Contract details
Start date:
End date:
Status:
2019
2024
Official vision partner
Leagues and Tournaments:
Manchester United and Maui Jim partnership overview
On February 15, 2019, Manchester United announced a multi-year partnership with Maui Jim, a premium eyewear brand based in Hawaii. Known for its advanced lens technology and high-quality sunglasses, Maui Jim became the official eyewear supplier for Manchester United’s first team, academy, and women’s teams, offering products from both their sun and optical ranges.
As part of this agreement, Maui Jim launched its products in the Old Trafford Megastore on February 26, 2019. The brand also collaborated with Manchester United to create a co-branded eyewear collection targeted specifically at the club’s fanbase. This marked a significant commercial collaboration for both entities, aiming to expand Maui Jim’s global recognition and reinforce Manchester United’s brand image in the luxury accessories market.
Maui Jim’s unique activation with Manchester United
Throughout the partnership, Maui Jim promoted its collections by featuring Manchester United players in the brand’s marketing campaigns. Notable players like Marcus Rashford were seen sporting the “Perico” sunglasses, while Alex Telles embraced the “Kawika” model during promotional shoots. The sunglasses were also made available through Manchester United’s online store, United Direct, providing fans with exclusive access to the co-branded collection.
Expanding the product range
In July 2021, as part of a summer campaign, Maui Jim launched a new collection of sunglasses inspired by Manchester United. The collection offered the club’s supporters a chance to “see the world through the eyes of Manchester United.” Each pair of sunglasses in the collection came with a custom Manchester United case, cleaning cloth, and a two-year manufacturer’s warranty.
Maui Jim continued to leverage this partnership by releasing additional collections, including a notable release in 2022. These collections highlighted the fusion of luxury eyewear and sporting culture, aiming to resonate with Manchester United’s global fanbase and enhance brand loyalty.
The partnership between Manchester United and Maui Jim concluded after the 2023/2024 season.
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