Matt Varga Golf’s status as one of the world’s fastest-growing sports is no secret, but underwritten in that discussion is exactly how</em” the sport’s widened scope is taking place. Los Angeles’ swang, a golf collective borne out of breaking down the “stuffiness” of the pastime, is a case study in that regard, and now, they’ve got the backing of one of the world’s biggest sportswear brands.
Jordan Brand and swang have now announced a multi-year partnership “to help redefine golf’s future,” bringing the two together for activations, community events, and everything in between.
“I came into golf being myself. Jordans on, baggy shorts, a jersey, music blasting. swang grew out of that energy. It’s a place where you can pull up and tap in, whether it’s your first swing or you’ve been playing your whole life. From day one building swang, we literally had Jumpman on the top of our ‘Mount Rushmore of Brands’ Google doc. They’ve always pushed sport into culture, and that’s exactly where swang lives. It’s surreal, but it also makes sense.”
– swang Founder Modi Oyewole on the brand’s partnership with Jordan
The origin story for the collective, in which Oyewole witnessed how golf could be played and practiced in a far less restrictive, far more expressive setting than the typical “country club” setting, provides a fertile foundation for this partnership. swang’s FREE RANGE Thursday event series will be the first visible seeds of the deal, with either promising more to come as the relationship builds.
