DeVries Global - Content Production

Maui Jim



Maui Jim, a brand with little historical connection to tennis and golf wanted to activate their ambassadors in Europe by focusing on their relationship with the product and not their sporting achievements. 


We know that emotive content is shareable, and images and videos that convey a feeling such as humour, sadness or excitement are more likely to be commented on and shared on social media. As sport is renowned for stirring the senses, we knew we had an opportunity to combine the Maui Jim story with those of the sports stars.

Martina Hingis & Patrick Mouratoglou @ the Wimbeldon Clinic

Martina Hingis & Patrick Mouratoglou @ the Wimbeldon Clinic

Renato Paratore, Robert Karlsson and Romain Bechu

Renato Paratore, Robert Karlsson and Romain Bechu


To bring our insight to life we developed My Passions, a content series featuring our stars where they spoke candidly about their careers, what drives them and why they love Maui Jim.  The series was optimised for social with a short video and quick cuts which were designed to capture the attention of the audience. The content was shot during events where time was often limited, and so we had to be nimble and organised to capture the footage.

While we attended the events such as Wimbledon, Wentworth and the Milan Open, we were able to provide unique views of the tournaments and events using Instagram Stories which gave Maui Jim fans a unique insight into the event.


Maui Jim content featuring our ambassadors received over a million views on social

Maui Jim Instagram Stories captured at the Wimbledon Clinic received over 60k global views

Interviews with the ambassadors that took place during the Maui Jim events secured coverage in The Evening Standard, GQ and The Guardian