Eyeking, a Melville, N.Y.-based eyewear brand, has brought Tom Cox on board as director of sales for its specialty division.

Cox is a 30-year industry veteran who has worked at athletic brands including Rawlings, Ektelon, Pixl Golf and Tifosi Eyewear.

“Throughout Tom’s time in our industry, he has shown a tremendous ability to work creatively and strategically with our retail partners, build and lead teams of salespeople and capitalize on existing opportunities in the marketplace,” said Craig Fels, chief operating office of Eyeking.

Cox said Eyeking’s strength in “marketing and their heritage perspective provides me with the complete ‘tool kit’ as we look toward future growth and expansion. The company has a long and successful history in eyewear product design, marketing and sales. This experience, combined with the strength of the brand recognition of the collections, presents an opportunity for the team to capture significant market share in a number of channels.”

Eyeking is a fourth-generation family-owned company that holds the license for Under Armour Eyewear and Hobie Polarized glasses.

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