NOVATO, Calif.—Zenni, the online optical retailer, has announced an expansion to the company’s presence within e-sports as a way to continue its commitment toward eye health education for the gamer community, according to an announcement this week. After forging its initial partnership into e-sports in 2019 with the Golden Guardians, Zenni will both renew that relationship and now become the official eyewear of the Houston Outlaws and the Pittsburgh Knights. Zenni also will continue its partnership with Lux Gaming (which manages variety of titles and gaming communities) and activate through a number of online events and content collaborations.

Working with all four teams, Zenni will offer new and engaging content that has the potential to benefit the entire gaming community and promote sound eye health with its Blokz, blue light-blocking lens technology, according to the company’s announcement.

In addition, Zenni will debut its @Zenni Gaming social media channels on Twitter and Instagram to promote upcoming events, giveaways and limited-edition product collaborations, such as Outlaws’ and Knights’ favorite frames and special edition, team-branded designs. The Zenni Gaming community will also showcase game day looks and major match moments from its teams across 13 titles.

“We’ve been extremely pleased with our initial foray into e-sports and are looking forward to collaborating more with the community to educate and reinforce the importance of eye protection when gaming,” Zenni brand communications officer Sean Pate said. “We believe our Blokz lens technology has an endemic place within the e-sports world, and we’re eager to share its value with a larger audience in 2020.”

Zenni will expand its activations at gaming events when normal event operations resume and plans to continue building its roster of influencers, which will be supported by the Knights and their strategic partner Wiz Khalifa.

“Coming up on our one-year partnership milestone with Zenni, we’ve heard nothing but great things from our LCS players who have used Blokz blue blocker eyewear to reduce eye strain,” said Hunter Leigh, head of GSW Esports. “We are excited to now offer those same health and wellness benefits to everyone who streams under the Golden Guardians brand and are looking forward to an ongoing relationship with Zenni as we look to capture some titles.”