THIS IS GOLF

In my conversations with Houston White, he never failed to ask me about golf. He would speak about the sport as a life skill and not just a game we play. When creating the vision for this campaign, I wanted to build on that idea. Highlighting pieces from his summer collection, available at Target. While also connecting with an audience who wouldn’t primarily see theirselves in the sport.

Women golfing has been growing impact. Major golf brands have been strategically partnering and aligning to target women. Hashtags such as #girlsgolfing have been trending on social media. In theory I could have used this campaign to speak to the majority but instead I wanted to ignite black women. Where historically, golf has been viewed as exclusive and limiting in terms of diversity and inclusion. Houston White’s collection positioned as a cultural liaison and bridged a gap that needed to be seen coming to life on the green.

This is golf, our way!