Sandisk has announced a major rebranding of its internal solid-state drive portfolio, introducing SANDISK Optimus™ as the new umbrella name for its flash-based storage solutions targeted at gamers, creators, and professionals. The announcement was made at the Consumer Electronics Show (CES®) 2026, marking a strategic shift that aligns the company’s internal SSD offerings more closely with its core Sandisk heritage.
The SANDISK Optimus™ portfolio brings together three distinct product families, SANDISK Optimus™, SANDISK Optimus™ GX, and SANDISK Optimus™ GX PRO, each designed to address different performance needs while maintaining a unified brand identity built around speed, reliability, and engineering excellence.
According to Sandisk, the new branding is more than a name change. It reflects a clearer performance hierarchy and a more intuitive way for consumers to navigate product options, whether they are building gaming rigs, creative workstations, or next-generation AI-powered PCs. The rebrand also introduces bold new packaging and industrial design inspired by Sandisk’s long-standing innovation in flash memory.
Speaking on the development, Heidi Arkinstall, Vice President of Global Consumer Brand and Digital Marketing at Sandisk, said the Optimus brand is intended to simplify decision-making for consumers. She noted that the refreshed identity makes it easier for users across different segments to quickly identify the storage solution that best fits their needs, without losing the trust Sandisk has built over decades.
Under the new structure:
- SANDISK Optimus™ serves as the performance benchmark for everyday creators, offering a balance of speed and affordability. This line replaces the former WD Blue® internal SSDs, including products like the WD Blue SN5100 NVMe™ SSD.
- SANDISK Optimus™ GX is tailored for gamers seeking fast load times, improved power efficiency, and expanded capacity. It succeeds the WD_BLACK™ gaming SSD range, including the WD_BLACK SN7100 NVMe SSD.
- SANDISK Optimus™ GX PRO stands at the top of the lineup, delivering flagship-level performance for developers, professionals, and high-end gamers. Designed for AI PCs, advanced workstations, and premium builds, it replaces top-tier WD_BLACK™ models such as the WD_BLACK SN8100 NVMe SSD.
Anil Moolchandani, Vice President of Product Management, Client at Sandisk, described the transition as a natural evolution of a portfolio already trusted by millions globally. He explained that the Optimus family better reflects the strength, depth, and future ambitions of Sandisk’s internal SSD offerings, particularly for demanding workflows and performance-intensive environments.
The shift from WD_BLACK™ and WD Blue® to the SANDISK Optimus™ identity begins immediately, with newly branded products expected to appear at select retailers worldwide in the first half of 2026, available for purchase, pre-order, or notification.
Sandisk says the rebrand positions the company for future expansion while reinforcing its reputation for quality and reliability in flash storage. More details about the Optimus lineup are available via Sandisk’s official channels and the SANDISK Optimus™ social media platforms.
