Oakley's latest product, a pair of goggles designed for skiing and snowboarding, isn't immediately of interest to us road cyclists, but the technology packed inside them is a tasty glimpse of the future.
The Airwave goggles feature a heads-up display and integrated GPS that can display a plethora of data. Temperature, speed, playlists, maps... all can be shown on a display that is said to be the equivalent of looking at a 14in monitor from a distance of five feet.
A wristwatch controller or an iOS/Android smartphone can be used to operate the technology and features inside the Airwave googles. They're on sale now and cost a cool £371.
Now we're not expecting you to rush out and buy a pair, but have a think about how such technology could be used in a pair of cycling glasses. A heads-up display showing your current best Strava time, your average speed, distance to the next cake shop... all without taking your eyes off the road ahead.
This isn't the first time we've seen a company attempt to incorporate a digital heads-up display in a pair of glasses, but with Oakley now clearly interested in the technology and its application, we're probably a step closer to it becoming accessible.
Here's a video from Oakley showing the new goggles:
David has worked on the road.cc tech team since July 2012. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds.