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Opinion
Ben Schott

Millennials Are Saving Golf by Rebranding It

What Golf 6.0 tells us about branding, fandom, aspiration and belonging.

A new golf aesthetic.

A new golf aesthetic.

Sources: William Murray Golf; Andrew Reddington/Getty Images; Malbon NFT; Puffingtons; Vice; Bogey Boys

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This is not about golf.

This is about brand building, “bland” building, legacy disruption, social change, racial equality, streetwear’s triumph, Covid’s wake and flogging endless gear to the Alphabet Generations.