Robbie LaBelle.

DAYTONA BEACH, Fla.—Costa Sunglasses has named Robbie LaBelle its new vice president of global marketing, now in effect. LaBelle brings over two decades of experience in transforming brand narratives and shaping global campaigns, Costa said, with a particular focus on uniting communities. LaBelle, who grew up on the shores of the Salish Sea, also has a lifelong connection to the water and a passion for ocean conservation and outdoor adventure. As VP of global marketing, LaBelle will lead Costa’s global marketing strategy, overseeing everything from strategic creative campaigns to brand storytelling across channels. He will aim to amplify the brand’s presence across the full spectrum of water sports, outdoor adventure and culture, Costa said.

Justin Cupps, senior vice president at Costa, said, “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. 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.”

Caio Amato, global chief marketing officer at Costa, said, “Robbie is a force with a vision to build a global platform for water culture, with Costa at its core. 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 nutrition and wellness brand Sports Research. His career includes over a decade at Nike in various brand marketing leadership roles and nearly eight years at Apple/Beats by Dre.

LaBelle said, “The future of Costa’s storytelling isn’t just about selling sunglasses—it’s about changing the lens through which people see the world. 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.”