<\/p>\n
\n\tMarketing will play a key role in Peter Millar\u2019s future as it continues to position itself as more than just a golf brand. And Paul Nugent is the man who has been tasked with making that happen.<\/p>\n
\n\tChief marketing officer Nugent is relatively new to the company, having joined Peter Millar in May 2025 after serving as senior vice president of global brand marketing at Under Armour and vice president of global marketing for Umbro. The U.K.-born Nugent has also headed marketing for the Hey Dude brand.<\/p>\n
\n\tWith a background that straddles fashion and sports, he embraced the idea of joining Peter Millar to help the company achieve its goal of evolving from a golf label into a luxury lifestyle brand.<\/p>\n
\n\t\u201cIt was really interesting to join a company that had such deep-rooted relationships within the golf world,\u201d he said. \u201cWhat came very naturally to Peter Millar was to foster those relationships and continue to grow. So when I came in, the task at hand wasn\u2019t to increase awareness or brand affinity within the golf space. It was really to broaden the share of closet and to show that this brand has adaptability.\u201d<\/p>\n
\n\tHe was the catalyst behind the recent signing of NFL star Christian McCaffrey to join the brand\u2019s golf ambassadors.<\/p>\n
\n\tWith its golf ambassadors, Peter Millar still tends to focus on promoting its golfwear \u2014 with a few exceptions, such as an event in the Hamptons last year with Cameron Young where the PGA Tour pro showed up dressed in the brand\u2019s lifestyle product.<\/p>\n
\n\tBut signing McCaffrey opens up an entirely new window for the brand, Nugent believes. \u201cWe really wanted to use somebody that would give a different flavor to the brand without being so far disconnected to the values that made us,\u201d he said. The campaign looks different, Nugent added, \u201cbut without being detached from the Peter Millar reality. It feels fresh.\u201d<\/p>\n
\t\t\t\t\tPaul Nugent<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\t\u201cChristian is a football player, and he has an inherent love for golf, but we\u2019re not using him for that,\u201d Nugent added. \u201cIt\u2019s very much a lifestyle play. The brand has used a lot of models in the past in photo shoots, but I\u2019m a firm believer in finding shared values with individual personalities that can really validate a brand, rather than trying to force any narrative. And I think we\u2019ve managed to crack that with Christian on this occasion.\u201d<\/p>\n
\n\tBut don\u2019t expect Peter Millar to stray too far from its core and partner with rappers or avant-garde designers.<\/p>\n
\n\t\u201cI have a conversation almost every other day with someone who would love to work with us \u2014 be that an individual, an institution, a brand \u2014 because Peter Millar is very much cemented in corporate America as an elite brand. The team is keeping a very open mind, but the story has to be authentic and right.\u201d<\/p>\n
\n\tNugent said before making any commitments, he explores what the consumer would take away from the messaging. \u201cI think for Christian, it\u2019ll be clear and people will understand why that partnership makes sense. But unless a brand achieves that, I don\u2019t think it\u2019s worth it. It\u2019s better to stay quiet than to create noise.\u201d<\/p>\n
\n\tThat includes celebrating the 25th anniversary.<\/p>\n
\t\t\t\t\tThe company\u2019s fall campaign has a more lifestyle aesthetic.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\tHe said Peter Millar has generally kept a low profile, but it is ready to become more visible now \u2014 albeit in a very Peter Millar way.<\/p>\n
\n\t\u201cThe brand has not been very vocal or opened the curtains before,\u201d he said. \u201cI describe it a little bit like \u2018Willy Wonka & the Chocolate Factory.\u2019 \u00a0We\u2019re opening up for our 25th, and people are going to see behind the curtain. But it\u2019s on our terms. We\u2019re here to celebrate, but we don\u2019t do things for the sake of doing them. We\u2019re in it for the long game, and everything that we do is with intention.\u201d<\/p>\n
