Sandisk is strengthening its brand identity through brand integration and actively expanding its global distribution channels.

SanDisk announced on the 6th at CES 2026 that it will completely reorganize its flagship NVMe SSD lineup under the 'SANDISK Optimus™' brand.

Through this brand integration, the existing WD_BLACK™ and WD Blue® NVMe™ SSD product lines will be absorbed into a new SSD brand system that inherits SanDisk's technology and quality, and will be reorganized into a segmented portfolio for gamers, creators, and professionals.

The new SANDISK Optimus™ lineup consists of three product lines: SANDISK Optimus™, SANDISK Optimus™ GX, and SANDISK Optimus™ GX PRO, and is designed to allow intuitive differentiation of performance grades based on user needs.

With this brand reorganization, SanDisk has also revamped its packaging and product designs.

The new design reflects SanDisk's technological heritage and innovation in flash memory, while incorporating the company's latest design language to enhance the user experience.

exceptWhile the new model is clearly differentiated from the existing WD_BLACK and WD Blue products, SanDisk's signature high standards of reliability, durability, and performance remain intact throughout the portfolio.

This is evaluated as a strategic change that continues the brand value of SanDisk, which has led the flash memory innovation.

SANDISK Optimus™ is a performance lineup for content creators and creators.

It is aimed at users who value a balance between speed and price, and the existing WD Blue SN5100 NVMe SSD is included in this product line.

SANDISK Optimus™ GX is a high-performance lineup for gamers, offering fast loading speeds, power efficiency, and expanded storage capacity. The existing WD_BLACK SN7100 NVMe SSD applies.

SANDISK Optimus™ GX PRO is the top flagship product in the brand's portfolio.

Designed for professionals, developers, and advanced gamers building AI PCs, workstations, and high-end PCs.

The existing WD_BLACK SN8100 NVMe SSD is being reorganized into the GX PRO lineup.

“SANDISK Optimus is a brand that redefines the performance standards required in the consumer environment,” said Heidi Akinstal, vice president of global consumer brands and digital marketing at SanDisk. “By structuring the portfolio to reflect the needs of individual users, we have made it easier for consumers to choose the storage that is right for them.”

“Users around the world have trusted SanDisk internal SSDs,” said Anil Mulchandani, vice president of client product management at SanDisk. “The new SANDISK Optimus brand reflects our robust portfolio that meets the needs of professionals, gamers, and power users.”

The transition from the WD_BLACK and WD Blue brands to the SANDISK Optimus brand will be implemented sequentially, starting with this announcement.

Products featuring the new design will be available for purchase, pre-order, and notification registration through select global distribution channels in the first half of 2026.