Ahead of the start of the 2018 Masters, Michael Kors has entering the world of golf via a new athlete ambassador partnership with professional golfer Charl Schwartzel.
The former Masters champion, who will act as the fashion brand’s first sports endorser in the golf space as Michale Kors aims to expand its sportswear category presence.
The new athlete ambassador alliance was amplified across the fashion brand’s digital and social platforms (including Twitter)
We’re excited to announce a new partnership with professional golfer and Masters champion Charl Schwartzel (@CA_Schwartzel). #MichaelKorsMens pic.twitter.com/zDzYMwhFbd
— Michael Kors (@MichaelKors) April 2, 2018
and by the golfer across his own channels.
I’m honored to be the first-ever @MichaelKors golf ambassador! #MichaelKorsMens #Sponsored https://t.co/CMEEIavKqE
— Charl Schwartzel (@CA_Schwartzel) April 2, 2018
The deal was further boosted by a PR-focused drive across the fashion media and associated social sites.
John D. Idol, chairman and chief executive officer of Michael Kors Holdings Limited, said Schwartzel “represents the timeless values as well as the traditions of the sport.”
33-year-old Schwartzel, a South African pro golfer and former Masters champion, is a comparatively low-risk profile athlete ambassador with a global presence on both the European Tour and PGA Tours.
He boasts a relatively small social media following with just 92k Twitter followers and 9000 Instagram followers.
Schwartzel said in a release that he will be developing Michael Kors sportswear, stating that he will “collaborate with the company on the development of their sportswear, providing input on performance features to be incorporated into the line”, as well as wearing performance pieces while he competes. His involvement will help the label develop product to be worn both on and off the course.
Comment:
Despite its premium lifestyle positioning, the ambassador tie-up coincides with the launch of the first Michael Kors golf collection.
The player partnership sees Michael Kors joins rival athletics brands (eg Nike, Adidas, Puma and Under Armour) on the course alongside traditional fashion rivals (such as Polo Ralph Lauren which has a tier-up with World Number Four Justin Thomas).
The addition of Michael Kors to the golf lifestyle space could be seen as another sign that the golf apparel market is heating up again –perhaps driven by the return to form of the sport’s sponsorship and marketing colossus Tiger Woods (see case study).
Links:
Michael Kors
https://twitter.com/MichaelKors
https://www.facebook.com/MichaelKors
https://www.instagram.com/michaelkors
https://www.pinterest.co.uk/michaelkors/
