The trend of "Champagne Goggles" in the NBA Nike, Oakley, PUMA: all ready to "protect" the champions

***UPDATE 21/07/2021***
The Milwaukee Bucks are the new NBA champions and one of the most interesting peculiarities is to see how the players have used the Goggles Glasses, the glasses that protect against champagne - or beer, given the origin of the champions - flowing freely in the locker room. Giannis ANtetokounmpo has been the go-to-guy all season and his giant Swoosh on protective eyewear speaks volumes about Nike's rosy future that has singled out the Greek as the new face that will soon replace LeBron James. Less charming is coach Mike Budenholzer, with a version of the Goggles more like a 70s skier than an NBA champion.

***15/10/2020***
What could be a better way to celebrate a triumphant victory than pouring champagne over your teammates heads? The feeling of liberation that the act of uncorking a bottle causes is unparalleled, but it also has drawbacks. For this reason, especially in the American vision of sport, it is useful to wear what for about ten years have been renamed as "champagne glasses" - more commonly called goggles.

The last to do so were the Los Angeles Lakers, new NBA champions for 2019-2020. The symbolic scene of celebrations is a symptom of a trend that has accompanied American sport for almost 10 years: "Where's my goggles?!" asks immediately the 4 times MVP of the Finals LeBron James, as if you could not access the locker room - already completely cold before the arrival of the players - without the new must of the winners.

From 2013 to today, the tend has evolved considerably, with custom versions of the goggles and with team versions, as in the case of the incredible 2016 Cleveland Cavaliers. The race for visibility in the most photographed moment of glory in history has already started and the brands they are ready to be there when the stakes are so high.