Snap Names Robert Downey Jr. Honorary Customer Experience Chief for SPECS

Snap has appointed actor Robert Downey Jr. honorary Chief Customer Experience Officer for its SPECS augmented-reality glasses, putting him at the center of a campaign ahead of expected fall shipments.

In the honorary role, Downey will help shape Lens experiences and original content. He will also collaborate with Snap on the glasses’ hardware and in-person experiences. “I was absolutely sold on SPECS within 40 seconds,” Downey said.

The campaign’s first episodes show uses for workspaces, golf, entertainment and art. They include episodes titled “Read The Green,” “Masterpiece” and “Bediquette.” Snap scheduled the campaign’s first TV placement for the Oct. 20 Knicks-76ers Tip-Off game.

SPECS are see-through glasses that place digital experiences in the wearer’s surroundings and respond to hand and voice controls. Preorders opened June 16. The glasses start at $2,195, and a preorder requires a $200 refundable deposit. Shipments are expected to begin in fall 2026 in the United States, United Kingdom and France.

Another campaign episode is scheduled for Game 1 of the World Series on Oct. 23.