(PRESS RELEASE) Costa Sunglasses has named Robbie LaBelle as its new Vice President of Global Marketing. A seasoned leader in community building and cultural storytelling, LaBelle brings over two decades of experience in transforming brand narratives and shaping global campaigns that resonate with diverse audiences. With a lifelong connection to the water, having grown up on the shores of the Salish Sea, LaBelle’s passion for ocean conservation and outdoor adventures fuels his vision for Costa: to inspire people to engage with the water, see it through a new lens, and protect it for future generations.
Robbie LaBelle
“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’s approach centers on uniting the global community of water enthusiasts–from fishing to paddling to free-diving–around a shared commitment to protecting and experiencing the water. As the VP of Global Marketing, LaBelle will lead Costa’s global marketing strategy, overseeing everything from strategic creative campaigns to brand storytelling across channels. His work aims to amplify the brand’s presence across the full spectrum of water sports, outdoor adventure, and culture.
“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 served as Vice President of Marketing at Sports Research, a leading nutrition and wellness brand, where he integrated purpose-driven performance with consumer engagement. His extensive career includes over a decade at Nike in various Brand Marketing leadership roles and nearly eight years at Apple/Beats by Dre where he was instrumental in creating groundbreaking campaigns and innovative brand marketing strategies for athletes, creators, and gamers worldwide.
Advertisement
LaBelle now brings that wealth of experience to Costa, aiming to deepen consumer connections and elevate the brand’s global influence in the water lifestyle and conservation movement.
“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 Robbie LaBelle, new VP of Global Marketing at Costa. “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.”
To learn more about Costa’s offerings, its roster of Pros, 580 lens technology and more visit here.
