SBD/June 13, 2014/Marketing and Sponsorship

Rickie Fowler Enlists Help Of Sponsors Puma, Cobra To Pay Homage To Payne Stewart

Fowler didn't tell anyone outside his family and close friends what he was planning
Golfer Rickie Fowler during the opening round of the U.S. Open Thursday paid tribute to the late Payne Stewart by wearing a "teal set of the plus-fours" and "teal and white argyle socks to complement the knickers," according to Brian Biggane of the PALM BEACH POST. Fowler said that he "got the idea a few months ago" and then "consulted with his sponsors at Puma/Cobra." Aside from the "plus-fours and argyle socks, the outfit featured a white, flat-bill Cobra hat, a white belt with an oversized Cobra buckle and white-and-blue golf shoes with orange laces." Fowler noted that he "didn’t consider wearing the tam-o’-shanter hat that Stewart favored." He said, "I was sticking to flat bill the whole time. I’m not sure how I would look and how we would work that out with Puma or Cobra. ... But I think the outfit did all right" (PALM BEACH POST, 6/13).'s Ian O'Connor noted this "wasn't some marketing gimmick designed to make the telegenic Fowler even more appealing to the masses." This was a "moving show of kindness and perspective." Fowler "liked the whole idea of this as far back as a few months ago, when he asked Puma to come up with the appropriate threads." Fowler "didn't tell anyone outside his family and close friends what he was planning for Round 1 at Pinehurst" (, 6/12). He said, "Probably 10 people actually knew I was going to wear this today. I tried to keep it as quiet as possible." In Boston, Michael Whitmer notes Fowler's "sartorial homage to Stewart was for the first round only." He will be "wearing regular pants" during Friday's second round (BOSTON GLOBE, 6/13). See the full endorsement portfolio for Rickie Fowler at Resource Guide LIVE.

TOUCHING TRIBUTE: CBS Sports Network's Doug Gottlieb said Fowler's tribute to Stewart was the "coolest moment of the U.S. Open." CBSSN's Tony Luftman: "This is so cool. I can't begin to explain how emotional I was when I saw this. (Stewart was) one of golf's great guys, a true gentleman, gone too soon. The idea of doing this on the 15-year anniversary at Pinehurst is so thoughtful." Gottlieb noted Fowler "just did it the right way" ("Lead Off," CBS Sports Network, 6/12).
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Marketing and Sponsorship, Golf, Puma

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