Maui Jim sunseekers test their skills with football activation at MAN T2

By Luke Barras-hill |

Polarised sunglasses firm Maui Jim dazzled football fans travelling through Manchester Airport Terminal 2 recently with a themed activation in partnership with Manchester United Football Club.

The installation, which ran until 31 May, was located in the prime 21sq m ‘Contentainment’ events space in the World Duty Free walkthrough store.

It sported the bespoke collection of 22 frames as part of the brand’s alliance with the Red Devils.

Visitors were encouraged to play an interactive penalty shootout game on a 4m x 3.7m screen to be entered into a prize draw for the chance to win frames and a range of club items.

Eye-catching visuals centred around Manchester United players such as Cristiano Ronaldo, Marcus Rashford and Scott McTominay, all wearing their favourite frames from the range.


Meanwhile, Man Utd legend Bryan Robson made a special guest appearance during a recent bank holiday to sign autographs and speak to fans as they engaged with the activation.

Eve Fifer, Commercial Director for World Duty Free, said: “Our Contentainment spaces are designed to be perfectly positioned and with the right digital hardware for brands to bring a real sense of fun to the store and create an engaging space for customers to enjoy. Maui Jim have really delivered on this – with their sharp creative concepts and partnership with Manchester United. We knew it would go down a storm with Manchester passengers.”

The installation sported the bespoke collection of 22 frames as part of the brand’s partnership with the ‘Red Devils’.

A spokesperson from Maui Jim said: “We are thrilled to be able to bring to life our partnership with Manchester United with our installation at Manchester Airport. Feedback from passengers has been great and we’ve had lots of hardcore United fans who were excited to have a go with the interactive games.”

Bryan Robson added: “I’m a big fan of Maui Jim and its range of sunglasses and I always make sure I’ve got mine with me whenever I go on holiday or the sun makes an appearance in Manchester.

“I thought the experience Maui Jim put together at Manchester Airport was brilliant, with the chance to win some exciting prizes, and of course I always enjoy getting to meet our fans.”

As reported, Maui Jim struck a multi-year partnership with Manchester United in 2019 as official vision partner to supply sun and optical wear to the club’s teams.

It has since launched several high-profile activations. In November 2021, Maui Jim showcased a gondola HPP at MAN T2.


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