PVH takes a swing at new Izod golf campaign
NEW YORK — PVH is launching a new golf-focuse campaign for its Izod brand. The Izod Golf platform includes a new ad campaign, multi-year sponsorships of three “Team Izod” PGA Tour golfers, and multiple sponsorship activations planned throughout the season.
“We are thrilled to bring golfers the new world of Izod Golf – with a new voice and new mindset,” said Mike Kelly, EVP marketing, PVH. “Izod is putting a new take on an old American tradition as we look to reach our target consumers, who are the younger golf nuts. Fans will see a strong emphasis on social media at the forefront of all of our activations.”
Izod’s sponsorship of the “MAXIM Clubhouse” in Augusta is a first for the brand. Izod will transform the back patio of the clubhouse into the “Izod Social Media Hub,” where there will be dedicated workstations for both media and brand partners, including PGA Tour and SB Nation; Google + Hangouts will take place from the hub, as will fan giveaways; and live feeds of golf conversations on various social media networks will be streamed. IZOD will officially open its Social Media Hub with a kickoff party on the night of April 10.
In 2012, Izod signed three PGA Tour players—reigning U.S. Open Champion Webb Simpson, two-time PGA Tour winner Scott Piercy and rising star Spencer Levin—to multi-year partnerships to form “Team Izod.”
In March, Izod debuted its “Living the Dream” commercial featuring Simpson as part of its comprehensive golf-inspired campaign, which includes on-air, print and digital advertisements that are running across NBC Sports, Golf Channel, Golf Digest, Golf Digest Stix and MAXIM. The commercial was filmed at Punta Espada Golf Club in Cap Cana, Dominican Republic.
Members of “Team Izod” will be featured in point-of-sale at retail partners across the nation. Further, at Macy’s stores in more than a dozen regional markets, Izod and Honda are teaming up to give away 2013 Honda Accords and an Izod shopping spree.
On the recently relaunched Izod.com, apparel worn by “Team Izod” players will be featured and consumers will have the opportunity to purchase the styles through Izod retail partner websites. For real-time updates and an inside look at the world of IZOD Golf, fans can follow IZOD Golf on IZOD’s Facebook page, Twitter (@IZOD), Instagram (@IZOD ) and by using #TeamIZOD.