ROKA, the award-winning leader in performance eyewear, today announced the launch of its first-ever Snow Goggles collection, bringing the brand’s proven optics and precision engineering to alpine environments. The debut line includes two models—Niseko and Bridger—each designed to meet the demands of skiers and snowboarders who need clarity, comfort and minimalist functionality no matter the conditions and terrain.
The move into snow is a natural progression for ROKA. With a proven track record in high-performance sunglasses and prescription optics, ROKA has long served athletes who train, race, and explore year-round. As those same individuals push into alpine environments, ROKA now brings its design ethos and optical engineering to meet the demands of winter.
“We’ve spent years mastering fit, optics, and comfort in motion,” said Rob Canales, Co-Founder and CEO at ROKA. “Goggles have been on our roadmap for a long time, and this is the moment where we can bring something to snow that truly reflects our DNA: high-performance, beautifully designed, and purpose-built.”
The new collection launches with two distinct lens profiles tailored to different use cases:
● Niseko ($295 MSRP) features a cylindrical lens that offers superior straight-line optics, a flatter profile, and an inclusive frame shape that fits comfortably over prescription eyewear. With ROKA’s C3™ Optics for enhanced color, contrast and clarity, the Niseko is designed for long days on the mountain and seamless performance across changing conditions. A bonus accessory lens for low-light days is included with each pair.
● Bridger ($195 MSRP) is built around a toric lens geometry that minimizes distortion while maximizing peripheral vision. Ideal for more dynamic riding styles—jumps, lateral movement, and backcountry transitions—the Bridger provides a sharper view when rapid eye movement matters most.
The Niseko and Bridger goggles are also engineered to integrate cleanly with helmets and beanies.
Both models feature ROKA’s MagStorm™ magnetic lens system for glove-friendly, one-handed swaps, FloatFit™ triple-layer face foam for all-day comfort, and GEKO™ grip lining on the strap for a secure fit in cold, wet conditions. Tactile lens tabs, easy strap adjustments, and clean, no-fluff design round out the brand’s deliberately understated approach.
ROKA’s lens portfolio was developed to optimize visible light transmission and base colors across all winter conditions. Each lens delivers superior contrast and clarity, providing a sharp view of terrain while maintaining natural, balanced color. A range of in-demand mirror finishes adds both performance and aesthetic appeal, ensuring the goggles perform as well as they look.
“From lens tints to face foam, we engineered every detail around performance and ease of use,” said Toby Rohrbach, ROKA’s VP of Product Design. “We weren’t chasing gimmicks—we built goggles for people who care about the right things: sharp optics, intuitive features, and a clean aesthetic that disappears once it’s on.”
ROKA’s entrance into snow is defined less by flash and more by substance. “We’re not here to flood the market with ‘new tech’ just for the sake of it,” added Canales. “We’re here to deliver best-in-class performance that reflects the needs of our customers and delivers day in and day out.”
The Niseko and Bridger pre-launch today, with full product availability starting in November 2025 at roka.com.
About ROKA
ROKA is an award-winning performance eyewear brand based in Austin, Texas, dedicated to redefining how athletes and active people experience eyewear. By integrating proven, cutting-edge sport performance technology into everyday prescription glasses and sunglasses, ROKA has created a new category that fuses function and style. Whether you’re a competitive athlete or simply lead an active lifestyle, ROKA offers versatile eyewear solutions designed to elevate your performance and support your well-being. ROKA products are available worldwide at roka.com and through select partners. Follow ROKA on Facebook, Instagram and Strava.
