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The Goal

Reconnect the brand and the sport with young diverse audiences, as they are the present and the future of the sport.

The Strategy

Activating US Latino Millennials as the gateway to all diverse youth. Elevate and celebrate diverse golf fans who engage with the sport and the league in unexpected ways.  Proving that golf “is for me” by proving what the sport “can do for me”.

The Results

18% increase in consideration amongst Latino Millennials and diverse youth in 6 months (first time they experienced that lift in history).

*Work originated, contracted and led by B//B principals at previous agency

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