Maui Jim Captures the Essence of Adventure and Connection in the New Vibrant Spring-Summer Advertising Campaign

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PEORIA, Ill.--(BUSINESS WIRE)--Feb 10, 2025--

Maui Jim, premium brand of polarized sunglasses now part of Kering Eyewear portfolio, unveils its new global advertising campaign, Color You Can Feel 2 —a renewed invitation to experience the world with even more vivid and vibrant details. Set against breathtaking natural landscapes, the campaign transports the audience into a world of brilliant colors and joyful shared moments, reaffirming the brand's commitment to enriching outdoor experiences and human connection.

Rooted in the spirit of Hawaii, Maui Jim is guided by an appreciation of nature and a warm sense of community. While the brand continues its mission to revolutionize visual experiences with cutting-edge PolarizedPlus2 lens technology in versatile, functional designs, the new campaign introduces a more intimate perspective—one that celebrates spontaneous adventures and a sense of belonging.

Renowned British photographer Nick Riley Bentham and Paris-based film director and artist Neels Castillon return to capture these themes in striking visuals that juxtapose idyllic landscapes, golden sunsets, and sandy coastlines, with moments of joy, adventure, and bond. Through emotionally resonant storytelling, the campaign immerses viewers in a kaleidoscope of color, clarity, and connection.

Maui Jim lenses are purposefully designed for every occasion, whether hiking through lush forests, surfing crystal-clear waves, or simply enjoying a leisurely day at the beach. The campaign highlights the latest arrivals in iconic sporty frame styles, appealing to a global audience of outdoor enthusiasts. Featured styles include the Pālulu, an athletic shield with MauiBrilliant lenses; the Ho'okipa Ultra, a contemporary evolution of this iconic style with wavy temples and new performance MauiUltra lenses; the refreshed Ho'okipa, a bestseller now available in vibrant new colors with MauiPure lenses; and the Ma'ukele, a wrap style featuring SuperThin Glass lenses for ultimate clarity. These styles are released in Collection ‘Ekolu, Maui Jim's third product collection since the brand joined the Kering Eyewear portfolio.

Color You Can Feel 2 officially launches globally on February 10th, 2025, across digital, social, and print platforms.

About Maui Jim

Maui Jim sunglasses were born on the beaches of Maui; designed to protect eyes from the harsh rays of the island sun. Today, Maui Jim is sold in more than 100 countries and is recognized for its unparalleled “Aloha Spirit", customer service, and advanced PolarizedPlus2 lens technology. All Maui Jim sunglasses block the totality of harmful UV rays and eliminate reflected glare while enhancing color, clarity, and detail. Maui Jim sunglasses have earned the Skin Cancer Foundation Seal of Recommendation as an effective UV filter for the eyes and surrounding skin. In 2022, Maui Jim became part of Kering Eyewear, which belongs to the global Luxury group Kering.

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CONTACT: Press contact:

THE BRAND AGENCY —[email protected]

KEYWORD: ILLINOIS HAWAII UNITED STATES NORTH AMERICA

INDUSTRY KEYWORD: FASHION ADVERTISING RETAIL COMMUNICATIONS HEALTH OPTICAL

SOURCE: Maui Jim

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PUB: 02/10/2025 10:03 AM/DISC: 02/10/2025 10:03 AM

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