Maui Jim has announced that it has signed a three-year partnership with Red Bull for the “co-creation” of a series of action sports events.
The Red Bull-branded events, focused on skateboarding and watersports, include Boarding Pass and Terminal Takeover (skate, New Orleans), Magnitude (surf, Hawaii), Cope‘n’waken (wakeboard, Copenhagen, Denmark), King of the Air (kite, several locations), Conquest (skateboard, Buenos Aires, Argentina) and Pool Attendant (skate, Munich, Germany). Maui Jim will be present at these events with on-site branding, pop-up stores, athlete designs and content creation sessions, among others.
Maui Jim has just released its Ekahi collection, the first to be designed and produced by Kering Eyewear. As previously reported by our sister publication Eyewear Intelligence, the Hawaiian brand is shifting its communication strategy to refresh its image, appeal more to younger consumers and expand its international presence.
