Alpharetta, Ga. – September 11, 2026 -- National Vision Holdings, Inc. (NASDAQ: EYE) has unveiled a nationwide brand refresh for its Eyeglass World chain, aiming to reposition the optical retailer as a digital, style-forward destination for eyewear shoppers.
A new campaign ties eyewear to personal identity
Developed with creative agency VML, the relaunch centers on the tagline "Change Your Glasses. Change Your World." The campaign's launch film follows a woman navigating a mirror maze, trying on different pairs of glasses that reflect different versions of herself.
Joe VanDette, Chief Brand and Marketing Officer at National Vision, called the effort "a complete reinvention of the brand to meet the expectations of today's style-focused consumers," adding that the company is making it easier for customers to shop via virtual try-on, online purchase, or in-store visits.
The rollout spans digital, social, and even music streaming
The refreshed brand includes a curated, style-forward frame assortment and what the company describes as a boutique-inspired shopping experience, combining trusted guidance with a customer-first approach. The campaign is rolling out through digital video, social media, and influencer partnerships nationwide.
An original single titled "Change Your World," created by musician Spencer Ludwig in partnership with Trumpet Records, serves as the campaign's soundtrack. The track debuted on streaming platforms earlier this month.
Eyeglass World is one of four National Vision retail brands
National Vision operates more than 1,200 stores across 40 states and Puerto Rico under brands including America's Best, Eyeglass World, and Vista Optical, alongside its e-commerce platform DiscountContacts.com.