Maui Jim 2025 marks a pivotal moment for the Hawaiian expert in premium sport sunglasses. With a legacy rooted in innovation and nature, the brand unveils a bold new global campaign and partners with international champions in golf and Formula 1. With vibrant colors, cutting-edge technology, and a true spirit of adventure, Maui Jim 2025 is shaping up to be a landmark year—extending its signature “Aloha Spirit” far beyond the beaches of Maui to win over athletes and outdoor enthusiasts worldwide.
The Spring-Summer campaign Color You Can Feel 2, launched globally on February 10, 2025, is a renewed invitation to explore the world in even more vivid and vibrant detail. Staying true to its Hawaiian roots, Maui Jim 2025 celebrates the beauty of nature and the ʻohana spirit — family in its broader sense — while offering a fresh take on outdoor adventure.
Shot by British photographer Nick Riley Bentham and Parisian filmmaker Neels Castillon, the campaign immerses viewers in a kaleidoscope of color and clarity. From breathtaking landscapes to shared moments, it reflects the spirit of human connection at the heart of the Maui Jim experience.
Color You Can Feel 2 showcases the new 2025 sport sunglasses from the ‘Ekolu’ collection — the third line launched since the brand joined the Kering Eyewear portfolio. Standout frames include Palulu, Ho’okipa Ultra (a refreshed take on the classic Ho’okipa), and Ma’ukele. Each model embodies the brand’s commitment to optical performance, technical innovation, and nature-inspired design.
Unveiled as part of the Color You Can Feel 2 campaign, the ‘Ekolu’ collection marks a new chapter in the evolution of Maui Jim 2025. These sport sunglasses stand out with performance-driven design, next-generation lenses, and a proud tribute to the brand’s Hawaiian roots. Design, comfort, and visual precision are the key elements of this lineup, crafted for outdoor enthusiasts.
Here’s a side-by-side look at the four standout models:
| Model | Frame Type | Lens Technology |
|---|---|---|
| Palulu | Semi-rim sport shield with a retro-modern vibe | MauiBrilliant: ultra-light lens with clarity close to glass |
| Ho’okipa Ultra | Reimagined rimless sport frame with wave-shaped temples | Maui Ultra: new high-performance, ultra-light lens that enhances color |
| Ho’okipa (2025) | Updated version of the bestseller, available in bold colors | MauiPure: lightweight, optically clear, and impact-resistant |
| Ma’ukele | 8-base wraparound frame with camo interior and explorer style | SuperThin Glass: ultra-thin mineral glass for maximum clarity and durability |
Each frame meets the specific needs of athletes: Palulu combines style with panoramic vision, Ho’okipa Ultra takes technical performance to the next level, the classic Ho’okipa returns in a bold, colorful version, and Ma’ukele is made for wilderness lovers seeking exceptional visual clarity.
Maui Jim 2025 takes a bold strategic step forward with the announcement of a multi-year partnership with Formula 1 team Oracle Red Bull Racing, eight-time world champions. Starting with the 2025 season, drivers, mechanics, and team members will wear the Hawaiian brand’s premium sport sunglasses on circuits around the globe.
This collaboration reflects a shared drive to push the limits of performance and design. Described as “a unique blend of style, performance, and protection,” it showcases the synergy between two global leaders united by a commitment to excellence.
Founded in Hawaii in 1987 and now part of the Kering Eyewear group, Maui Jim blends a deep-rooted connection to nature with cutting-edge lens technology. Its signature optical innovation, PolarizedPlus2, eliminates glare, enhances color, and offers full UV protection — an essential asset under the intense sun of the paddocks.
Christian Horner, Team Principal of Oracle Red Bull Racing, praised the shared vision:
“We’re excited to announce our partnership with Maui Jim, a brand that shares our passion for developing cutting-edge technology and delivering outstanding performance. We look forward to working with a partner that isn’t afraid to challenge convention.”
One of the standout moments of Maui Jim 2025 is the partnership with golfer Lydia Ko, perfectly embodying the union of athletic excellence and visual innovation. At just 27, the New Zealand native is already a legend in the world of golf, with 22 LPGA Tour victories, including three major championships. In 2024, she claimed Olympic gold in Paris and won the British Open at St Andrews — achievements that earned her a place in the LPGA Hall of Fame.
Since January 2025, Lydia Ko has served as an official brand ambassador through a two-year partnership. Both on and off the course, she wears Maui Jim’s high-performance sport sunglasses, highlighting their relevance not only for golfers but for all outdoor enthusiasts.
Roberto Vedovotto, CEO of Kering Eyewear, emphasized:
“Her unwavering commitment to excellence — not just on the fairways — mirrors Maui Jim’s drive to constantly innovate and deliver unmatched outdoor eyewear for active lifestyles.”
Thanks to Maui Jim’s exclusive PolarizedPlus2 technology, Lydia Ko is able to better assess distances and read greens, with glare elimination, enhanced contrast, and exceptional visual clarity. The champion herself shared:
“Their sunglasses elevate my experience on the golf course with cutting-edge technology, while maintaining a sleek design. […] I’m truly proud to represent this brand.”
A collaboration that perfectly reflects Maui Jim 2025’s mission: to create sport sunglasses at the intersection of style and performance.
In 2025, Maui Jim reaffirms its position as a key player in the world of premium sport sunglasses. With a presence in over 100 countries, the Hawaiian brand continues to blend technological innovation, nature-inspired design, and a deep commitment to its Aloha Spirit—all in the service of visual performance.
Whether enhancing the everyday adventures of outdoor enthusiasts or supporting elite champions on the green and the racetrack, Maui Jim 2025 remains focused on a singular mission: helping everyone see the world with greater clarity, more color, and deeper meaning. A unique vision of sport and style, rooted in the spirit of Maui and looking boldly toward a bright future.
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