ROKA Launches Its First-Ever Snow Goggles Collection

What’s happening:
ROKA, the award-winning leader in performance eyewear, has officially entered the alpine space with the launch of its first-ever Snow Goggles Collection. The debut line features two models — Niseko and Bridger — engineered for clarity, comfort, and minimalist functionality across all snow conditions.

With a proven legacy in high-performance sunglasses and prescription optics, ROKA’s move into snow is a natural evolution. “Goggles have been on our roadmap for a long time,” said Rob Canales, Co-Founder and CEO at ROKA. “This is the moment where we can bring something to snow that truly reflects our DNA: high-performance, beautifully designed, and purpose-built.”

Niseko ($295) uses a cylindrical lens for straight-line optics and a flatter fit that works over prescription eyewear. Outfitted with C3™ Optics for enhanced color, contrast, and clarity, it comes with a bonus lens for low-light conditions.

Bridger ($195) features a toric lens geometry that minimizes distortion while maximizing peripheral vision — ideal for dynamic riders and backcountry explorers.

Both models integrate with helmets and beanies and include MagStorm™ magnetic lens swaps, FloatFit™ triple-layer face foam, and GEKO™ grip lining for a secure fit in cold, wet conditions.

Why it matters:
ROKA’s entry into snow reflects a broader trend — performance eyewear brands expanding beyond category lines to follow the athlete’s full year of movement. From triathlon courses to alpine slopes, the focus remains the same: sharp optics, intuitive design, and comfort in motion.

The Playbook Take:
ROKA’s debut in snow isn’t about hype — it’s about evolution. By bringing its optical precision and athlete-first engineering to winter, the brand proves performance doesn’t stop when the temperature drops.