Hobie Eyewear Launches #CleanerWatersChallenge in Partnership with YETI and Fear My Heart
Hauppauge, NY — 3/23/26 — Eyeking LLC brand Hobie Eyewear has announced the launch of the #CleanerWatersChallenge, a community-driven campaign that rewards customers for taking real environmental action. The promotion runs through ICAST in July and is made possible through a collaboration with outdoor lifestyle brand YETI and Bassmaster Elite Series angler Carl Jocumsen’s Fear My Heart brand.
Customers who purchase a pair of sunglasses from the Hobie Eyewear Upcycled Collection, including the Hull Float and Hatch Float styles made from 100-percent Hobie kayak plastic, will receive a complimentary cleanup trash bag and an instruction card. Together, these tools equip anglers and outdoor enthusiasts with everything they need to make an immediate difference along their local shoreline.
Participation is straightforward. Clean up a shoreline, snap a photo of the difference made, and share it on Facebook, Instagram, or TikTok while tagging @HobieEyewear, @Yeti, and @FearMyHeart with the hashtag #CleanerWatersChallenge. Participants who show off their new Hobie Eyewear sunglasses in action earn a bonus entry. Winners will receive curated prize packages featuring YETI gear, Hobie Eyewear sunglasses, and more.
The #CleanerWatersChallenge is a natural extension of Hobie Eyewear's ongoing partnership with Fear My Heart, the conservation focused brand founded by professional angler Carl Jocumsen. Jocumsen has been a driving force behind the Fear My Heart Lake Cleanup initiative, which organizes anglers and outdoor communities to restore and protect waterways across the country. The #CleanerWatersChallenge builds directly on that mission by empowering Hobie Eyewear loyalists to participate in the movement.
"At Hobie Eyewear, we believe that making a sustainable product is only the first step," said Dylan Coates, Marketing Manager at Hobie Eyewear. "Our Upcycled Collection is made from 100-percent Hobie kayak plastic, and now we are giving our customers a way to take that commitment even further by getting out there and cleaning up the waters they love."
Hobie Eyewear also donates a portion of all Upcycled Collection sales to the FishAmerica Foundation, a nonprofit dedicated to fisheries research, habitat restoration, and angler education. The partnership reinforces the brand's belief that conservation requires both sustainable products and sustained investment in the health of aquatic ecosystems.
The #CleanerWatersChallenge is open to U.S. residents 18 and older. Full Official Rules are available at HobieEyewear.com/pages/cleaner-water-challenge-giveaway.