Salt City Optics has launched a new online store specializing in prescription eyewear for outdoor activities. offers prescription eyewear to cyclists, skiers, hikers, fishermen, skateboarders and other outdoor enthusiasts. The company, based in Salt Lake City, claims to be the first online retailer to specialize in the niche. Its employees combine eyewear competence with a passion for the outdoors, and personally practice outdoor activities. The new e-store offers brands such as Oakley, Smith, Electric, Von Zipper, SPY, Raen, IVI, Zeal and Arnette. The company's founder, Steve Genzler, who served as a regional sales rep for Oakley from 2007 to 2010, said that is designed to fill a void in the market. Until now, he said, athletes had limited choices on prescription eyewear that also met their physical demands, in a market where e-commerce sites are mostly fashion dependent.