Chris Bennett: Mahalo Manchester

Thinking big isn’t something the eyewear business is particularly good at but this week two legends joined forces in a deal that has huge potential.

Hawaiian sunglass maker Maui Jim and Manchester United may seem like odd bedfellows (read our report). On one level just another affinity deal but the rationale is powerful.

It’s refreshing to see a brand step outside its comfort zone and actively seek customers it wouldn’t normally encounter.

As Maui Jim is quick to point: out you don’t play football in sunglasses and Manchester isn’t particularly sunny. The attraction, from the optical partner’s perspective, are the 800 million football fans who follow the Manchester club’s form from all four corners of the globe. Indeed the power of Premiership brands has already been recognised by many luxury accessory businesses.