March 2013

maide golf

In recent years golf fashion has trended towards sporty or completely ostentatious looks. No brand was a true style leader for the historically fashionable game. This presented an opportunity for a stylish new brand to compete in the golf apparel market which could exist as a natural brand extension from the Bonobos sportswear collection. 

Assignment

Spin-out Bonobos golf apparel from it’s current mediocrity as a small category within the Bonobos sportswear collection and rebrand it as an authentic, stand-alone golf brand.

Goals

• Create a lifestyle brand that doesn’t feel like an afterthought from a sportswear company

• Bring style and coolness back to the game of golf

• Incubate a brand internally that can match Bonobos first year of revenue in 2008 of approximately $2mm

The Work

We locked our creatives in "The Bunker" for 2 weeks to rethink our golf line and turn it into a brand. We set the tone with inspiring images of stylish golfers from the 50's, 60's, and 70's. This inspiration informed our font, logos, signage, packaging, and ultimately the details of the apparel.  

The Shoot

We shot on location at the Desert Highlands Golf Club in Scottsdale, Arizona - home of the very first skins match between Nicklaus, Palmer, Watson, and Player. 

PArtnerships

Leading up to the launch, we partnered with top retailers, resorts, and golf accessory businesses to elevate the brand and increase our visibility in the golf apparel market.

Presenting Maide Golf

Meet the Members

Digital Identity

We created a unique shop-in-shop experience that leveraged Bonobos ecommerce capabilities and brand equity. Additionally, we built "About" and "Lookbook" pages that helped tell the story of Maide and bring the brand to life. Maide and Bonobos share a shopping cart which enables a seamless shopping experience.