Snap has a problem with its new $2,195 AR glasses: they’re technologically impressive, but a lot of people think they look ridiculous. Now the company apparently has a very expensive solution.

According to a report from Alex Heath’s Sources newsletter, Snap is in talks to pay Robert Downey Jr. approximately $100 million in stock to become an ambassador for Specs, the company’s new augmented reality glasses.

Why RDJ Makes Sense

Robert Downey Jr. spent over a decade playing Tony Stark / Iron Man in the Marvel Cinematic Universe. For millions of people, he’s the guy who made holograms, AI assistants, and futuristic AR interfaces look cool.

If anyone can make bulky AR glasses feel aspirational instead of awkward, it’s the man who defined wearable tech swagger for a generation.

What Are Snap Specs?

Snap unveiled Specs at the Augmented World Expo on June 16. Unlike Meta’s display-less AI glasses, Snap’s Specs are proper standalone AR glasses with see-through displays:

They’re available for pre-order at $2,195 with a $200 refundable deposit, expected to ship this fall in the US, UK, and France.

The $100 Million Question

A $100 million celebrity endorsement would be one of the most aggressive marketing plays ever for a smart glasses product. It signals that Snap knows it has a perception problem.

The $2,195 price tag puts Specs firmly in luxury/enthusiast territory. Compare that to Meta’s new $299 own-brand glasses, and it’s clear these products are targeting very different audiences. But to regular consumers, the difference between “AI glasses” and “AR glasses” may not matter much — one pair costs $299 and looks normal, the other costs $2,195 and looks like something from a sci-fi set.

If the deal goes through, Robert Downey Jr. could be the bridge between “nerdy AR headset” and “the future of computing.” Snap is betting that Tony Stark’s charisma is worth nine figures.