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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

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.