Maui Jim is getting into Formula 1 with a new partnership.
The Kering Eyewear-owned brand is embarking on a multiyear partnership with the Oracle Red Bull Racing team, starting with the 2025 Formula 1 season, during which Maui Jim will supply its eyewear to the team. The initiative follows Maui Jim’s 2024 partnership with Red Bull Global Sports.
“Maui Jim and Oracle Red Bull Racing will work together to open new horizons of creativity, technology and excellence on and off the track,” said Roberto Vedovotto, chief executive officer of Kering Eyewear. “Starting from the upcoming 2025 Formula 1 season, you will see us collaborating in a series of initiatives. In addition to Maui Jim bringing its signature design and lens technology to the paddock, there will also be engaging opportunities to appreciate the brand while enjoying the unique Formula 1 experience.”
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Through the partnership, Maui Jim eyewear will be worn by the team’s drivers, pit crew and support staff. Most notably, the team will wear the Maui Jim PolarizedPlus2 lenses, which is designed with glare reduction, UV protection and enhanced color vibrancy.
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“Joining forces with Oracle Red Bull Racing was a natural decision for us,” Vedovotto said. “We are inspired by the same values of ‘drive to innovation’ and ‘quest for excellence,’ and we share common territories of expression such as performance, technology and design. Furthermore, with Formula 1 being an established global platform, as well as the most popular sporting series in the world, Maui Jim will have the possibility to connect and interact with a huge audience of sports fans and lifestyle enthusiasts, ultimately strengthening its reach internationally.”
This is Kering Eyewear’s latest initiative for Maui Jim after acquiring the brand in 2022. Last year, Maui Jim tapped “Gossip Girl” actor Evan Mock to front its spring 2024 campaign. The brand also signed golfer Lydia Ko as an ambassador.
