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Electric Sunglasses
Three friends by the names of Bruce
Beach, Kip Arnette, and Mike Carter set out to launch a new
sunglass eyewear company called Electric Visual in January
of 2000. These friends had spent eight years designing and
marketing for another eyewear company, and Bruce and Kip
decided that after eight years they had the expertise and
motivation to start their own eyewear company. They enlisted
their friend Mike Carter to do the marketing strategy and
the team was off and running. The plan was to design
designer sunglasses that were high tech and fashionable. The
company was off to a running start but suffered a number of
setbacks…which almost killed the company before it had
barely gotten off the ground. Production delays, a number of
economical disasters that included the stock market tumbling
down, the whole sordid 9/11 business, and several other
problems nearly killed the fledgling company. Imagine all of
these things taking place in the first year and a half of
starting a business. It would be exceedingly rough don’t you
think?
But, in spite of all the setbacks and having a very shaky
start, Electric kept the faith and pushed on, determined to
establish themselves as a major contender and leader in the
sunglasses/eyewear market. The Electrics marketing
foundation became well established and soon enlisted a truly
awesome team of incredible athletes. The formation of this
great athletic team happened rather quickly and the team
seemed naturally tailored for the wild rollercoaster ride of
experiences to come. Using the different personalities of
the team for inspiration for Electric’s design ideas…product
ideas started flowing like water. Frame designs like the
Noise and Flux came out practically overnight on top of the
first three product releases.
The next couple of years flew by with
increased demand for Electric’s innovative sunglasses. All
of the difficulties were overcome and a team roster boasted
some of the best guys in skateboarding. The original team
consisted of four guys…Luke Egan, Mike Todd, Peter Line, and
Bam Margera and still does. These guys are still on top of
their game and are an inspiration for other skaters all over
the world. Their athletic skills and the foresight of
Electrics marketing helped make Electric the leader it is
today. Electric still recruits new people to their team, but
the same standards apply; that the people have talent and
the drive that will keep them on the Electric team roster 5,
6, or more years from the time they join the Electric team.
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