Carlsbad, Calif.— Product innovation isn’t the only thing the SPY+ team is bringing with them to Outdoor Retailer. With the recent acquisition of SPY+ by Bollé Brands in September of 2019, two longtime and valued SPY+ employees have transitioned into enhanced roles that will elevate all brands within the Bollé Brands portfolio.
Curtis Ellis, formerly Sales and Brand Director for SPY+, has taken on the role of Vice President of Sales for Bollé Brands in the Southwest. Myrosha “Myro” Daley, who previously held the role of Canadian Sales and Marketing Manager for SPY+, will now be taking on an expanded role as Vice President of Sales for Bollé Brands across the Northwest and Canada. They join Craig Dolloff, Vice President of Sales for Bollé Brands in the East, whose background includes key roles with Maui Jim, Luxottica, and Vuarnet, as well as Jim Cerant, Vice President of Sales for National Accounts, who has spent the past four years focused on building up the Bollé and Serengeti brands in NA. Curtis, Myro, Craig, and Jim will manage sales duties for the SPY+ sunglass, optical, goggle, and helmet categories, as well as additional brands within the Bollé Brands portfolio, including Bollé, Serengeti, and H2Optix. These changes will allow the SPY+ brand to maximize opportunities, scale efficiencies, and deliver the best in class service to its customers.
“Massive things are on the horizon for SPY+ and Bollé Brands in the U.S., and SPY+ is heading to Outdoor Retailer with renewed energy. The Bollé, Serengeti, and H2Optix brands have massive potential here in the States and will greatly benefit from the experience Curtis and Myro bring to the table, not to mention their longtime and continued dedication to SPY+ being critical to our ongoing success in North America,” commented Joe Freitag, SPY+ VP of Brand.
The two longstanding SPY+ employees have recently been joined by industry veteran Chris Abbruzzese, Bollé Brands newly appointed Vice President of Trade Marketing. Chris spent over 15 years with Maui Jim where he served as VP of Global Marketing and was instrumental in the early growth and expansion of the brand internationally.
Along with these expanded roles and increased focus on SPY+’s retail presence, SPY+ will be introducing its first snow helmet line at the upcoming Outdoor Retailer + Snow Show, alongside its industry-shifting Deadbolt™ magnetic lens change goggle technology. SPY+’s new helmet line will consist of two adult models and one youth model. The line will include helmets with best-in-category technologies, including MIPS and the BOA® fit system.
The entire SPY+ Winter 20/21 goggle and helmet collections will be on display in booth 46073-UL at the Outdoor Retailer + Snow Show, and Hall B6, Booth 308 at ISPO Munich.
About SPY+
Born in 1994 in San Diego, SPY+ hails from the intersection of cultures that define California youth. The name SPY+ represents our role as agents of this culture, and our cross icon and flagship orange are universal symbols of positivity and good vibes. As purveyors of excellence in eyewear, our endless pursuit of positive cultural evolution is symbolized by these tools that have a profound impact on how you see the world. Utilizing our patented Happy Lens™ technology, our world-renowned Happy Definition (HD+) lenses are the only therapeutic lenses on the market to not only enhance color and contrast, but are scientifically tuned to boost mood and alertness, providing a visual experience unlike anything else. We are fellow travelers on the never-ending journey to see the world differently—to explore, create, and uplift. We are SPY+. To join the tribe, visit spyoptic.com, instagram.com/spyoptic, facebook.com/spyoptic, and twitter.com/spyoptic.
