An Australian brand is celebrating record sales after landing a huge partnership with one of the UK’s most popular reality shows.
More than five million Brits tuned in to watch Love Island this year – the show’s biggest audience since its launch in 2015.
It’s since become a global phenomenon, with audiences around the world including Aussies and Americans, becoming obsessed with the bikini-clad dating show.
It’s because of this, sunglasses brand Quay Australia, decided to collaborate with the culturally iconic series – designing a range worn by the “islanders” during the eight-week show.
And after seeing how girls and guys in the villa rocked the sunglasses, shoppers were quick to snap them up, the brand’s CEO Jodi Bricker told news.com.au.
“Since the show has begun, we’ve seen a lot of excitement from our customers on the partnership, globally,” she said.
“In the UK, we’ve seen a spike in traffic each night the show airs and double-digit growth in traffic since last month.
“The styles the islanders have been loving are also influencing our customer’s choices – the top five selling styles in the UK in June have all been worn on the show.”
It’s a huge result for a brand born from humble beginnings in Melbourne in 2004 and comes after it was sold by the original founders, Linda and Allen Hammond and their son Zak, to Boston-based private equity firm Summit Partners in April last year.
As a result, the Quay team wanted to push the brand to new heights, choosing to sponsor the show to increase its brand awareness outside of Australia.
“Sunglasses are a staple on Love Island and Quay sunnies have been worn nonstop by islanders every season,” Jodi explained.
“We know our community loves the show and has been influenced by islanders such as Amber Gill, Cartier Surjan and Caroline Viehweg, who all wore Quays on previous seasons. “As we advanced our marketing strategy this year, we knew we wanted to test a new approach to collaborations with an integrated broadcast partnership, while giving our fans the best specs of their lives with a fun new collaboration collection.”
More than 25 different designs were proudly worn on-screen, including several polarized sunnies, priced between $85 and $120 – and the brand’s current bestsellers, the $85 “High Key” aviator style frames.
“We launched the Quay x Love Island collection with 16 styles that our product team designed and curated with the islanders, location and show as their muse,” Jodi said.
“Once casting was underway, the islanders were given a wide selection of sunnies to choose from – bestsellers, polarized staples, and new summer drops with vibrant pops of colour, including our official collection.
“They have all been styling themselves as they enter the villa, and we love what they’ve been wearing.
“We also get the heads up from the ITV team on special requests from islanders or events they are planning, such as the blue party, and regularly send new options to the villa for the islanders to try.”
One of the things Jodi said the brand had enjoyed so much about the partnership was seeing how the islanders wear the products, revealing there’s been several surprises during this season.
“We’ve certainly been entertained by Davide rocking his Quay sunnies over his prescription glasses,” she said.
“We offer prescription glasses and sunnies in the US, so the team is dying to get their hands on his prescription to help him solve that problem.
“We also love seeing the islanders pop sunnies on in bed, as the first step in their daily morning routine.”
While the UK season has just concluded, with Davide and Ekin-Su winning the crown, Quay is also sponsoring the US version which has just kicked off and is airing on Channel 9.
“New styles are being added to the collection each week as they appear on air, so be sure to check back regularly,” she said.
Cameron Smith’s imminent defection is being viewed as the biggest “coup” to date for LIV in their quest for legitimacy.
Until now, The PGA Tour and its supporters could argue that the rebel league is merely a competition where washed up pros go to fill their bank accounts. No longer.
While tour veterans Phil Mickelson and Sergio Garcia were the initial names linked to the financially lucrative competition, the domino effect can’t be denied.
Brooks Koepka, Bryson DeChambeau and Dustin Johnson – three of the biggest names on the US PGA – have taken the money and left.
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Smith’s signing however is being seen as a game-changer.
At 28, he is only now coming into the peak of his powers, he is the most recent major winner and he overran Rory McIlroy, the biggest name in world golf since Tiger Woods, to claim the Open Championship.
Nonetheless, Smith’s pending defection, which the Australian remained coy about ahead of the FedEx Cup playoff opener, hasn’t been filled with overwhelming excitement and a popping of corks.
