Jesse Haynes (B.A. ’19, MBA ’20) knows what hard work looks like. Raised in the Tulsa suburb of Skiatook, Haynes is a bestselling author on Amazon, the former host of an award-winning podcast, a marketing consultant and writer for the Forbes Business Council, and now the co-founder a new eyewear company, Solaro Shades, alongside baseball comedian Mark Paul.
Haynes saw the opportunity to break into the baseball space because of Paul’s social media following. “At the time of founding the company, Mark had just over half a million followers across his social channels, and they were all a very niche audience: baseball and softball parents, most of whom were looking for an alternative to paying $200 for high-end baseball sunglasses,” he said. “This gave us the perfect opportunity to launch a creator brand.”
So far, sales are strong. Since launching in April 2023, Solaro Shades have been adopted by MLB players, Savannah Bananas, U.S. Olympians, and top NCAA athletes. Every pair of sunglasses comes with five interchangeable lenses and a limited lifetime warranty.
Haynes is a proud graduate of The University of Tulsa’s Kendall College of Arts & Sciences (media studies) and Collins College of Business, a combination that he credits with allowing him to not only identify problems in the market, but also solve them.
For example, Solaro Shades has become the only major sports sunglasses company to have a dedicated softball line. With a liberal arts education and books such as “Invisible Women” in hand, Haynes knows that the business practice of “pink it and shrink it” has failed a million-plus softball players and he wants to do what he can to advocate for this underserved market.
Now, with consultation from professional and Olympic softball players and marketing efforts led by Abby Jones (B.S.B.A. ’24), a recent Golden Hurricane softball letterwinner, Solaro has developed a product line designed by women for female athletes, while finding ways to produce their high-end shades at the same factory as Oakley for often less than half the price.
“Obviously, we need to turn a profit to grow the business,” Haynes said, “But the true value to me is being able to help real people in the real world. Baseball and softball are great sports but also have one of the most expensive barriers to entry. By selling premium glasses for a much more affordable price, we’re helping make the game more affordable and accessible to anybody who wants to play it.”
Convention would wrongly suggest that the best life is to be “paid in the shade.” For Haynes, though, it’s been quite the opposite.
“Baseball and softball teach self-discipline, hard work, team communication and many other valuable life skills,” he said. “Through sports, I learned those lessons right here in the Tulsa heat and the TU light, and I hope that our sunglasses company continues to grow and help young athletes follow the same path – all while saving a little money, too.”
What’s next for Solaro Shades? Fittingly, it is glasses for the rest of us.
“We just announced our next endeavor: a lineup of blue light-blocking screen glasses designed by the popular YouTuber LoverFella,” Haynes shared. “While they’re intended for gamers, they’ll be great for anybody who looks at a screen more than a person should – so, perhaps, everybody.”
Whether you’re looking to study the creator economy of the digital age or dive into it head-first with your own company, UTulsa has what you need to make it happen. Explore our media studies and MBA programs to learn how you can achieve your academic and career goals.