Costa Sunglasses has named Robbie LaBelle its new vice president of global marketing. LaBelle brings over two decades of experience “transforming brand narratives and shaping global campaigns that resonate with diverse audiences.”
Having grown up on the shores of the Salish Sea, which stretches from Vancouver, Canada, to Seattle, WA, LaBelle has had a “lifelong connection to water, passion for ocean conservation and outdoor adventures.”
“Robbie understands that Costa has always been more than just eyewear; it’s a way of seeing the world that offers people the clearest view of what they love, connects them to the water and to each other, and embraces the responsibility to protect both,” said Justin Cupps, senior vice president at Costa. “That kind of authenticity is born on the water, not in a boardroom, and it will guide everything we do as a brand this year.”
LaBelle will lead Costa’s global marketing strategy, overseeing strategic creative campaigns to brand storytelling across channels, “amplifying the brand’s presence across the full spectrum of water sports, outdoor adventure and culture,” said Costa in a media release.
“Robbie is a force with a vision to build a global platform for water culture, with Costa at its core,” added Caio Amato, global chief marketing officer at Costa. “His marketing expertise, community-first approach and drive to lead with purpose will allow us to connect with consumers on a deeper level — welcoming new audiences while honoring our long-standing supporters.”
Before joining Costa, LaBelle was the vice president of Marketing at Sports Research, a nutrition and wellness brand. His career includes over a decade at Nike in various brand marketing leadership roles and nearly eight years at Apple/Beats by Dre creating campaigns and brand marketing strategies for athletes, creators and gamers worldwide.
“The future of Costa’s storytelling isn’t just about selling sunglasses—it’s about changing the lens through which people see the world,” said LaBelle. “If we can make people feel seen, feel connected and feel responsible, then we don’t just create consumers—we create caretakers. That’s how we change the game. And then, together, that’s how we change the world.”
Image courtesy Costa
