Hypegolf Clubhouse celebrated its soft launch during an exclusive event with Michelob ULTRA. The event marked the exclusive unveiling of a new collaboration with the beer brand — a partnership that embodies the Clubhouse’s mission: to embrace modern interpretations of the game that highlight its intersection with culture.
Curated to immerse visitors in the contemporary golf lifestyle, the newly minted Hypegolf Clubhouse will continue to showcase an array of brands in the golf space, with special weekly drops of apparel, footwear and activations centered around the game’s innovative frontier. The centerpiece of the evening was the unveiling of the new Hypegolf Label x Michlob ULTRA collection. The line, featuring a sleek quarter-zip pull-over, a kit-inspired polo, a corduroy cap, and other bespoke pieces, seamlessly blends performance with sartorial elements. Designed for on and off the course, the collection’s functional, fashion-forward pieces incorporate graphic and branded accents that celebrate Michelob ULTRA’s storied presence in sports culture.
Driving excitement amongst the crowd, Hypegolf hosted a closest-to-the-pin challenge, with a special twist. Challenges were played on a Foresight golf simulator, providing a unique virtual experience for first-time and veteran players alike. Victors were rewarded with apparel pieces from the collection, garnering a first look at the limited-edition lineup. During the night, guests enjoyed a selection of savory appetizers and refreshments courtesy of Michelob ULTRA, including the brand’s flavored seltzers and beers. DJ ODDEO kept spirits high with a pop-infused music set. The event drew a notable crowd within Hypegolf’s robust community, along with special appearances from media figures in the entertainment space. Spotted in attendance were Creative Director of Extra Butter Bernie Gross, media personality Dale Moss and chef Dennis Prescott.
Michelob ULTRA’s private launch party offered an exclusive glimpse into the Hypegolf Clubhouse, a space that serves as a nexus between sport and style, celebrating the communities attuned to golf’s modern pulse. Stop by the new storefront to check out the co-branded capsule, currently on display alongside other fashion drops from leading lifestyle brands.
Catch a glimpse of the action in the galleries above. Stay tuned on Hypebeast to see more from Michelob ULTRA during the height of the golf calendar.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
Hypegolf Clubhouse
Dates: August 29 – September 28
Location: 147 Grand Street in SoHo, New York, NY 10013
The post Michelob ULTRA and Hypegolf Unveil New Collab at Hypegolf Clubhouse in NYC appeared first on Hypebeast.
