The DP World Tour has agreed a partnership agreement with glasses brand Maui Jim, which names the company the official eyewear supplier of the tournament.

The multi-year collaboration will see the Hawaii-based brand benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season, whilst supplying eyewear to staff working at events.

Max Hamilton, Commercial Director at the European Tour Group, commented: “We’re delighted to welcome Maui Jim as our Official Eyewear Supplier and will see their products in use by our teams across the world during the new DP World Tour season. 

“The brand is premium, high tech, and globally minded – so this partnership felt like a perfect fit for both parties. We look forward to promoting the brand to golf fans through a series of digital and tournament specific activations.”

Furthemore, the agreement will also enable Maui Jim to engage with golf fans around the world via news media and digital platforms as the company will also become the official eyewear supplier to two Rolex Series events each season – the BMW PGA Championship at Wentworth Club in the UK, and the DP World Tour Championship in Dubai at the end of season.

Martijn Van Eerde, Senior Director, Marketing EMEA & APAC of Maui Jim, added: “We take great pride in the renewal of our partnership. In 2019 we boosted our presence in golf by becoming the official supplier of the Tour, a relationship that quickly proved to work very well and we immediately saw a great fit between our teams and culture.”

The franchise already has some brand ambassadors in the golfing industry, including Spanish professionals Miguel Angel Jimenez and Jorge Campillo.

Click HERE for the full press release.

Transitions Optical in Canada has announced its consumer media campaign for 2022 targeting eyeglass wearers via outreach consisting of TV advertisements, online videos and display banners, paid search and social media content, and a partnership with Golf Canada.

As part of Transitions media strategy, there will be TV spots during the spring months on both English and French popular conventional and specialty TV networks such as CTV, TVA, TSN and RDS during top programming. Televised efforts will reach a large proportion of Transitions target audience with an overall reach of over 138 million impressions. Additional outreach will focus on social media content ranging from online videos to sponsored posts across Facebook, Instagram, and YouTube. Alongside paid social will also be paid search targeting keywords on Google and Bing search engines.

Transitions Optical will also be partnering with Golf Canada as the official eyewear partner for Golf Canada’s two Professional Golf Championships—the RBC Canadian Open and the CP Women’s Open.

“We are thrilled to partner with Golf Canada as the official eyewear partner for the RBC Canadian Open and CP Women’s Open,” said Arnaud Rajchenbach, marketing and sales manager, Transitions Optical Canada. “Golfers, like many other athletes and outdoor enthusiasts, experience a range of light conditions throughout the course of the day and their eyes are constantly having to adjust. Transitions Light Intelligent Lenses make a difference in an athlete’s performance by automatically adapting to changing light in order to provide hassle free style and comfort throughout the day and night.

The new partnership with Golf Canada will include on-site activation with banners, education, on-site Transitions lens testing, and customized advice. Transitions will provide visitors to the Transitions booth with a specially created lens cloth made to better clean and care for their glasses. Digital branded content will include social media posts, e-blasts and a video series. This 8-part video series will be produced in collaboration with Golf Canada to provide golfers tips on how to improve their game and will be amplified across Golf Canada’s digital and social platforms. Additionally, Transitions Optical will be increasing both its TV and digital advertisement presence during the broadcast of both golf events.

To boost trade engagement, Transitions Optical will also be hosting industry partners and customers onsite at the RBC Canadian Open and the CP Women’s Open events. A consumer contest will also be part of the collaboration with Golf Canada, and more information on this will be announced leading up to the event.

Click HERE for the full press release.

EssilorLuxottica announces the launch of the OneSight EssilorLuxottica Foundation marking a new chapter in the Group’s journey to achieve its unique Mission to help everyone in the world “see more and be more”. This comes as a major pillar in EssilorLuxottica’s sustainability strategy and supports its commitment to advocate for good vision as a basic human right. 

The OneSight EssilorLuxottica Foundation unites many of the Group’s global advocacy and philanthropic actions. By raising awareness on the importance of good vision and supporting the creation of sustainable vision care through philanthropic grants, the OneSight EssilorLuxottica Foundation will work with like-minded partners to help realize the United Nations’ resolution, “Vision for All”, and help eliminate uncorrected poor vision in a generation. 

“Our role as the industry leader extends to bringing the life-changing benefits of good vision to everyone around the world. Through the OneSight EssilorLuxottica Foundation, our global expertise, capabilities and partnerships are best positioned to support the catalytic change needed in public visual health. Together with the support of governments, Non-Profit Organizations and other committed partners, we are now better organized to help meet the targets set out by the United Nations in the Sustainable Development Goals for universal vision care. The OneSight EssilorLuxottica Foundation brings together both Essilor and Luxottica’s long history of sustainable development in action,” said Francesco Milleri and Paul du Saillant, respectively CEO and Deputy CEO of EssilorLuxottica.

“EssilorLuxottica has long been a pioneer in the fight against poor vision and relentless in our pursuit to eliminating uncorrected poor vision in a generation. Through our combined actions, we have created permanent vision care access for half a billion people and created 50 million eyeglass wearers in underserved communities since 2013, the majority of them experiencing the benefit of glasses for the first time in their lives. We have also trained nearly 20,000 primary vision care providers who are now able to support their families by earning a livelihood by providing vision care services to their communities. Through the OneSight EssilorLuxottica Foundation, we are today set to unlock our full potential,” said Anurag Hans, Head of Mission for EssilorLuxottica. 

The OneSight EssilorLuxottica Foundation unites the following organizations: Vision for Life, Essilor Vision Foundations in North America, India, Southeast Asia and China, Fondazione Salmoiraghi & Viganò in Italy as well as the Company’s long term global partners OneSight and the Vision Impact Institute.

Click HERE for the full press release.