50 Cent invests in digital eyewear company

If you’ve been paying attention, you’ll know hip-hop isn’t having the best week. 50 Cent is as aware of this as anyone, yet he’s still able to bring a bit of sagacity to the table. Well, that and a whole lot of money. Just as he did with Glacéau and Vitamin Water, Curtis “50 Cent” Jackson has invested in Gunnar Optiks and their “digital performance eyewear.”

Sound ridiculous? 50 may be more astute than you’re giving him credit for. The Glacéau deal netted him an estimated $100 million when the company was sold to Coca-Cola for $4.1 billion in 2007. This new deal is apparently following a similar model, and the products are actually pretty intriguing.

This is a world where half of us spend half our time staring at some form of digital screen: smart phone, computer, television, what-have-you. Gunnar’s specs are specifically designed to enhance the experience, reducing glares and eye-strain while sharpening images. The lenses have been developed in indoor, outdoor, and even 3D models, and the frames are as fashionable as any upmarket pair of shades. They’re protection, style, and anywhere from 70 to 200 dollars.

The company was initially interested in having 50 solely as an endorser, but the rapper had bigger plans. Just like in the Vitamin Water deal, he’ll act as both investor and endorser. It’s unknown how much of a stake he owns, but he definitely has a say in the company’s direction. His first orders of business have been helping get Diddy and Busta Rhymes’ manager Chris Lightly in as an investor and hooking up B.o.B and Soulja Boy with endorsement deals.

Time will tell if this produces results that measure up to the previous deal. There’s certainly prospects in the 3D market, and Gunnar already has a Tron endorsement with Disney. Major League Gaming, the professional video game league, is also involved, and glasses aimed at the gamer market hold compelling potential. 50 clearly sees it, as he tweets, “Tweetin with my gunnar glasses on trick! u aint got these suckas. get ur money right ima get like 50 new hoes wit [these].” Get your money right.


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