About Get Golfing

We are collaborating with Ralph Lauren in order to encourage Gen Z outside. Screen time amongst the younger generation has increased, leading young people to feel isolated and anxious. The Get Golfing campaign wants to combat this by helping 18-24yr olds in London view the outside as a healthy escape.

Ralph Lauren will partner with golf courses around London and sell aesthetic and affordable golfing bags, including the basics, to make the sport more accessible to young adults. Ralph Lauren’s golfing line is catered toward younger trends with its simplistic and modern nature, contrasting the neon and garish outfits associated with the sport now. This will encourage younger people to be turned toward the sport and break the stereotype. Buying into the clothing line and purchasing the equipment will allow for golfing and the outdoors, to help create an identity for that young person. Due to golfs social nature, a community of young people will be built so that young people are also able to identity with a community, increasing their sense of self due to getting outside.

Why Ralph Lauren?

Ralph Lauren is a high-end clothing brand. Its focal aim is to capture the “American Spirit’. The label personifies the American Dream, the idea anyone can achieve success, as the brand started by Lauren working out of a drawer selling ties in New York (‘Ralph Lauren – A Brand Capturing The American Spirit’, 2018). The clothes are shaped around lifestyle, Ralph Lauren’s tagline “made to be worn”, emotionalizes the brand. The brand plays on their tagline, positioning themselves as a brand that is lived in, emphasising hard work and aspiration to be your best self. Ralph Lauren is synonymous with high-quality American apparel. It symbolises luxury and timeless style. Their foundation is the need to create uniqueness and personality within their clothing, to provide meaning and status instead of just a product. Ralph Lauren’s clothing holds a rich heritage representing diversity and respect, the brand is inclusive to people from all walks of life. Their core values are “speed and innovation, teamwork and transparency” with an aim of improving lives.

Ralph Lauren himself has a love of sport, emphasised through his RLX golfing and polo lines. This encouragement of self-improvement and the brand’s link to sport will be the centre-point for the campaign, broadcasting the idea of personal growth and better self-esteem created by going outside. The focus on their golfing line will align the brand with getting outdoors, broadcasting it as a healthy escape.

Golf holds a misjudged reputation that it is reserved only for the older, middle class. We are destroying that stereotype and showing you how fun golf can be!

50%

50% of Gen Zs and millennials in the UK feel stressed and anxious a lot of the time.

76%

Screen time has increased by 76% among Gen-Z during covid.

24%

Only 24% of the BAME community regularly visit a natural environment. Furthermore, ethnic minorities only make up 1% of visitors.

These events have been created in order to provide an accessible and fun way for young adults living in London to get outside. Golf is avoided by the younger demographic due to how it is advertised and sold in the media. These events cast a younger, more romantic glance on golfing and adapt the sport to fit younger people. There is a lack for genuine enjoyment of the outdoors and exercising. This event ties in golf and a tasteful, exciting atmosphere in the hopes to show the younger generation that spending time outdoors can be fun.

The typical, younger music event juxtaposing the sophistication of the sports environment is an attempt to change the light golf is viewed in and attract in a younger crowd with what they actually know to be fun. The typical environment being sold isn’t easily accessed by younger people with the expenses of the golfing equipment as well as style of the event itself. Ralph Lauren partnered with our company in order to allow people from all walks of life to experience an elegant setting and to make it easier for every young person to find something they enjoy outside.

We believe this sport is a perfect way to get outside as golf can easily become a lifestyle change. Just 12 weeks of golf can show improvement in muscle tone and a highly improved swing. Due to its laid back nature, it is also viewed as less of a commitment than higher intensity sports such as running. This means that young people would be more likely to stick to this as it’s easier to maintain and the quick improvement pace allows for motivation to continue rather than it become another resolution likely to break. This makes golf the perfect solution to getting young people living in London outside.