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Wiley X Eyes the Future with Backbone as PR Agency of Record

September 26, 2023

Media Contact

Nathan Borowski, Backbone Media, LLC 970.963.4873 ext. 1171

FRISCO, Texas (Sept. 26, 2023) — Wiley X, a global leader in premium protective eyewear, has selected Backbone as its public relations agency of record. Backbone, a multi-service agency known for its expertise in the active and outdoor lifestyle industries, will provide integrated PR services to solidify Wiley X’s position as the go-to choice for protective eyewear.

“Partnering with Backbone is a natural fit for Wiley X as we look to strengthen our brand awareness and launch new initiatives in the future,” said Dan Freeman, CEO of Wiley X. “Their deep passion and experience in the outdoor industry make us confident they can help us reach new heights and serve more customers.”

Wiley X was founded in 1987 by army veteran Myles R. Freeman to manufacture high-performance eyewear capable of protecting military personnel in extreme situations. Since its founding, the brand has expanded its mission to protect those who serve while also offering purpose-built gear for outdoor enthusiasts, industrial workers, and more.

Today, the family-owned business is operated by Myles’ sons, Myles Jr. and Dan Freeman, and it’s the only premium eyewear brand that’s whole collection has been ANSI and EN.166 certified for safety.

“We love the origin, values and mission of Wiley X and we are excited about the opportunity to help this family-owned business target expansion audiences, while remaining authentic to their core customers,” said Ian Anderson, VP of Public Relations for Backbone.

To learn more about Wiley X, or to shop available products, visit

About Wiley X

Veteran-founded in 1987, Wiley X has been producing the world’s most protective eyewear to various markets that rely on impact resistance for over 30 years. Myles Freeman Sr., a military veteran, started Wiley X to protect the eyes of those who protected America. The company’s military heritage helped carve a roadmap for Wiley X in the years to follow for many well-respected weekend warriors. Every adult sunglass style made by Wiley X meets ANSI Z87.1 High Velocity and High Mass Impact Safety Standards, for protection that goes far beyond the harmful rays of the sun. Several styles also meet U.S. military MIL-PRF-32432 (GL) standards for ballistic eye protection, a key reason why Wiley X has been a leading provider of vision protection equipment to the U.S. military and law enforcement for more than 30 years.

About Backbone

Backbone is the country’s leading active lifestyle media agency. For over 25 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. Backbone has consistently been included on Outside Magazine’s “Best Places to Work” list with offices in Carbondale and Denver, Colorado. For more information, visit