Indeed, there’s an overarching sense of disappointment, inevitability and sadness about Smith’s likely defection; financial security has won over legacy and moral compass.
Writing for the UK Telegraph – the same publication that broke Smith’s defection on a deal worth more than $AU140 million – chiefs sports writer Oliver Brown emphasized that Smith’s defection “might” capture an audience that eventually garners a TV deal.
“His signing is arguably the Saudis’ most significant coup to date, and could represent a tipping point for the competition – a moment where a gilded freakshow turned into a sporting event which might demand the world’s attention,” Brown wrote.
At the heart of the appeal of LIV Golf, Brown hit the nail on his head when he revealed the ridiculous sums of money today’s stars were forgoing by resisting a move from the PGA Tour.
“Against this backdrop, you can see why the initial contact from Greg Norman, LIV’s ringmaster, became an offer Smith could not refuse,” he wrote.
“(Henrick) Stenson, a 46-year-old who has failed to reach the weekend in seven of his last nine majors, is the type of player he should be beating for breakfast. And yet the Swede, quickly forgetting his defenestration of him as Ryder Cup captain, earned more for a glorified three-day exhibition at Bedminster than Smith did for winning the 150th Open at the Home of Golf.
“From Smith’s perspective, this is an imbalance that urgently needs correcting. If he takes home the maximum loot of £3.93 million on his LIV debut in Boston next month, he would eclipse even the £2.98 million he earned at the Players Championship in May, in what was then the richest prize ever offered by a single golf tournament. Why should the leading man tolerate making less than some forgotten members of the chorus line?”
Brown continued by highlighting the ridiculous Saudi-funded money on offer but said the sheer financial sums couldn’t, at least at this point, match the theatre, drama and excitement on show at the PGA and DP World Tours.
“The numbers are so absurd, the golf itself has been rendered a sideshow. When Stenson holed the decisive putt at Bedminster, for the grandest payday of his career, the moment was greeted by the faintest rustle of polite applause. Even the winner himself did not look unduly bothered,” Brown wrote in The Telegraph.
“Here lies the sadness in Smith’s defection. With his talent in the fullest bloom, he deserves to be playing in front of the largest galleries, for the highest stakes. LIV ultimately offers him neither. It is a realm with all the money but none of the prestige. Smith, you sense, understands what true glory in golf means. As he gave his acceptance speech on the 18th green at St Andrews, the Claret Jug in his hand, the quaver in his voice suggested he was genuinely overwhelmed.
“For Smith to be swapping such moments for hollow, show-me-the-money exercises is a cause for lament. At one level, his departure from him in his prime from him demonstrates the scale of the Saudis’ ambitions. But at another, it is the grimmest possible reflection of the schism they have wrought.”
READ MORE
ODD: Courtroom reveal exposes damning side to high-paying LIV Golf contracts
WOW: Aussie star Smith drops $140m PGA bombshell as shock Open twist revealed
NEXT TIME: Aussie Matt Jones rejected from $75m event, ‘icy’ standoff avoided as LIV court bid fails
At the USATodayAndy Nesbitt, was far more scathing.
In particular, the publication took aim at Smith’s decision to deflect questions around his future and offer no definitive answer on whether he intended to shift allegiances.
“In doing so, (Smith) tarnished a reputation that just a few weeks ago was one of the best in professional golf,” Nesbitt wrote.
“Smith didn’t deny it and he didn’t confirm it, he just said he had “no comment” on that, which is a really lame way of ducking the question while also pretty much confirming the report to be true.”
Nesbitt went as far as saying his responses were “cowardly.”
“But to not come out with a definitive answer when asked about it before the start of the PGA Tour playoffs is a pretty cowardly thing to do.
“Now it’s a little harder to cheer for a guy who just a few weeks ago was the coolest golfer in the world.”
Thomas Kershaw from The Timestoo, wrote that Smith’s pending defection was the competition’s “biggest coup”.
