Joe Freitag Returns to Spy Optic in Newly Created Vice President of Brand Role


CARLSBAD, Calif.—Spy Optic announced that Joe Freitag has returned to the brand in the newly created role of vice president of brand. Freitag originally joined Spy in 1999 as part of the marketing team. Prior to his return, he held multiple senior level positions in the industry, including general manager and director of product at Kaenon and global brand director at Arnette Eyewear. In his new role at Spy, Freitag will be responsible for the guidance and alignment of Spy’s marketing and product strategy on a global level, the company said in a statement.

Peter Smith, CEO of Bolle Brands said, “Few in the eyewear industry have Joe’s multi-faceted background in brand stewardship, product design, and managerial infrastructure, making him the perfect fit to lead Spy’s continued progression. Our commitment to the continued success of Spy at every level necessitates that the brand has the team and tools to thrive in what has become an aggressively dynamic industry.”

Freitag said, “It’s an understatement to say that I was excited when first approached about returning to Spy. The brand has an exciting energy and the opportunities for growth across multiple categories is undeniable. Personally, rejoining Spy feels like a homecoming and I’m honored to be working with such a passionate and talented group of people that are dedicated to the success of the Bolle family of brands.”

In September, VM reported Bolle Brands’ acquisition of Spy, which is celebrating its 25th anniversary this year.