Corona Premier Partners With Eastside Golf to Support Inclusivity
Grace Mahas — September 20, 2022 — Social Good
References: eastsidegolf & globenewswire
Corona Premier, the popular beer brand, recently joined forces with golf lifestyle brand Eastside Golf to inspire greater inclusivity and diversity on the course. As part of the partnership, the brands launched a limited-edition bucket hat in support of the Advocates Pro Golf Association. This nonprofit organization seeks to prepare minority golfers to compete and win at the highest level of professional golf.
Two colorways of bucket hats are available: navy blue with white embroidery and white with navy blue embroidery. The "1955" is displayed on each hat to honor Alfred "Tup" Holmes, who won approval from the Supreme Court in 1955 for Black people to play golf in Georgia, a moment that transformed the game.
“We’re thrilled to partner with Corona Premier to create a way for fans to learn about the history of desegregation in the game and support young people who are interested in becoming involved in golf today,” said Olajuwon Ajanaku, Co-Founder of Eastside Golf. “We have a shared mission of refreshing the game of golf and look forward to furthering that movement while supporting the APGA, which shares our vision of making golf a more similar reflection of the diverse world we live in.”
The collaboration is officially live on both Corona and Eastside Golf’s websites.
Two colorways of bucket hats are available: navy blue with white embroidery and white with navy blue embroidery. The "1955" is displayed on each hat to honor Alfred "Tup" Holmes, who won approval from the Supreme Court in 1955 for Black people to play golf in Georgia, a moment that transformed the game.
“We’re thrilled to partner with Corona Premier to create a way for fans to learn about the history of desegregation in the game and support young people who are interested in becoming involved in golf today,” said Olajuwon Ajanaku, Co-Founder of Eastside Golf. “We have a shared mission of refreshing the game of golf and look forward to furthering that movement while supporting the APGA, which shares our vision of making golf a more similar reflection of the diverse world we live in.”
The collaboration is officially live on both Corona and Eastside Golf’s websites.
Trend Themes
1. Inclusive Partnerships - Collaborating with brands that have a shared mission of promoting inclusivity and diversity on traditionally exclusive activities could be a disruptive innovation opportunity for other industries and sectors.
2. Limited-edition Merchandise - Creating limited-edition merchandise with a clear message or purpose could be a disruptive innovation opportunity for fashion and retail industries.
3. Supporting Non-profit Institutions - Partnering with nonprofit organizations that promote a cause aligned with a brand's message or purpose could be a disruptive innovation opportunity for other industries and sectors.
Industry Implications
1. Beer - Beer companies could promote inclusivity and diversity by collaborating with diversity-promoting organizations or creating limited-edition merchandise for a cause.
2. Golf - Golf brands and clubs could adopt a more inclusive message and purpose by partnering with diversity-promoting organizations, collaborating with fashion brands to create apparel that is more inclusive of diverse communities, and promoting the history of desegregation in sports.
3. Nonprofits - Nonprofit institutions could collaborate with commercial brands to promote their message and purpose and raise awareness and funds for a cause.
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