BRAND SPOTLIGHT: MAUI JIM
Maui Jim hopes to score big in Asia Pacific with Man Utd deal
significant revenue from multiple sources, be it sponsorships, merchandising, product licensing and media; it is a wealth of resources we’ve never had before and we’re really excited. “It’s still early days and very
new for us as it’s a partnership Maui Jim has never ventured into before. Manchester United bring a tremendous amount of equity and prestige to the table and when we looked at the opportunities for both parties, it made a lot of sense.” Interestingly, Marks points out
Polarised eyewear specialist Maui Jim has struck a multi-year deal with Manchester United Football Club to become its official vision partner, supplying eyewear to the globally recognised team and its prolific fan base. Giles Marks, Senior Director, Global Travel Retail tells Luke Barras-Hill why the timing couldn’t be better.
Above: Maui Jim is the official vision partner of The Red Devils.
‘A
loha!’ is Maui Jim’s staple greeting and if the fruits of a new partnership with
iconic football team Manchester United delivers results, that salutation will certainly reach new decibels among consumers. As reported on trbusiness. com, the eyewear firm will supply
“This global platform creates significant revenue from multiple sources, be it sponsorships, merchandising, product licensing and media; it is a wealth of resources we’ve never had before and we’re really excited.”
Giles Marks, Senior Director, Global Travel Retail, Maui Jim
132 TRBUSINESS
the Manchester United first, academy and women’s teams with glasses from its sunwear and optical ranges. Under the terms of the deal, which
was announced in February and is understood to run for three years, Maui Jim will enjoy global marketing rights, digital exposure across social media channels, and the ability to sell its eyewear to fans at The Official Manchester United Megastore at the club’s home, Old Trafford. Products will also form part of the
official club uniform worn by players, coaches and directors.
Partnership in early stages Maui Jim Senior Director Global Travel Retail Giles Marks describes his excitement in a travel retail first interview with TRBusiness since the contract signing took place. “This global platform creates
that the partnership materialised when the football club approached Maui Jim directly – not the other way round. “They did their homework, looked
at our DNA as a sunglass company and really liked what they saw,” he explains. “They came to our head office in Illinois, made several trips in the past 12 months to understand our organisation, how the brand works and is positioned in the marketplace, and they had a lot of respect for what we do and where we are headed. “As a privately-owned, unique,
monoband company from Hawaii that has grown tremendously throughout Europe and North America and is very different from the other brands, they looked at us. In today’s world, a successful, privately- owned company is becoming rarer and rarer,” says Marks. From humble beginnings on the
beaches of Maui, the brand has expanded exponentially across the globe and today boasts more than 115 different sunglass styles, all benefitting from its patented PolarizedPlus2 lens technology. As alluded to above, the partnership
is still in its infancy and therefore more detailed information on exposure and planned promotional activity in travel retail was not immediately available at the time of interview. Marks says the roadmap for travel
MAY 2019
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