“It has been very easy up until now to dismiss the gimmicks of LIV’s format — featuring shotgun starts, 54 holes and no cuts — as a watered-down exhibition lacking the essentials of elite competition. Critics could point to the players who shrugged off missed putts knowing their money was guaranteed beforehand and the rebel series was derived as a refuge for those who had cashed in on the twilight of their careers,” Kershaw wrote.
“The signing of Smith is a significant riposte to that narrative. LIV may already have a horde of relatively recent major champions but Bryson DeChambeau and Brooks Koepka have battled injuries and indifferent form while Phil Mickelson still seems a ghost of his former self. Smith, 28, is the first to defect who is not just at the peak of the game but still entering the prime of his own.
He continued: “Smith remains LIV’s biggest coup to date and also symbolizes another aspect of their revolt that could bring considerable success. Smith had been vocal in urging the PGA Tour to bring a major golf event back to Australia but while those calls fell on deaf ears, LIV — and Norman — have been only too keen to hear them. When LIV expands into a 14-tournament league next year, it is reportedly scheduled to stop in Sydney in April, where Smith is expected to feature in an all-Australian team.”
Closer to home, James Erskine, the former manager of the late Shane Warne, who also managed Greg Norman in the past, told The Sydney Morning Herald the emergence of LIV was “destabilizing”, but didn’t accept the argument that players had blood on their hands given the competition is being backed by Saudi Arabia.
“It’s destabilizing the fabric of professional golf. I’m on the board of the PGA of Australia and we have to look after all professionals and professionals coming up. They all start as amateurs somewhere and are nurtured through the pathway so they could play golf, and then they get cards and qualify professionally,” he said. “So many people do business with Saudi Arabia and the Middle East, where they have very different rules and regulations and different respect for women.
“But you can name just about any company and they will probably have a link to Saudi Arabia, Rolex, Range Rover, Rolls Royce, Ferrari. Everyone’s doing business with them, so I think it’s very unfair to turn around and say because you’re a professional golfer, you shouldn’t deal with Saudi Arabia.”
Meanwhile, Erskine said Smith would be welcomed to play in Australia even if he joins LIV Golf.
Controversy swirling over the upstart LIV Golf series got “a little more personal” when 11 LIV rebels sued the US PGA Tour this week, according to Northern Ireland star Rory McIlroy.
McIlroy and fellow US PGA Tour pro Justin Thomas both welcomed a judge’s ruling that denied a request by three LIV Golf players for a temporary restraining order that would have allowed them to play in the St. Jude Championship this week, the first event of the US PGA Tour’s season-ending playoffs.
The three players qualified for the playoffs were among 11 golfers who filed an anti-trust lawsuit against the US Tour challenging the indefinite suspensions imposed by PGA Tour commissioner Jay Monahan upon those who played in any of the Saudi-backed LIV tour’s first three events.
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McIlroy, who has been a critic of the new series offering stunning $20 million purses for its 54-hole events as well as signing bonuses reportedly worth tens of millions for some stars, said he believed golfers had the right to choose the new tour — but the US PGA Tour also had the right to exclude those who made that decision.
“Guys are going to make their own decisions that they feel is best for them and that’s totally fine,” McIlroy said after playing a pro-am round at TPC Southwind in Memphis, Tennessee.
“I don’t begrudge anyone for going over to play LIV or taking guaranteed money.
“I think where the resentment comes from the membership of this tour is the fact that they want to try to get their way back in here with no consequences, and anyone that’s read the PGA Tour handbook or abided by the rules and regulations, that would feel very unfair to them.”
As a PGA Tour board member, McIlroy has even-handedly fielded questions about LIV Golf — spearheaded by Australian Greg Norman — for months. It comes as the Australian world No.2 Cameron Smith is said to have joined the rebels on a deal worth $140 million.
But I have acknowledged that the lawsuit hit close to the bone.
“I certainly have a little more respect for the guys who haven’t put their names to the suit,” McIlroy said.
“It’s become a little more personal because of that.”
