Two new international collaborations

Author: Ilaria Bettinelli

August 22, 2019

\\ © Laura G Guerra / 38 Copa del Rey MAPFRE

Copa Del Rey

Maui Jim has taken part in the famous Copa Del Rey MAPFRE, the Mediterranean’s annual summer showcase regatta taking place in Mallorca. The sunglasses brand is the official sponsor of the regatta until 2021. In addition, the Hawaiian company will have a corner booth in the Race Village and coverage across the communication materials.

 “For us, it is an honour to be at this event, not only for its international significance but for its consolidated reputation”, said Martjin van Eerde, Maui Jim European Marketing Director.  “This collaboration gives us the opportunity to expand our ‘Aloha Spirit’ and communicate the importance of wearing high quality sunglasses.”

\\ © Nico Martínez / 38 Copa del Rey MAPFRE

This year, the 38th edition of the regatta took place from 27th July to 3rd August and saw MAPFRE as a lead sponsor, as well as BMW, Sail Racing, Banca March, Mallorca Sotheby's International Reality and Quirón Salud, among others.
The 132 boat 11 division 38 Copa del Rey MAPFRE closed on 3rd August with the Copa del Rey two top trophies going to Italy’s Leonardo Ferragamo for winning the ClubSwan 50 class and to BMW ORC Class 1 winners Estrella Damm, the DK 46 of Ignacio Montes and Oscar Chaves.

20/20 Europe magazine attended the regatta this year as a guest of Maui Jim. For the team, it has been another interesting occasion to see how Maui Jim invests in marketing and communication activities in Europe, bringing the ‘Aloha Spirit’ to everything that they do. The next Copa del Rey regatta will take place from 31st July to 8th August 2020.

\\ © Laura G Guerra / 38 Copa del Rey MAPFRE

\\ Copa del Rey 2019 - Mallorca

Nikki Beach collaboration

In 1998, entrepreneur Jack Penrod introduced the world to Nikki Beach, the first and original luxury beach club concept combining elements of music, dining, entertainment, fashion, film and art in one. Today, the brand has grown into a global, multifaceted luxury hospitality company with 13 beach clubs, 5 hotels and resorts, a lifestyle division (including fashion boutiques and a magazine), special events and Nikki Cares, a 501c3 non-profit charity.
Luxury and quality are fundamental pillars for the club, which selects sponsorships with companies sharing the same values, such as Rolls-Royce.

These characteristics are also fundamental to Maui Jim and their sunglass models, designed for an active lifestyle, at the beach, with quality materials and stylish design.
For this reason, concurrently with the Copa Del Rey, Nikki Beach and Maui Jim signed an exclusive collaboration for both the Mallorca and Ibiza beach clubs. The aim of the beach club was to bring classy, qualitative experiences to their clients, in a first partnership with an eyewear company. Maui Jim has a corner in which to display and sell their frames and the waitresses of both clubs are wearing Maui Jim sunglasses exclusively.

The eyewear brand, which recently signed an agreement with Manchester United to boost its international expansion strategy, selects collaborations in different fields, from sports events to exclusive locations, in line with their values of high-quality and customer experience excellence.

\\ From Left: Nikki Beach club Mallorca and Nikki Beach club Ibiza 

Other articles

Browse by tags