As a longstanding leader in the golf industry, Acushnet sets the standard for excellence on the green. Despite this established position, the company faced a saturated market and shifting consumer demands. To navigate these changes, market analysis and trend research identified a unique, underserved consumer segment and revealed a gap in Acushnet’s portfolio.

The objective: fill it. The approach: create a new brand using real-time validation that would extend Acushnet into emergent territory; a brand that could resonate with the evolving golf landscape, without diluting Acushnet’s status and longstanding reputation in golf’s highest-ranking circles.