The Masters Effect
The pull of Augusta National
The Masters kicked off this week, as one of the most anticipated sporting events of the year so far. The LIV vs PGA face off has finally arrived. Rumoured opening feature groups including Tiger and Phil, Scottie and Cam, Brooks and Rory flooded fans imagination. The media reporting awkward encounters between the two camps, with Phil blanking former champions. Coverage basically excluding LIV players until Brooks muscled his way to the top of the leaderboard.
N.b. At the current time of writing brooks koepka is 5 shots ahead of the field (granted Rahm and Hovland haven’t teed off yet)
However, what can’t be denied is that Augusta National Golf Course provides a stunning backdrop for this so called melee.
The course could be in some kind of Truman Show style greenhouse. Everything is curated to a next level of precision. The palette is simple and consistent, every hole is a mix of crisp greens, earthy browns, golds and pinks. That’s it. Every hole.
The players nods to the course
Viktor Hovland in his azalia pink and white polo shirt (which has reportedly sold out globally in 1 day).
Adam Scott’s head covers from Seamus Golf, honouring his 2013 win. Inspired by the Augusta Greens and Caddie whites.
The Pro Shop at Augusta is expected to ship $70 million worth of merch this week alone. I guess everyone’s got to start somewhere.
Brands capturing the Augusta imagery
Many have jumped at the chance to sell the masters effect. And for good reason. I don’t think an oversized, preppy white polo is for me, but add a disproportionate little silhouette with a flag in it and I’m there.
Birds of Condor have been sharing some cool imagery. This Wu tang rendition of the Masters logo by Hunkykitty. I’m certainly going to try and find myself one. I don’t care how much shipping costs.
Their Keeper of the greens Polo were released too, coming in at £55.
Malbon have of course done another collaboration. This time with Asics, tell me these aren’t inspired by the same green and gold colour scheme. And yes I would 100% buy if I had the cash.
Devereux went direct to consumer in 2021 to have more freedom with their designs, and for me they are one brand that always gets it right. They’ve done an entire Masters collection. Which is just fucking Awesome.
Bogey Boys have done the same thing, adding stuff to their masters collection initially released two years ago when they released this great/bizarre marketing video.
It’s clear the Augusta has a huge pull in golf apparel. It’s a style that transcends from the country clubs, to rebellious golfers who want something different to wear. Going through all the stuff on offer is just part of what makes this such a great week of golf.