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ROKA Sees a Clear Future with Backbone Media

January 20, 2023

Media Contact

Max Krapff
Backbone Media
970-963-4873 x 1174

AUSTIN, TEXAS. (Jan. 20, 2022) – ROKA, the prescription eyewear, performance sunglasses, and technical apparel brand, has teamed up with Backbone Media as its public relations and affiliate agency of record. The Colorado-based active lifestyle agency will focus on increasing national brand awareness around the burgeoning performance sunglass and prescription eyewear sector of the business.

Founded in 2013 as a two-man operation, ROKA launched with the mission to redefine the standard of performance design. Today, the company is a global household name within triathlon, run, and bike spaces and has won international accolades such as the ISPO and Red Dot product design awards. The brand’s expansion is due to its team’s ability to fill in the blind spots of the eyewear industry through tech and design innovation, consumer feedback, and product development. ROKA’s growth mindset keeps the brand rising to the top of every category they lean into.

“In recent years, we’ve expanded our offerings beyond endurance sports to encompass a more multi-functional purpose. We believe this shift fills the overlapping space between the performance-driven consumer and the everyday active lifestyle consumer,” said Rob Canales, Co-founder and CEO of ROKA.  “Backbone’s 25 years of experience in the active lifestyle industry makes them the right partner for us as we ignite the evolution of our brand to reach the needs of a broader audience.”

The company’s mission to own the process of developing their products, increase accessibility to tools that will elevate performance, and enhance their products through first-hand testing from world-renowned athletes sets them apart from other key players in the market.

“ROKA is already a household name for triathletes, runners, and cyclists, and we’re excited to introduce the brand’s combination of style and performance to a broader market,” said Ian Anderson, partner and vice president of public relations at Backbone Media. For more information regarding ROKA, please direct inquiries to Max Krapff at




About ROKA

ROKA is on a mission to unlock human potential. Founded in 2013 in Austin, Texas, ROKA’s award-winning performance eyewear, wetsuits, and performance gear have led athletes to dozens of world titles, including three Olympic gold medals, more than 30 World Championship titles, multiple Tour de France stage wins, and hundreds of other podium finishes. ROKA works with the world’s leading scientists, athletes and organizations to push the boundaries of performance design, bringing those innovations to all who move. ROKA products are available worldwide at and through select retailers. Follow ROKA on Facebook and Instagram.


About Backbone Media 

Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, and social media. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has consistently been named one of Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit