Every Man Jack announced its partnership with six-time PGA Tour winner Max Homa for a new campaign built on his "Relentless" personal mantra.
Running across YouTube, social media, streaming, and TV, the campaign follows Homa on and off the course.
It showcases the discipline, repetition, and routines behind his elite performance.
"When we heard about Max's 'Relentless' tattoo, we felt an immediate connection," Every Man Jack VP of Marketing Kim Dao told DesignRush.
"Golf takes real grit to show up for every single shot, and that relentless determination is exactly what Every Man Jack was built for."
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The push also highlights the role grooming plays in the golfer's process.
"For a guy like Max, who brings that same work ethic to everything he does, the fact that our products are made with naturally-derived ingredients matters just as much as performance," Dao shared.
Athlete partnerships are giving grooming brands a way to connect product use to the routines and habits fans aspire to follow.
Athlete Stories Gain Ground in Grooming
The creative follows Homa from practice sessions to post-round routines, connecting his habits to his preferred Every Man Jack products:
- Sandalwood Body Wash
- Pacific Surf 48-Hour Odor Defense Deodorant
- Sandalwood Beard + Scruff Softening Butter
The campaign carries added credibility because Homa was already a longtime customer before the collaboration.
The partnership extends Every Man Jack's investment in sports marketing, using athletes' personalities to build deeper consumer connections.
Golf gives the grooming brand access to a growing audience interested in wellness, performance, and lifestyle content.
48 Million Golfers and Counting
Golf is attracting a younger, more engaged audience, with 57% of on-course golfers now under 50.
According to the National Golf Foundation, the 18-34 age group is one of the sport's largest customer segments, with more than 6.3 million on-course players.
Golf participation reached a record of 48.1 million Americans in 2025, and junior golf participation increased by 58% since 2019.
These numbers explain why lifestyle brands are treating golf as a viable marketing channel.
Golf's demographic shift creates a specific opening for grooming brands that understand how younger athletes think about performance and personal care.
- Audience growth creates new entry points. Brands that align with the habits surrounding sports participation can increase relevance off-course.
- Lifestyle content expands athlete partnerships. Marketers should highlight personal rituals to create stronger connections with younger audiences.
- Growing communities reward early investment. Brands that enter sports communities before they peak build loyalty that later entrants have to buy their way into.
Collaborations that start with a genuine product user produce more credible campaigns and stronger long-term brand affinity.
Our Take: Will More Grooming Brands Enter Golf?
Grooming brands have underinvested in golf for years despite the sport's demographic overlap with their core buyer.
More grooming brands will enter golf as the sport grows, and Every Man Jack is better positioned than most to capitalize on the shift.
Homa was already using the products before the deal, which means the brand didn't have to manufacture a connection with the athlete.
Brands that find the right athlete fit strengthen trust and create memorable campaigns that remain relevant after the partnership ends.
That kind of credibility shows in campaigns like the Nike and McDonald's sneaker drop with Devin Booker.
The basketball player's real history with both brands gave the launch a credibility that a standard endorsement deal could not have produced.
Looking for an agency that specializes in sports influencer partnerships?
Explore these Top Influencer Marketing Agencies to find partners that connect brands with athletes and engaged fan communities.
