Heritage Swim Brand, Leader® Unveils Bold New Brand Direction and Website

PLAINVILLE, Mass., August 29, 2018Leader®, manufacturer of innovative aquatics and sports eyewear and accessories for over 40 years, unveils its bold new look, coinciding with the release of, the brand’s first ever consumer-facing website.

Across the breadth of Leader®’s product collections, from swim and snorkeling gear for the entire family, to eyeguards designed for maximum protection while out on the court or trail, Leader has earned a worldwide reputation for providing unparalleled performance and durability, thanks to over 40 years of industry-leading product innovation.


Leader®’s bold new direction is centered around the brand’s vision to be the go-to active lifestyle solution for providing comprehensive aquatics eyewear and accessories for the entire family, whether training for your first triathlon, hitting the bay for a snorkeling excursion with friends, or instilling a life-long love of the water in those learning to swim for the first time. With its new tagline: Built for the water. Designed for the active lifestyle, Leader® will lean on its proven history in product innovation to kick off a multi-faceted campaign focused on product education, brand storytelling, and consumer engagement.


“The ultimate goal is to get our brand and products out in front of our customers, reaching those who share a passion for the active lifestyle and the water that brings us all together,” explains Chris McCullough, Director of Consumer Brands for Leader’s parent company, Hilco Vision. “It’s exciting to finally unveil the new home for the Leader® brand; we’re only just getting started.”


The launching of will also kickstart Leader®’s expanded omni-channel retail strategy, with both direct-to-consumer and third-party ecommerce to complement the brand’s growing North America brick and mortar presence.


To learn more about the Leader® brand and to check out their complete collection of swim and snorkeling products, please visit




About Leader

For over 40 years, Leader® has offered a full line of innovative aquatics and sports eyewear and accessories of the highest quality. Whether your customers are at the beginning stages of their athletic journey or at the peak, Leader products have earned a worldwide reputation for providing unparalleled performance and durability, while embracing the inherent joy associated with living an active lifestyle. For more information about Leader’s swim and eyeguards product collections, please visit Leader® is part of the Hilco Vision portfolio of brands.



Media Contact:

Chris McCullough

(206) 450-7028