Our founder's eleven-second sponsorship career

Our founder arrived for his first proper round in a matching polo, quarter-zip, belt and shoes. He had researched moisture management for three evenings. He had not researched which direction the ball was expected to go.

At the first tee, a stranger asked who he played for. This remains the finest eleven seconds in company history.

The launch event

He removed his glove, put it back on and performed a stretch he had seen in a commercial. His playing partner asked whether he wanted a practice swing. He declined. There were already people watching, and he did not want to give away the product.

The first shot travelled far enough to require everyone to look down. The tee remained upright. The ball had moved approximately the length of the belt he had spent forty minutes selecting.

The stranger quietly stopped filming. This was the first indication that the endorsement market might require athletic output.

A strategic repositioning

In the clubhouse, our founder reviewed the incident. The clothing had performed flawlessly. The shirt had wicked. The shoes had gripped. The quarter-zip had communicated institutional backing that did not exist.

Only the golf had failed, and the golf was clearly outside the apparel department's control.

He wrote the business plan on a scorecard. ‘Sell the part that worked.’ An investor asked whether the company would help beginners improve. He replied that improvement was already a crowded market, while looking briefly credible had enormous unmet demand.

The current arrangement

Today we outfit the walk from the parking lot to the tee. It is a short customer journey, but an exceptionally photogenic one.

Our founder still plays. His wardrobe now has seasonal releases. His swing remains an early prototype.

He recently hired an instructor, who asked him to wear whatever was comfortable. The board has classified this statement as a material threat to the business.