Taking Richardson to THE PLAYERS

For the first time, Richardson headwear would be sold at the PGA Tour, in the Fan Shop at THE PLAYERS Championship. That was a big opportunity, and a new kind of audience. The golf fans walking TPC Sawgrass had no history with the brand, and the collection was only available for the few days of the tournament.

We needed a campaign that would make Richardson feel at home on the course and send people to the Fan Shop before the caps were gone.

I led the marketing side of the launch. I shaped the campaign strategy, directed the product photography, wrote the copy, and turned the creative into targeted Facebook ads. I partnered with our product, art, and leadership teams to have everything ready before the tournament.

1. Start with who we’re talking toThese buyers weren’t our usual team and dealer audience. I built the creative around what would feel natural to golf fans at the event, not what already worked for us on the ball field.
2. Lead with the storyRichardson’s 112 trucker is America’s Favorite Cap. We framed the launch as the 112 making its PLAYERS Championship debut: a well-known cap stepping onto a new stage.
3. Create urgencyThe copy made the scarcity plain (“Only available at the Fan Shop,” “Get yours before they’re gone”) so fans had a reason to act during the tournament.
4. Put the budget where the buyers areWe ran short videos as targeted Facebook ads to reach golf fans near the event, and tracked reach, engagement, and clicks throughout.

A new audience doesn’t need a new brand. It needs a reason to care. Anchoring the launch in something Richardson already owned, America’s Favorite Cap, gave golf fans that reason, and the urgency gave them a deadline.