Rickie Fowler is a representative of "edgy youth-oriented brands" like Red Bull, Puma, Cobra and Farmers Insurance, but the U.S. Open runner-up also has an "intuitive mind that mulls the changing landscape of opportunity confronting the modern tour pro before making (so far) unerringly lucrative and well-suited career choices," according to Jaime Diaz of GOLF DIGEST. Because companies are "being increasingly careful with spending endorsement dollars, they are enlisting fewer golfers and demanding much more engagement from those they do sign up." It means deals "that require more commitments like photo shoots, dinners, outings and social media than bygone players would have agreed to when they had greater leverage." Fowler, who in '13 earned about $4.5M off the course, has "built a reputation as a full-service partner who corporations highly value for over-delivering." In the process, he has "become a model for a younger generation of players who accept that a more-collaborative relationship with a corporate partner is the new normal." Fowler said, "My main focus coming out wasn't to build a business or a brand. My dream was to make it on the PGA Tour. With that as my No. 1 focus, whatever went along with that, I did." But Diaz notes even though his "marketing, clothing and hat-on-backward style would seem to shout 'brash,' Fowler is never described as cocky." Instead, he "might be the most popular player among his peers." Fowler is "disciplined about signing autographs and interacting with his fans after rounds." Pre-teens "have the closest bond" with Fowler, and at this year's Drive, Chip & Putt finals at Augusta National, participants surveyed by Golf Channel "picked Fowler as their favorite young golfer." Fowler: "It's an obligation and an extra burden, because whenever I'm in public, I'm Rickie the Golfer, and I can't goof around and do something stupid" (GOLF DIGEST, 7/ '14 issue).
I AM A ROLE MODEL: GOLFWEEK’s James Achenbach notes there is more to Fowler than an “orange puma outfit and a shiny set of Cobra golf clubs," as he wants to “inspire and help others.” He said, “I have a pretty good idea of who I want to be off the course.” It may be “difficult to picture a 25-year-old golfer as a humanitarian, but Fowler appears to have the potential to make the world a better place.” Phil Mickelson said, “I think golf needs Rickie Fowler. He is very popular, and I believe he can bring more men, women and kids to the game.” Achenbach notes the Rickie Fowler Foundation “encourages and supports youth athletics and academic excellence.” One of Fowler’s sponsors is Farmers Insurance, and the company makes “charitable contributions in Fowler’s name” (GOLFWEEK, 6/20 issue).
