To launch the 2025 Formula 1 season in style, Maui Jim partnered with Oracle Red Bull Racing to bring their signature Hawaiian flair and cutting-edge lens technology to the fast-paced world of motorsports. The premium eyewear brand, known for its PolarizedPlus2 lenses and vibrant designs, signed on as the official eyewear partner of the eight-time world champion team.To amplify the partnership and position Maui Jim as more than just eyewear, The Brand Agency executed a comprehensive 360° press strategy, spotlighting this milestone moment and driving excitement across lifestyle, sports, and tech, eyewear, and fashion media.

The Brand Agency implemented our three-pronged press strategy to boost visibility for the annoucment of Maui Jim partnering with Oracle Red Bull Racing. This approach included curtain-raiser coverage, official press release, and post-embargo pitching. We engaged leading outlets in fashion, eyewear, and sports for coverage. This resulted in over 335 million media impressions, with features in notable outlets such as WWD, INVISION Magazine, StupidDope and more.