Johnnie Walker and Devereux Golf Reimagine Rivalry for the Streets of New York

Quick listen: Johnnie Walker and Devereux Golf turning culture, cocktails, and clothing into brand momentum.

For its latest campaign, Johnnie Walker is tapping into golf culture, on and off the course.

"The Spirit of the Cup" brings the sports' competitive energy into streetwear, cocktails, and live fan activations in New York City this September.

The brand teamed up with Devereux Golf to launch the limited-edition collection that includes jerseys, polos, cardigans, and tees.

The pieces were designed to feel just as at home in New York as they do on the course.

"When we first connected with Johnnie Walker, it was clear we shared the same ambition: to evolve the culture of golf and make it more dynamic, inclusive, and expressive," Bert Brunner, co-founder and designer at Devereux Golf, told DesignRush.

The launch marks the brands' third collaboration under the Clubhouse banner, building on two prior collections released in 2024.

For this latest drop, Brunner emphasized how it showcases golf as a lifestyle:

"We are capturing that energy, blending fashion, whisky, and golf in a way that feels fresh yet rooted in tradition.

For us, this partnership isn’t just about one campaign — it’s about signaling where the game is headed and the role brands like ours can play in shaping its future."

This co-branding is a clear step toward making golf feel more connected and more current for the next generation of players and fans.

NYC Gets the Full Golf-and-Whisky Treatment

Thirsty for more? Cue the Rivalry Cocktail Courier kits.

Fans can choose from U.S. or European editions and enjoy ingredients for the signature Keep Walking 18 cocktail.

It includes hero cups tailor-made for your fan celebrations. Kits are available while supplies last for anyone over 21 years old.

Starting September 24 until September 28, "The Spirit of the Cup" tour will also be rolling through NYC on four wheels as a pop-up playground.

Pop-up golf games, limited-edition merch, themed cocktails, and watch parties will be set up throughout New York to draw fans into the action.

Fans can visit the Johnnie Walker Clubhouse website for details on where the activation truck will stop next.

But wait, it doesn't stop here. There’s also a push to give back.

Through a partnership with FairWays to Leadership, the brand is advancing scholarships and leadership opportunities for students through golf literacy programs.

It’s a gesture that says the campaign isn’t only about pride or play, but creating lasting opportunity.

Our Take: What Drives This Campaign Forward?

For me, every initiative in the campaign shows how it carries purpose. And here’s what I think it gets right:

• It’s rooted in culture. Devereux merges street style and golf tradition in a way that feels authentic to both worlds.
• It lives where fans do. NYC streets, cocktail tables, Instagram feeds—Johnnie Walker meets fans at every touchpoint.
• It steps beyond marketing to impact. The FairWays partnership shows the campaign’s commitment to inclusion and long-term progress in the sport.

"The Spirit of the Cup" stretches beyond golf’s most famous rivalry.

It brings character to apparel, drama to cocktails, and genuine energy to the streets of NYC.

For brands looking to score cultural relevance, it's best to make your marketing playable and grounded to make it really memorable and build brand affinity.

It looks like Johnnie Walker is on a roll recently, showing how careful it is for its brand not to lose relevance and become forgotten.

Just last week, it launched a global partnership with Sabrina Carpenter to target Gen Z.

Staying relevant means meeting audiences where they live, play, and share. These agencies help beverage leaders turn every campaign into an invitation to connect.