Winning off the pitch

Maui Jim’s alliance with Manchester United, formed at the start of 2019, raised a few eyebrows in the optical world. Why would a Hawaiian sunglass brand strike up a partnership in football and how does that help optical practices sell more frames?

The alliance was never about a specific sport but rather awareness, recognition and desire for the brand. To change people’s mindset by creating an association in the public’s psyche between a powerful lifestyle choice and eyewear. Maui Jim believes the best way to achieve that is by targeting relevant groups and building those associations, not by bombarding them with route one advertising, but through influence at lifestyle touchpoints. Maui Jim says this is what drives consumers through the sales process funnel from awareness to consideration and on to trial and purchase.