Snap Specs named Robert Downey Jr. its honorary Chief Customer Experience Officer, putting the Iron Man star behind $2,195 augmented reality (AR) glasses. The move comes shortly before the glasses go on sale later this fall.

For Snap, the hire leans on Downey’s role as Tony Stark, the inventor he played in the Marvel films. However, the company has not said what the role pays.

Why Snap Specs Needs Tony Stark Before Launch

Snap Specs layers apps, games, and an AI assistant over the real world. In new videos, Downey shows how the glasses can help users improve their golf game, watch shows anywhere, and learn new skills.

SPECS announced the hire on X.

Moreover, Snap needs a stronger pitch. Snap stock fell when CEO Evan Spiegel unveiled the glasses at the Augmented World Expo (AWE) in June.

Competition adds pressure too. Meta sells its own $1,299 VR glasses, while Snap Specs costs almost $900 more. Meta’s model, however, is a VR device rather than AR glasses.

Snap (SNAP) Stock Price. Source: TradingView

A Familiar Face Meets an Unproven Device

Investors have warmed to Snap lately. The stock has gained 7.59% over the past five days and almost 40% over three months.

Even so, shares remain 22.48% lower since the start of the year.

Still, the Snap Specs deal itself stays opaque. Snap disclosed no terms with the announcement, and Downey has not commented on his pay.

In June, tech reporter Alex Heath said Snap was in talks to pay Downey about $100 million. Neither side has confirmed that figure. That matters for shareholders, since a stock-based deal could dilute their holdings.

Meanwhile, Snap has also courted business buyers. In September, it signed enterprise partners for Specs, including Nvidia, AWS, and Salesforce.

Rival Meta, by contrast, has won Wall Street backing. JPMorgan raised its Meta stock price target after the Muse AI agent launch.

Ultimately, the AR glasses race now runs on celebrity, enterprise deals, and AI assistants at once. For Snap Specs, Downey brings attention. Sales will show whether he also brings buyers.

The post Why Snap Needed an Iron Man Star Before Its $2,195 Glasses Go on Sale appeared first on BeInCrypto.