Costa looks ahead with Acosta

Industry veteran John Acosta is bringing his 20-plus years of experience outdoors and fishing trades to US-based sunglasses manufacturer Costa.

John will oversee Costa’s global marketing efforts creating a consistent brand experience in every channel of its business.

He brings a deep knowledge and connection to the fishing industry, as well as experience in branding, storytelling and grassroots marketing to his position.

He joins the team as Costa comes off a year of record growth and looks ahead to the new year with a continued commitment to support its core community of anglers and water enthusiasts, while also growing the brand globally and in the outdoor market. 

Justin Cupps, senior vice-president at Costa, explained: “We’re looking forward to working with John to not only continue expanding our brand globally but to engage more directly with our core fans – the anglers, adventurers and explorers who live to be on the water.

“Of course we’ve joked about how fitting his last name is (Acosta), but honestly, having John come on board – with his considerable talent, energy and industry reputation – is a huge win for Costa.”

Prior to this, John served as vice-president of marketing & business development at Major League Fishing (MLF) where he was responsible for brand building and strategic partnerships to elevate the brand and its platforms.

Before that he was director of marketing for Bass Pro Shops for 12 years, where he was responsible for all broad-reach marketing initiatives — media, sports, entertainment, partnerships, sponsorships, brand marketing and content — helping to elevate the national profile of the brand as it became an industry-leading outdoor retailer. He also spent time in various leadership positions at ad agencies in Chicago, Los Angeles, Newport Beach, Boston and Springfield. 

John said: “Costa is such an incredible brand. Their commitment to building the best products, topped with their widespread efforts to protect waterways, fisheries and coastal communities, makes it a dream opportunity.

“With interest and participation in fishing growing right now, it’s an exciting time for the industry and brand. I’m honoured to jump in amongst such a talented team.”