Here’s why an underwear company partnered with PGA Tour caddies
Professional golfers may dominate the headlines, but behind every successful player stands an unsung hero – the caddie. SAXX, a leading men’s underwear brand renowned for its innovative BallPark Pouch technology, recently forged a groundbreaking partnership with five PGA Tour caddies, shedding light on these vital figures in the world of golf. Among the caddies…
Professional golfers may dominate the headlines, but behind every successful player stands an unsung hero – the caddie. SAXX, a leading men’s underwear brand renowned for its innovative BallPark Pouch technology, recently forged a groundbreaking partnership with five PGA Tour caddies, shedding light on these vital figures in the world of golf.
Among the caddies joining forces with SAXX are Geno Bonnalie, renowned for his work with Joel Dahmen, and John Ellis, who partners with reigning U.S. Open champion Wyndham Clark. Their visibility soared following appearances on Netflix’s docuseries “Full Swing,” shining a spotlight on the essential role caddies play in professional golf. Joining them are Aaron Flener (J.T. Poston), John Limanti (Keith Mitchell), and Joel Stock (Will Zalatoris), collectively forming a dynamic team poised to redefine the relationship between brands and golfing professionals.
SAXX, founded in 2006 and credited with pioneering pouch underwear, recognized the opportunity to align with caddies, often overlooked yet indispensable figures on the course. Shawna Olsten, Vice President of Brand Marketing at SAXX, highlighted the brand’s desire to engage with caddies authentically, leveraging their unique position to connect with golf enthusiasts.
Central to SAXX’s “Ball Masters” campaign is a playful nod to the caddie’s responsibility of caring for their player’s golf balls – a role mirroring SAXX’s commitment to comfort and support with its innovative underwear designs. This alignment underscores the brand’s emphasis on performance and functionality, resonating with golfers and fans alike.
While the specifics of the partnership remain undisclosed, SAXX’s investment surpasses $100,000, affirming its dedication to supporting caddies and amplifying their presence in the golfing community. The caddies will proudly sport SAXX’s signature underwear, alongside the brand’s new chino-style shorts and cooling polo shirts, on the course, embodying SAXX’s commitment to performance and style.
In a gesture of philanthropy, SAXX will donate $100 to the Testicular Cancer Foundation for every birdie made by the caddies’ players throughout the season, furthering its mission to raise awareness and support important causes. Moreover, SAXX invites golf enthusiasts to become honorary “Ball Masters,” offering a year’s supply of free underwear to winning applicants, fostering a sense of community and engagement within the golfing world.
Beyond the greens, SAXX is expanding its reach into the golf space by targeting resort and hotel channels, securing product placements at prestigious properties such as JW Marriott, Ritz Carlton, and Fairmont, renowned for their premier golf destinations. However, it’s the collaboration with caddies that stands out as SAXX’s most prominent venture, solidifying its position as a key player in the golf apparel market.
In essence, SAXX’s partnership with PGA Tour caddies signifies more than just a sponsorship deal; it’s a celebration of the often-overlooked individuals who play a pivotal role in the success of professional golfers. By championing caddies and integrating them into its brand narrative, SAXX continues to redefine the boundaries of sports marketing, elevating the unsung heroes of golf to well-deserved prominence.
