Golf as a category suffers from an image problem. It’s seen as elitist and dull. But Nike is at the forefront of the new wave of golfing equipment and gear that is designed for a new younger audience. The problem is no one knows about the innovation.
We partnered with HighSnobiety to tell the story of the urban golf craze taking over Cape Town in South Africa. This was rolled out across their channels to reach the right audience and make golf stand out.
From the stills of the shoot, we created a shoppable digital look-book module that worked across all of Nike Golf’s wholesale partners. This editorial x commerce approach meant that we were able to serve the core while scaling to the many.