Spy Optic, the eyewear brand recently acquired by Smith parent Safilo Group, has appointed industry veteran Brent Bearden as marketing manager, adding more than 20 years of eyewear experience and deep roots in surf, skate, snow, motocross, BMX and other action-sports categories to the brand’s marketing team.
In his new role, Bearden is expected help strengthen Spy’s connection with its core consumer, support retail partners and build the brand across its growing portfolio of performance and lifestyle eyewear.
“I’m excited to join the Spy family,” said Bearden. “Since 1994, Spy has been a driving force in the eyewear industry, building its reputation by doing things its own way and staying true to itself. That authenticity is what makes the brand so special, and it’s what drew me to Spy. I’m energized by the momentum behind the brand and excited to help shape this next chapter.”
Two Decades of Eyewear Experience
Spy said Bearden brings more than two decades of experience working across the eyewear industry and action sports marketplace. His career has included time at Arnette, where he worked with athletes and consumers across action sports and optical channels while helping develop trade marketing programs, as well as more than a decade with Kaenon Eyewear, where he helped lead the brand to profitability for the first time while expanding its business and consumer presence.
Across both brands, Bearden reportedly developed a reputation for building strong relationships between brands, retailers and consumers — an approach he plans to bring to Spy.
“My personal philosophy has always been about building personal connections with people and understanding how to foster those relationships between brands and consumers to ultimately grow the business,” said Bearden. “Spy has an incredible foundation and an incredibly loyal community. I’m looking forward to building on that foundation while helping introduce the brand to even more people.”
Building the Next Chapter of Spy
Bearden’s appointment comes as Spy begins its next chapter as part of Safilo Group. The acquisition provides Spy with increased resources and reach while maintaining the brand’s focus on innovation, its core consumer and its retail relationships.
“I’m very excited to have Brent join the Spy team,” said Joe Freitag, president, Spy Optic. “We have big plans for the brand, and his unique mix of eyewear, retail, and sport expertise is going to ensure we stay rooted in Spy’s heritage while growing our community and bring the brand to new people. He gets it, he gets the brand and our people, he sees the opportunity and has already hit the ground running.”
In his role as marketing manager, Bearden is expected to help drive that continued growth while ensuring Spy remains connected to the action-sports culture and consumers that have defined the brand since its founding in 1994.
“Spy has always had a point of view,” said Bearden. “It has attitude, originality and a willingness to do things differently. Those qualities are incredibly relevant today. I’m excited to be part of the team and help carry that spirit into what comes next.”
Images courtesy Spy Optic
