BRAND SPOTLIGHT: MAUI JIM
retail activations is still being finalised but is likely to develop strongly in the second half of the year when the new Premier League season begins in August. The Maui Jim branding has already
featured prominently on digital perimeter boards on the pitch during Manchester United’s home matches at Old Trafford, beginning with the team’s Premier League fixture against Liverpool earlier this season. “We will be very visible at the
stadium during matches, in retail stores and working with players to promote the brand as they wear the product,” outlines Marks, who says while the agreement includes the supply of optical and sunwear, the main emphasis will be placed on the latter.
Co-branded skus The merchandising details are currently being fleshed out behind the scenes at Maui Jim, but the strategy is understood to begin with the supply of products from the brand’s existing ranges from June/July. These could be embossed or engraved as appropriate with logos such as the football club’s Red Devil insignia. The move will act as a precursor for the creation of more specific Manchester United branded models, which are expected to go into development later this year. Unsurprisingly, this would provide enormous recognition for Maui Jim, notably in travel retail. “I see this as a tremendous
opportunity to leverage the strength of Manchester United, a brand that has been around for over 140 years,” says Marks. “They’ve created one of the world’s largest sports brands
with a global community of around 800m followers. That is a huge resource that we hope to piggyback on in specific markets where Maui Jim is challenged because of a lack of identity. I think this will really allow us to expose Maui Jim, specifically in Asia and particularly China, no question. I see this as the biggest opportunity. “As an organisation, we know our
strengths and weaknesses. We see this as an opportunity to partner with a huge global brand that will strengthen our brand awareness in mature markets – the US and Europe to a lesser extent. “But the real opportunity I believe
the company see is the ability to leverage this new resource in Asia where we have offices in Hong Kong and Shanghai for direct distribution. I believe this is a wonderful first step forward.” For the uninitiated, this is not the
first time Maui Jim has been involved in endorsement links with a major sports entity. It remains the sole official sunglasses supplier to the US Masters golf tournament and enjoys a long-standing partnership with men’s professional tennis governing body the ATP. “Anyone who appreciates or plays
tennis understands the strength of this global tennis organisation, which works in partnership with the four [tournament] ‘majors’,” comments Marks. We entered into an agreement with them two or three years ago to initially supply the line judges with Maui Jims and we are present at select ATP tournaments around the world. Now with Manchester United, this is a different level.” «
Maui in the frame with Asian Fit Collection
Maui Jim returns to this year’s TFWA Asia Pacific Exhibition with a new range of ‘fashion-forward’ frames designed specifically for Asian consumers. Four styles in the Asian Fit Collection
– Ebb & Flow, Shallows, Taro and Water Lily – will be available to view at the tradeshow [Stand K9, Basement 2]. The new styles have been designed
with comfort in mind, with wider and flatter frame fronts, generous nose pads
MAY 2019
and longer temples supported by light frame and lens materials. They also benefit from Maui Jim's
standard features; protection from ultraviolet and high energy visible light through the brand’s patented PolarizedPlus2 technology. Asian Fit versions in at least five more
Maui Jim styles will be rolled out later this year, including Beaches, Nautilus, ‘Opihi, Spinnaker and Triton.
TRBUSINESS 133
“We will be very visible at the stadium during matches, in retail stores and working with players to promote the brand as they wear the product.”
Giles Marks, Maui Jim
Top: Manchester United midfielder Ander Herrera sports the shades. Above: The brand is prominently displayed via on-pitch signage.
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