Red Bull gives Maui Jim wings

A three-year partnership between Kering Eyewear’s Maui Jim and the energy drink and events brand Red Bull has been announced.

The companies said they would highlight the clarity of Maui Jim’s PolarizedPlus2 lens technology and the energy Red Bull brought to sport and entertainment with a focus on enhancing the consumer experience.

Various initiatives, including immersive events and content, would be created by the two brands that would also focus on skateboarding and water sports.