The current Masters Champion Danny Willett fronts a new Hickies marketing campaign that targets golf fans through Ryder Cup week.
Willett, who has been wearing Hickies since he first bought them in Dubai earlier in the year, won The Masters using Hickies and has become a brand ambassador who endorsers the product’s ‘greater athletic performance and comfort’ over traditional shoelaces.
The new campaign – which spans TV, digital and social platforms and also includes an NYC taxi partnership and a media alliance with Golf Digest – aims to drive consumer sales to the brand’s retailer partners across the USA as well as generate brand exposure and increase awareness.
The hero campaign film, which drives viewers to the brand’s website, was initially teased online in mid September in the form of a 15-second cut down clip on the brand’s YouTube channel.
More than 1000 New York City taxis will air the new commercial starring Willetts right through the week of the Ryder Cup.
The brand/endorser partnership will also see Hickies and Willett featured on Golf Digest’s website throughout the Ryder Cup.
The video was shot during photo shoot with 2016 Masters Champion Danny Willett at Mirasol Country Club in Palm Beach Gardens, Florida.
‘We are thrilled to see Danny competing in the upcoming Ryder Cup with Hickies,’ comments Hickies marketing director Sebastian Perez.
Comment
A new ambassador partnership, Hickies only signed Masters Champion Willett to a two-year endorsement deal in May 2016: a partnersship that will see Willett wear the Hickies Lacing System as part of his equipment on the PGA Tour and European PGA Tour and which will also see him help create a signature series of Hickies golf products.
It's official – welcome to the family, @Danny_Willett. #LifeWithoutLaces https://t.co/KyohlyHyZT pic.twitter.com/rYJCmatWIr
— HICKIES (@hickies) May 16, 2016
One of many golf product retail brands ambushing the Ryder Cup, Hickies is a global sneaker accessories company focused on athletic performance, innovation and design that has now sold more than 2 million product packs.
Its flagship product, the Hickies Lacing System, is made from memory-fit elastomer that flexes with the foot’s movement while still providing fit and stability.
According to founder Tony Duran: ‘Hickies makes a great golf shoe even better’.
‘The pace of market penetration for HICKIES in Golf isn’t surprising to me based on the performance factors of their superior lacing system,’ he adds.
‘The sell through and reorder rate with golf pro shops has been strong, and the new marketing campaign will add fuel to the fire.’
Hickies products are now sold in 40-plus countries and at more than 100 golf pro shop locations in the USA: including numerous Top 100 Golf Shop locations which are selling Hickies as a lace upgrades when they sell a pair of golf shoes.
Links
Hickies Web:
Hickies Facebook:
https://www.facebook.com/HICKIES/
Hickies Twitter:
Hickies YouTube:
https://www.youtube.com/channel/UCg6NqhCAZKyZcQQAWay-ZNw
