Golf, Golf, and Golf

Birdies, brands, and breaking dress codes: Golf's wild new chapter with guest curator Max Morse

Shachar Aylon & Max Morse
August 16, 2024 • Estimated Reading Time: 4 minutes

This week’s edition is all about golf seeping into pop culture, with guest curator Max Morse who is also the founder of Sand Trap Society. Here is what he has to say:

“You may have noticed golf erupting into the mainstream over the past months and years, likely due to the fact that the sport is currently in the midst of a creative and cultural renaissance. A pandemic-fueled need to get out of the house led many new individuals onto the course, and amongst them are some world-class creatives and craftspeople.

I've been incredibly inspired by the photography, art, fashion and culture exploding from the game, which is what led me to starting Sand Trap Society, a brand dedicated to celebrating creativity and craftsmanship in the game of golf."

1. Kith swings for the fences

Why would Kith partner with TaylorMade, a 45-year-old legacy golf brand? Simple: Golf's got more juice than a country club mimosa bar.

This isn't your typical "slap a logo on a polo shirt" collab. Not only did Kith completely deck out a TaylorMade drop (gear, clothing, accessories, golf clubs, and even an insane golf cart), but they also enlisted golf lover Jimmy Fallon for this great short film. Trust me, whether or not you care about the sport or the brands, you’ll be entertained.

2. Club culture shock: How Malbon is redesigning golf's dress code

If you haven’t yet heard of the brand Malbon, it’s only a matter of time. The “lifestyle brand inspired by the game of golf” has spent the past six months dropping repeated partnerships including Budweiser, artist Daniel Arsham, and even the HBO series Curb Your Enthusiasm.

Malbon has also stepped onto the greens in a big way, outfitting their first sponsored PGA Tour player, Jason Day. Week after week, Day's Malbon ensembles have been part of the tournament narrative, none more so than during the Masters (golf’s Super Bowl). In a moment that highlighted the brand's disruptive presence, Augusta National officials asked Day to remove a Malbon sweater during the tournament.

3. From fairway to runway

Nelly Korda might just be the best American athlete you haven't heard of yet. She was a gold medalist 4 years ago at the 2020 Summer Olympics, and this past season she went on an incredible run winning 5 tour events in a row and capturing her second major championship victory.

She’s also beginning to step out in culture, including attending the Met Gala dressed by Oscar de la Renta. It's worth noting that she's the first pro golfer to attend the event since Tiger Woods stepped onto the red carpet back in 2013.

With her dominance on the course and her growing presence off it, Korda is shaping up to become a superstar. Whether you're a golf enthusiast or just appreciate excellence in any field, Nelly Korda is definitely someone to keep your eye on.

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