Red Bull has entered into a three-year partnership with Maui Jim, the Hawaiian sunglasses and eyewear brand that has been under the ownership of Kering Eyewear since 2022.

This collaboration encompasses a range of initiatives, including immersive events and engaging content. Kering Eyewear stated that the partnership aims to merge the precision and clarity of Maui Jim's high-performance sunglasses with the vitality and thrill that Red Bull brings to action sports and entertainment.

With a particular focus on the dynamic realms of skateboarding and watersports, enthusiasts can look forward to the co-creation of events that seamlessly blend sports, adventure, and eyewear innovation.

Upcoming Red Bull events include Boarding Pass, a competition featuring skate shop teams; Terminal Takeover, a street skateboarding contest set at Louis Armstrong New Orleans International Airport; Magnitude, a surfing championship taking place in Hawaii; Cope ‘n’ waken, wakeboarding action in Copenhagen; King of the Air kitesurfing competition; Buenos Aires Conquest skate event; and Pool Attendant skateboarding tournament in Munich.