\n\tHe said that in the coming months, expect the brand to \u201cpivot into some interesting spaces that maybe people don\u2019t expect, but will understand when they see the story and it\u2019s explained to them. It should never just feel like marketing. It should feel like we\u2019re solving some problems for the consumer where possible.\u201d<\/p>\n
\n\tBecause Peter Millar offers different collections \u2014 Crown, Crown Crafted, Crown Sport and Pursuit, a performance sub-brand within Crown Crafted \u2014 Nugent is working to determine the nuances within each before developing marketing plans.<\/p>\n
\n\t\u201cWe\u2019ve done a lot of work recently on dissecting what would be described as the Peter Millar man, and it\u2019s a mindset and a vibe and [depends on the] wearing occasion. Yes, there are consumers who wear Peter Millar in a golf occasion, in a very elevated way, or as lifestyle. Sometimes that\u2019s the same person, sometimes it\u2019s different. With our collections, I think the important thing is to clearly create the distinction of the different vibe and intent of that product.\u201d<\/p>\n
\n\tWith Crown, for instance, Nugent believes that when the customers see images and how it\u2019s positioned on the website and merchandised in stores, \u201cthey get a sense of why it was created and the purpose.\u201d Ditto for Crown Crafted and the performance products.<\/p>\n
\n\t\u201cWe\u2019re starting to construct some of that language now,\u201d he said, adding: \u201cThe beauty that I\u2019ve encountered in my time here is the willingness between design, product and marketing to work coherently side by side to ensure that whatever comes out at the end of that design process makes sense to the consumer.\u201d<\/p>\n
\n\tCase in point is the new Pursuit performance-skewed line that has McCaffrey as its face.<\/p>\n
\n\t\u201cWe sat down very early and were able to construct the language, the labeling, the tone, the color palette, and then ultimately the ambassador, together,\u201d Nugent said.<\/p>\n
\n\tAnd because this marks the brand\u2019s 25th anniversary, Peter Millar also created a sophisticated, luxury assortment to celebrate, which will also make its appearance in the marketing materials. That includes changing the color of its mints \u2014 a little extra gift put into every order \u2014 to the colors of the brand\u2019s first product, a cashmere sweater. \u201cIt\u2019s almost like a collectible that might seep into social,\u201d he said.<\/p>\n
\t\t\t\t\tA Peter Millar suite at the Omni Resort.<\/p>\n
\t\t\t\t\t\t\t\t\tkevin kaminski photography<\/p>\n
\n\tNugent said that surprisingly, Peter Millar has had a lot of success over the past few months on TikTok. \u201cPeter Millar in the social space is really ingrained in golf culture,\u201d he said. \u201cSo as golf is having a moment, being one of the leading players in the space means we\u2019re part of the cultural conversation.\u201d<\/p>\n
\n\tIn addition, the brand has seen success with podcasts, such as one with Peter Millar\u2019s elusive chief executive officer Scott Mahoney in the golf space, and other partnerships around some marquee golf events. For the U.S. Open at Shinnecock Hills on Long Island, for example, Peter Millar partnered with The Blade helicopter transportation, and also worked with influencers and media partners.<\/p>\n
\n\t\u201cWe did more than we\u2019ve done in the past, and that allowed us to have moments of content creation that manifested on social in very cool and authentic ways,\u201d he said.<\/p>\n
\n\tOther out-of-the-box relationships included one with the Omni Hotels, where Peter Millar created branded suites for its properties in Carlsbad, Calif., and Frisco, Texas. \u201cIf you\u2019re someone who knows Peter Millar intimately, and then suddenly you\u2019re in a suite with a pool table branded with the Crown logo, and you get a robe with the Peter Millar logo, it allows our brand, in a non-commercial way, to create experiences.\u201d<\/p>\n
\n\tLooking ahead, Nugent said to expect the brand to continue to flex its marketing muscle. \u201cThere\u2019s a whole world of possibilities open to what this brand could be,\u201d he said. \u201cI\u2019m talking to other brands about how we can work together to create some more magic in the future.\u201d<\/p>\n
#Evolving #Golfwear #Luxury #Lifestyle #Brand<\/p>\n","protected":false},"excerpt":{"rendered":"
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