• by Larissa Faw , March 31, 2017

The PGA Tour Superstore is expanding an online campaign featuring golfer Jordan Spieth after his sponsor Under Armour liked the concept so much that the athletic brand wanted to bring it to a bigger stage.

Each year, PGA TOUR Superstore reaches out to a golf brand to ask about their interest in a partnership and after Under Armour and Spieth saw the rough cuts in early March, they were excited about putting more spots on air. This is the first time the golf retailer has worked with both Under Armour and Spieth.

Led by agency 22squared, the "Golf Season is Back" campaign includes a series of short videos running on PGA Tour Superstore's social channels. There’s also a TV spot.

The 30-second "Line" spot shows Spieth waiting in line reviewing the items he needs to purchase and forgetting he needs golf balls. Spieth is wearing Under Armour apparel and holding several of the brand’s products. The spot ends with an invitation to enter to win a contest to meet him in person as well as receive Under Armour and PGA Tour Superstore merchandise. 

The ad runs on the Golf Channel to target the avid golfer. "This was the best strategy to hit the target audience with our message, in the most efficient way possible," says Mark Belot, vice president, group account director, 22squared.

22squared has worked with PGA Tour Superstore since 2013. For the past three years at the start of spring, PGA TOUR Superstore has reminded hibernating duffers nationwide that it’s time to dust off their clubs and get back on the course. In 2016, PGA Tour Superstore worked with Cobra Puma and golfers Rickie Fowler and Lexie Thompson, and also worked with TaylorMade and Jason Day for a Father's Day campaign.