Are hoodies acceptable golf attire? In 2020, pro golfers like Rory McIlroy and Tyrell Hatton were wearing hoodies in competition, and the conversation was heating up in professional golf – showcasing the divide between the country club crowd and the everyday golfer. Around that year’s November Masters, my team at 160over90 proactively identified an opportunity for Michelob ULTRA – take a stand with the everyman, and declare the brand #Pro-Hoodie by releasing novelty hoodie coozies.

The idea wasn’t just a fun gimmick product – it answered against Michelob ULTRA’s core positioning that “It’s Only Worth It If You Enjoy It”. As a brand long connected to golf, the Hoodie Coozies made a statement – that no matter who you are, what your style is, or what your skill level is, the game of golf is only worth it if we all enjoy it.

The team brought in professional golfer Harold Varner III to be the face of the campaign, and the profits from every coozie sold went to support PGA Reach. I acted as the creative lead and head writer on the project, and the team took the idea from concept to pitch to prototype to release in only 17 days – in the middle of a pandemic.