Hypegolf Popup SOHO
One of the most recognizable names in this golf space, Hypegolf is more of a facilitator to spotlight noteworthy brands and for the golf community to have a place to connect. They started, like most, on Instagram as an offshoot of pop culture and lifestyle brand Hypebeast, which covers sneakers, fashion, cars, watches, movies, and anything that can be chalked into today’s “culture”. Hypegolf is all about integrating this culture into golf, and vice versa, and does so with collaborations, featured posts, tournaments, and most recently, a pop-up store in SOHO, New York City. Featuring pieces from Puttwell, J.Lindenberg, and more, as well as some of their own, the Hypebeast Clubhouse was a pop-up that ran May through June of this year as an evolved, fashion-focused pro shop. Every piece of clothing and equipment was curated to showcase the new direction golf is heading. Anyone could walk in to browse products and hit on the simulator, and the SOHO location meant a lot of fashion-focused people, who might not necessarily play golf, were able to stumble across this location and become immersed in this rising golf world. Hypegolf also hosted weekly parties and networking events with brands like Oakley and Tag Heuer, which brought a lot of recognizable people to the store as well. Hypegolf continues to be the most accessible avenue into this side of golf, taking the familiarity of mainstream popular culture and fusing it with golf to make the sport seem familiar and inviting.
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