Reinventing Tradition in the Golf World

When an established golfer decides to defy convention, you know something interesting is going to happen. Ashworth set out to create a more relaxed golf apparel style while still preserving the sport’s rich heritage. They came to Metajive to create the new brand’s digital presence to drive commerce.

Challenge

We needed to establish a compelling online presence that conveyed the essence of the brand, celebrated sponsored athletes on the PGA Tour, and ultimately increased sales. The task was not just about promoting products but creating an immersive experience that connected the casual golf game to the heritage world of golf, all while maintaining a modern touch.

Strategy

To resonate with the target audience, Metajive needed to create a unique visual identity that stood out in the golf world. The goal was to create a nontraditional experience that set Ashworth apart from other golf brands. We collaborated with our friends over at Vapor Studio, leveraging the excellent work they did with Ashworth's catalog, the Yardage Book, to focus on production and post-production.

Design

Our design approach aimed to present an elevated visual feel of the product, setting the brand apart. The website launch was synchronized with the release of the Yardage Book, creating a seamless connection between the physical and digital realms. Athletes were prominently featured alongside new products, fostering cross-related connections. A dedicated lookbook section showcased the brand's offerings in an engaging way.

Details We Love

Typography

Color Palette

Photography

Technology

We decided against a headless approach, and the ecommerce system employed was best-in-class, providing a smooth and secure shopping experience. By cross-referencing products, we made sure users exploring one item could easily discover complementary offerings.

Project Results

The final product made a clear statement, one that spoke to the contemporary vibe of many of today’s golfers, combining an aspirational look and feel with an easy consumer journey. Just like the products Ashworth sells are “Not your father’s khakis”, the final site was definitely not your average golf ecommerce site.
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