Premium polarized sunglasses brand Maui Jim has announced a new global partnership with the ATP, in which the Hawaiian company will become the Official Eyewear of the ATP World Tour.
As part of the three-year agreement, Maui Jim will become an Official Supplier of the ATP World Tour, as well as the season-ending Barclays ATP World Tour Finals at The O2 arena in London. Benefiting from global marketing rights, as well as an on-site presence at many tournaments throughout the season, the agreement will enable Maui Jim to further engage with tennis fans around the world across traditional and digital platforms.
“We are delighted to have joined forces with ATP as tennis is such a great fit for Maui Jim,” said Martijn van Eerde, marketing director for Europe. “For us this is a milestone, an expansion of Maui Jim’s tennis program and our involvement with the tennis community. Over the years, many players, coaches and line judges have discovered the benefits of our PolarizedPlus2 lens technology to improve their views of the game. This partnership with the ATP was the logical next step.”
Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun, all Maui Jim sunglasses cut 100 percent of harmful UV rays and 99.9 percent of glare from above, below and behind each lens. Maui Jim’s PolarizedPlus2 lenses increase definition and depth perception, which is particularly important for tennis, and can be found in more than 112 different sunglass styles for men and women. The lenses come in four different lens materials, designed for optimal optics for a wide range of outdoor activities and sports, and in four different lens colors to enhance vision in varying light conditions.
“Maui Jim sunglasses offer unmatched comfort and protection when working in the sun," said Laurent Delanney, commercial director of the ATP World Tour. "With 46 of our 62 tournaments played outdoors, the partnership will provide our ATP World Tour officials with helpful equipment to perform their duty at the highest level.”
Maui Jim brand ambassadors include sporting champions from across the globe, such as world class tennis players Martina Hingis, David Ferrer, Benoît Paire, and Philipp Kohlschreiber. The Hawaiian sunglasses manufacturer is the only company to use three rare earth elements, and other treatments, to white-balance its lenses, resulting in true color vibrancy. All Maui Jim sunglasses have been recommended by The Skin Cancer Foundation as an effective UV filter for the eyes and surrounding skin.