Lexus is once again adding to its golf marketing efforts, this time with a multiyear partnership with apparel brand Malbon Golf.
The deal was announced ahead of the the Malbon Mutiny Golf Invitational, which kicked off Tuesday at Miami Shores Golf Club in Miami, Florida.
Lexus is now the exclusive automotive partner for Malbon Golf, and the two brands will collaborate on a Lexus x Malbon capsule collection, a Malbon Golf-themed 2024 Lexus GX, and Lexus will activate at future Malbon Golf events.
Lexus intentionally enters strategic partnerships that align with luxury intenders’ interests -- from fashion and design to hotel partnerships, culinary experiences and sporting events, according to the automaker.
Lexus has long-held partnerships in the golf space, and as the game evolves, the brand mirrors the direction of the game as it aims to reach a younger, more diverse audience, says Vinay Shahani, vice president Lexus marketing.
“The Malbon Golf brand has left an indelible mark on the culture and lifestyle for younger entrants to the golf space," says Shahani, who calls the partnership the beginning of a “new era of Lexus Golf.”
Founded in 2017 by husband and wife duo Stephen and Erica Malbon, Malbon launched with a limited collection for men looking to find multifunctional golf apparel that’s made to be worn both on and off the green.
Malbon Golf now offers a complete line of limited-edition apparel, footwear and accessories that are “designed to reimagine the status quo and aspire across all ages with the ultimate goal of bringing a fresh perspective and an accessible, personal approach to the game,” per the company.
The brand is available throughout the U.S. and Korea through both ecommerce and at top select retailers.
Lexus has signed three young golfers to its ambassadors program this year: Justin Suh, 26, along with two up-and-coming woman golfers, Hinako Shibuno, 24, and U.S. golfer Amari Avery, 19,