DALLAS, March 5, 2018 /PRNewswire/ -- ROKA, the Dallas-based performance design company, has announced the signing of professional cyclist Dan Martin. The Irish veteran who finished sixth at last year's Tour de France is the first UCI World Tour rider to test and wear ROKA's new Advanced Performance for Extreme Conditions (A.P.EX) eyewear, the lightest high-performance optics in the world.
"We designed the new advanced performance eyewear for the most demanding athletes, and no one demands more from their gear in extreme conditions than a cyclist of Dan's caliber," says ROKA co-founder and CEO Rob Canales. "Every last detail matters when you're trying to win the most grueling multi-week stage race on the planet. With A.P.EX, Dan will now have the lightest and most comfortable eyewear in the peloton, with a completely customized fit that's unlike anything else on the market."
Martin, a member of UAE Team Emirates, made his season debut last week at the Volta ao Algarve in Portugal. He's currently racing at Paris-Nice, which began Sunday.
"I pride myself on being innovative and finding every little advantage I can. When I looked into the ROKA brand, I knew they fit with my philosophy." Martin says. "From the moment I put on the A.P.EX eyewear, I knew ROKA had designed something truly better. The weight and fit is unlike anything else I've ever tried."
After finishing sixth and ninth at the Tour de France over the past two years, Martin, 31, knows the dream of standing atop the podium in Paris is finally within striking distance. Even more impressive than finishing sixth last year is that he did so with two fractured vertebrae in his back after a horrific crash during Stage 9.
"The goal this year is to stay healthy and crash-free. I know without those problems, I can be one of the best in the world," Martin says. "In the last three years at the Tour, I've finished in the top four of a stage seven times but I haven't had any victories. So it's bugging me a bit. Consistency is amazing, but consistently winning would be better."
The A.P.EX collection is the lightest performance eyewear on the market, weighing between 18–25 grams. The unique design gives high-performance athletes an unparalleled level of vision and comfort, even in the most grueling conditions.
Visit http://www.roka.com or email firstname.lastname@example.org to learn more about the company's growing lines of premium performance eyewear, apparel and equipment. Follow ROKA on social media at Facebook, Twitter and Instagram.
ROKA started in a garage in Austin, Texas with humble beginnings and laser-beam focus. Our mission is to unlock human potential. To equip, empower, inspire and ignite. We serve those who seek to redefine the standard, to push themselves to the limit – whatever and wherever that may be. When we see an opportunity to innovate, to challenge the status quo, to disrupt a complacent or monopolistic market, we go all in. For more information, visit www.roka.com/pages/contact-us
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