The fact that Australian Matt Jones and Americans Talor Gooch and Hudson Swafford weren’t given temporary relief from their suspensions to compete in the playoffs was, McIlroy said, “a good day for the Tour and for the majority of the membership.”
READ MORE
ODD: Courtroom reveal exposes damning side to high-paying LIV Golf contracts
WOW: Aussie star Smith drops $140m PGA bombshell as shock Open twist revealed
NEXT TIME: Aussie Matt Jones rejected from $75m event, ‘icy’ standoff avoided as LIV court bid fails
I have noted, however, that it remained to be seen how the full lawsuit would play out.
“It’s like you birdied the first hole, but you’ve still got 17 holes to go,” he said.
– Play golf, stop worrying –
Thomas said he’s not looking too closely at what promises to be a protracted legal battle.
“The only thing I really care about is this golf tournament and trying to play well and trying to win the FedExCup,” Thomas said.
“And to be honest, I just don’t care about all that stuff that’s going on.
“However it’s going to happen is going to happen. I may have an opinion here or there, but at the end of the day, once it gets to this point, it’s way out of my hands in terms of getting to lawyers and judges and things of that nature.
“So I just want to play golf and stop worrying about it,” added Thomas, who described being asked about the controversy at a wedding he attended recently.
That said, Thomas agreed with McIlroy that the lawsuit, and the demand of LIV rebels that they be allowed to return to the PGA Tour, intensified feeling around the issue.
“You can have your cake, but you don’t need to eat it, too,” he said.
“And they got their fair share of a large, large amount of cake and go eat it on your own means. You don’t need to bring it onto our tour.”
A federal judge has denied a request by three LIV Golf Series players, including Australian Matt Jones, for a temporary restraining order allowing them to play in this week’s $US75m PGA Tour FedEx Cup playoffs.
US District Court Judge Beth Labson Freeman made the ruling after a hearing at San Jose on the lawsuit filed in the Northern District of California. The news came on a dramatic day in which Aussie world No.2 Cameron Smith was reported to have signed on for the Greg Norman-led rebel tour.
Jones and Americans Talor Gooch and Hudson Swafford had sought the chance to compete in the FedEx Cup playoff opener, the St. Jude’s Championship, that begins Thursday in Memphis.
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All three were among those suspended by the PGA Tour after they teed off in their first event of the Saudi-backed LIV Golf Series in June. The ruling upheld that ban.
“We’re disappointed that Talor Gooch, Hudson Swafford and Matt Jones won’t be allowed to play golf,” LIV Golf said in a statement. “No one gains by banning golfers from playing.” Gooch was ranked 20th in FedEx Cup points with Jones 65th and Swafford 67th. The top 125 players in season points qualified for Memphis with 70 players advancing to next week’s BMW Championship and the top 30 reaching the season-ending Tour Championship in Atlanta.
Had they been able to play and reached the Tour Championship, the trio would have earned berths in next year’s Masters and US and British Opens.
But LIV Golf players could not show irreparable harm since they will be allowed to play LIV Golf events when those resume next month in Boston.
While LIV Golf players claim they are independent contractors, the PGA Tour argued they were members and the tour can punish members who violate rules, such as playing in LIV events.
“With today’s news, our players, fans and partners can now focus on what really matters over the next three weeks, the best players in the world competing in the FedEx Cup playoffs,” PGA Tour commissioner Jay Monahan said in a memo obtained by The GolfChannel.
LIV Golf has lured away such top stars as Dustin Johnson and Henrik Stenson with guaranteed money and record purses of $25 million at events.
Jones, Gooch and Swafford were among 11 LIV Golf players who filed an anti-trust lawsuit against the PGA Tour.
Mexico’s Carlos Ortiz, who had been among the 11 players in the lawsuit, has dropped out of the case, his manager said.
Some players at Memphis warned of a frosty reception for LIV golfers had they been allowed to tee off after departing for richer prize money as well as trying to knock PGA players out of their own playoffs.
“Going to be a pretty icy Thursday morning if those guys play,” 2009 US Open champion Lucas Glover told The Golf Channel. “They want their cake and eat it too.”