The Open
Major championship · The R&A · Collection and merchandise
- Partner
- The R&A
- Merch tent
- 91% sell-through across the range
- Online
- Collection sales +57% year on year
- Reach
- 2.6m social views in the first three weeks
Two championships, two collections, two venues. The Living Links took Royal Birkdale's dunes and native wildlife as its source - topographic maps and laser readings of the course itself became the textures on the polos and mid-layers. Where Giants Play did the same at Royal Portrush the year before. Online sell-through more than doubled against that first collection, and we worked with the R&A's ecologists on Beyond the Fairway, documenting how an event this size leaves the links as it found them.