As a fan of photography, The Master’s is one of my favourite sporting events to follow and scroll through. The composition, treatment, and execution of the photography perfectly capture the event.
The white caddies and child-sized branded, white boiler suits are an unmissable iconography. The contrast of the green and white strangely satisfying. Born out of practicality in the late 1940’s, the suits were created to establish who the caddies were amongst the patrons. Since then, they have also become a part of the Par 3 competition.
The subtleness and majesty of the course created by its commercial cleanliness is evident in every photo published. The Master’s provides ample opportunity for eyes to land on brands as they ‘quietly’ display their attire on the world’s top players.
However, in recent years, golf fashion continues to push boundaries to what is deemed ‘traditional attire’. In 2021, I wrote a piece outlining golf’s rise and recognition in fashion and the increasingly popular ‘par-core’ aesthetic amongst younger audiences on the greens. Younger audiences have attributed to golf’s participation boom post-Covid and has trickled down into golf culture.
Boundaries were pushed this year and fashion was a hot topic of conversation.
All eyes on Jason Day…
On Thursday, world former number one, Jason Day wore a baggier pair of pants and Friday he wore a bold, Malbon sweater vest.
The pants did not receive the greatest feedback as he previously wore a similar pair at The Sentry earlier in the season, but the sweater vest created big conversation. Just like fashion or art, it’s subjective, loving it or hating it. However, The Masters asked him to remove the sweater. He only wore it the Friday morning. The decision itself caused conversation as such a rare occurrence.
Day has openly said that he feels most of his career, his fashion was on auto-pilot and his partnership with Malbon allows him to go outside the box and be different.
Day joined Malbon Golf at the beginning of 2024. His previous brands both Nike (seven years) and Adidas (ten years).
Malbon golf, in contrast to Nike and Adidas are a golf apparel company only and was founded in 2017. Day’s move not suprising amongst athletes who are willing to join disruptor brands and want to shake up the traditional expectations.
Malbon’s mission is: To inspire today’s youth to participate in the greatest game on Earth.
High Fashion Timing Their Entry…
Amongst the golf influence algorithm, I was provided a sponsored ad. For Jimmy Choo. It encouraged me to sign up to hear and see first their new golf inspired collection.
Out of curiosity I clicked through and speaking of the aforementioned, Malbon, they’re dropping a collaboration. It goes live on April 17th, what excellent timing.
Malbon are truly disrupting the golf market with numerous collaborations, signing ambassadors and reinventing what golf wear is for both men and women. Breaking stereotypes.
Viktor Hovland – Brash Branding
In contrast, Viktor Hovland again opted for an Azalea themed shirt. His 2023 shirt, very busy in design detracted from the sponsor patches and the discussion remained about the design itself. In contrast this year’s Thursday Azalea shirt was less busy. Which made sponsors very evident and turned the conversation amongst fans, calling out the evident branding.
An interesting case, brash branding does the job…for visibility. But for your athlete and final execution, does it really reflect them and create the conversations you really want amongst fans?
The Tiger Effect – in Sun Day Red
Despite an incredible carrer, it was a significant weekend of Woods. For the first time he stepped out onto the Augusta greens as a non-Nike athlete.
The Masters provided the perfect platform to debut his new brand, Sun Day Red. The standalone brand was launch by himself and TaylorMade in February. Only one month after parting ways with Nike. Over the course of the event, he wore apparel from the line and which included a golf shoe.
Despite his performance, Tiger is very much a part of the athlete/creator economy. The Sun Day Red line launches on May 1. Will the Tiger Woods effect reflect in its sales? Very likely.
Final Thoughts…
The Master’s brand is one of the most unique and well-protected assets. Every touch point has been considered as part of the wider brand and event experience. There is a reason to everything they do and that reasoning holds the same voice. Therefore, how The Master’s manages future fashion choices is at their discretion.
In a golf world where a more traditional PGA and not-so-traditional LIV Golf now lives, could The Master’s be comparative to that of Wimbledon, the one competition where its tradition increasingly holds an exception?
As golf aims to reach and engage with younger audiences, it is better sooner than later to establish the ground rules and encourage those new audiences to revel and make space for the tradition.
Thoughts + Sports 