Fowler tees up campaign for PGA Superstore

The PGA Tour Superstore is looking to leverage the popularity of golfer Rickie Fowler with a new marketing campaign.

Fowler, one of the PGA Tour’s rising young stars, will help the retailer introduce a multi-faceted Custom Fit Campaign and Meet Rickie promotion.

“Rickie appeals to golfers of all generations, but Millennials especially relate to his humor and approach as more authentic,” said Dick Sullivan, president and CEO of PGA Tour Superstore. “Rickie is helping us share an important message: you can improve your golf game and getting custom fit can help. And, in the process, it can be a fun experience. Not only is Rickie a colorful, popular player on the PGA Tour, but he’s very likeable and he wants to make golf fun and interactive, which is what our brand is all about.”

Golfers who visit a PGA Tour Superstore or visit online at pgatoursuperstore.com can take advantage of a free custom club fitting, enter for a chance to meet Fowler at an upcoming PGA Tour event and win a complete set of custom fit clubs and head-to-toe PUMA Golf apparel. But, if customers want to meet Rickie, they will have to follow his rules, which are showcased in the fun and unique PGA Tour Superstore video, “Rickie’s Rules,” which encourages golfers to socially share why they want to meet Rickie. As Rickie sees it, the main benefit of getting custom fit at a PGA Tour Superstore is a chance to meet him.

The Custom Fit Campaign, designed to encourage golfers to visit a PGA Tour Superstore for a free custom fitting, tees off this week and runs through the end of April. As part of the Custom Fit Campaign, Fowler also appears in national TV spots, engaging in a one-on-one dialogue with an in-store customer who is getting custom fit.

After the PGA Tour Superstore customer tests his new custom-fit clubs in a fitting simulator and discusses the importance of custom fit, Fowler is surprised when a less cool customer dons Fowler’s trademark wide-brimmed hat and neon orange (PUMA Golf) clothing to showcase his version of custom fit.