In a major shift for the storage market, SanDisk has announced it is moving away from Western Digital's famous color-coded branding for its performance solid-state drives. The company revealed at CES 2026 that its gaming and high-performance SSDs will now carry the Optimus name, retiring the well-known WD Black and WD Blue labels trusted by PC builders and enthusiasts for years.
A Three-Tier Rebranding Strategy
The new Optimus lineup is split into three distinct tiers to cater to different user needs. The base Optimus series is aimed at content creators and general users seeking reliable performance on a budget. This tier essentially takes the place of the previous WD Blue drives, such as the SN5100 model.
For gamers, SanDisk introduces the Optimus GX drives. These SSDs focus on delivering fast load times while being efficient with system power, succeeding the popular WD Black models like the SN7100.
At the top sits the Optimus GX Pro. This is where SanDisk places its fastest hardware, designed for developers, professionals, and hardcore gamers running AI workstations or high-end rigs that demand peak performance. It serves as the direct replacement for premium WD Black drives, including the SN8100.
Simplifying Choices and a Nostalgic Comeback
SanDisk claims the new naming scheme makes it simpler for customers to identify the right drive for their specific needs, though some may argue the old color system was intuitively clear. Accompanying the name change is a complete packaging overhaul, featuring bold designs in red, black, and white, marking a stark visual departure from the previous generation.
The Optimus name is not entirely new; it has roots in SanDisk's corporate history. It originally belonged to SMART Storage Systems, a company SanDisk acquired in 2013. The last drive carrying the Optimus brand launched in 2014 before the line was discontinued, making this revival a comeback story over a decade in the making.
Global Rollout and Market Transition
Products with the fresh Optimus branding will begin appearing on shelves worldwide in the first half of 2026. The transition officially started with the announcement at CES on Sunday. For the time being, older WD-branded drives will remain available while supplies last. However, consumers should not anticipate major clearance sales, given the typically unpredictable nature of SSD pricing.
This strategic rebranding represents a significant step for SanDisk as it seeks to carve a distinct identity for its performance storage solutions, moving out from under the shadow of the established WD color codes to establish its own legacy in the competitive SSD market.
