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AND THE NEW is proud to announce their appointment as the creative-digital agency to Coral Eyewear, to help elevate their brand positioning and end-to-end marketing in their biggest year since formation.

The partnership will see AND THE NEW devise a summer-long brand and sales campaign, drive digital and ecommerce strategy, content marketing and Coral Eyewear's sponsorships across the sports and entertainment space.

Founded in 2019 by University of East Anglia student George Bailey, who wanted to improve the sustainable credentials of the global eyewear industry, Coral Eyewear has gone from strength to strength in the market with its unique sustainability positioning - creating premium eyewear using regenerated ocean waste such as ocean fishing nets and fabric scraps from landfill.

Backed by ex-BBC Formula 1 host turned BT Sport football and High Performance podcast anchor Jake Humphrey, Coral Eyewear have already established themselves across sport, entertainment and gaming in their early years through partnerships with the likes of the Mahindra Formula E Team, Extreme E and EA Sports’ Grid Legends.

New for 2022, Coral have now added to that roster and formed collaborations with Williams Formula 1 Team, Richard Branson’s Virgin Voyages luxury cruise ships and booming sportswear brand Castore. AND THE NEW will provide strategic partnership and marketing expertise to bring these to life throughout the year.

Co-Founder George Bailey said: "We've been speaking with AND THE NEW for some time, with the idea that the summer of 2022 would be the time to kick-start the relationship in line with some fantastic new sports and entertainment partnerships that we’ve managed to secure.

"We were highly impressed not only with their combined experience across the sport, entertainment and gaming sector, but their creativity, digital-first approach and personality they brought to helping us plot out the next phase of our journey. What they've achieved as an agency in little over six months speaks for itself, and we're delighted to be working together towards big some big plans.”

Co-Founder and Digital and Content Director, Dan Connor, said: "Coral Eyewear's story is one we've been familiar with since its beginnings. Their unique positioning in the market, aligned with George's decision to begin building a business at the age of just 19, is hugely inspiring and one we were highly interested to help bring to life.

“You don’t win exclusive retail rights on Virgin Voyage’s 5-star cruise ships unless a brand has something about it. Collaborations such as this and others that are soon to be announced are testament to the fantastic people and story of Coral Eyewear.

"With those various partnerships across sport and entertainment, this is the perfect time for both parties to begin working together to take the brand to the next level. We've got so much planned as we near the summer season.”

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