to experience the benefits of Transitions, talk to an eyecare professional about which Transitions might be right for them and purchase Transitions' non-prescription sunwear products -- Transitions® SOLFXTM -- at six PGA TOUR tournaments as well as seven TPC golf facilities that play host to PGA TOUR and Champions Tour events. The first tournament will be the Waste Management Phoenix Open the week of Feb. 1-6. The tournament's host site, TPC Scottsdale, will have a year-round display featuring Transitions SOLFX eyewear with adaptive lens technology that automatically adjusts to darken and change color when exposed to the sun's harmful UV rays.

"Transitions has consistently shown its commitment to raising awareness among consumers about the importance of healthy, quality sight not only when it comes to athletic performance but also in everyday life," said Peter Kent, vice president, Championship Management Business Affairs. "Bringing this retail experience to other PGA TOUR events throughout the year further reinforces the connection between Transitions and golf, which has already gained tremendous attention from the golf community, including the professionals who have come to value quality vision as key to their game."

The Transitions retail experience will encourage consumers to test their accuracy on a putting green; assess visual memory, response time and eye-hand coordination; and learn insider tips of the game from Transitions healthy sight ambassadors Kenny Perry, Trevor Immelman, swing coach Matt Killen and sports/vision expert Dr. Larry Lampert.

he experience will be open to all attendees during THE PLAYERS Championship (May 9-15), HP Byron Nelson Championship (May 23-29), Travelers Championship (June 20-26), The Barclays (Aug. 22-28) and THE TOUR Championship presented by Coca-Cola (Sept. 19-25). Transitions adaptive eyewear will also be on display and available throughout the year at other TPCs, including: TPC Sawgrass (home of THE PLAYERS), TPC Louisiana (Zurich Classic of New Orleans), TPC Boston (Deutsche Bank Championship), TPC Harding Park (Charles Schwab Cup Championship), TPC San Antonio (Valero Texas Open and AT&T Championship) and TPC Tampa Bay (Outback Steakhouse Pro-Am).

"We are thrilled to kick off another exciting year with the PGA TOUR by introducing this retail exhibit at the Waste Management Phoenix Open," said Connie Falvo, director of external affairs, Transitions Optical. "Having a presence at multiple TOUR events throughout this year gives us a great opportunity to continue to raise awareness about the importance of proper eyecare and eyewear and the natural connection between healthy, quality sight and optimal sports performance."