Tom Helleberg is joining men’s underwear brand Saxx as international sales director.

Helleberg will be tasked with expanding the brand internationally.

“We are pleased to add someone with Tom’s experience to the Saxx leadership team during this time of rapid growth,” said Tim Bartels, chief executive officer of Saxx. “Tom has had proven success in executing go-to-market strategies including brand strategy, distribution, sales, marketing and operations in both foreign and domestic marketplaces for premium brands.”

Prior to this position, Helleberg served as the vice president of international sales for Spy Optic, a sunglasses brand. While there he developed its international business and launched its direct to consumer and B2B web sites. He will be based in Carlsbad, Calif.

“Saxx has assembled a management team with an amazing depth of experience as well as energy. I look forward to having the opportunity to use my 20-plus years of international experience to help Saxx replicate their success in North America in the rest of the world,” Helleberg said.

Saxx, which is headquartered in Canada, is best known for its men’s underwear that retail around $35 and feature an ergonomic pouch with patented mesh panels. The brand is sold at North American retailers including Paragon, Dick’s Sporting Goods, Rigby & Peller and Nordstrom.

The brand recently hired Adrienne Moser as vice president of product and Kathleen McNally as creative director.

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