• Loading stock data...
Sunday, July 6, 2025

How Mizzen+Main and Phil Mickelson Pulled Off One of the Best Marketing Plays of the Year

PONTE VEDRA BEACH, FL – MAY 11: Tiger Woods of the United States and Phil Mickelson of the United States stand on the 16th green during the second round of THE PLAYERS Championship on the Stadium Course at TPC Sawgrass on May 11, 2018 in Ponte Vedra Beach, Florida. (Photo by Sam Greenwood/Getty Images)

PONTE VEDRA BEACH, FL – MAY 11: Phil Mickelson of the United States and Rickie Fowler of the United States walk on the tenth hole during the second round of THE PLAYERS Championship on the Stadium Course at TPC Sawgrass on May 11, 2018 in Ponte Vedra Beach, Florida. (Photo by Sam Greenwood/Getty Images)

Normally as a brand you don’t want people to classify your product as “preposterous”, “horrible”, or “ugly”, but that’s exactly what you would have found if you happened to search “Phil Mickelson’s Dress Shirt” this past weekend on Twitter.

What you would have also seen was the loyal wearers of Mizzen+Main, which includes over 600 athletes, standing up for the brand that Mickelson made viral on social media after wearing one of their long sleeve shirts at a practice round during the Masters. He subsequently followed that up by signing an endorsement deal with the company, which he now has an ownership stake in.

“After Phil was introduced to the product, he thought it would be fun to actually play golf in,” said Kevin Lavelle, Founder and CEO of the six-year-old apparel company. “After the feedback of wearing a Mizzen+Main dress shirt in a practice round at Augusta, a broader partnership was announced in the run up to The Players Championship.”

One has to think that rolling out Mickelson for an afternoon round, in Florida, in May, would have been risky for the brand. While Phil didn’t play the best round of his life, and the shirt was blamed on social media for the poor performance, Lavelle was ecstatic about how the shirt held up.

“The whole point of Phil wearing the dress shirt is to demonstrate its capabilities. 18 holes in the Florida sun in May at the highest level of competition? The shirt held up beautifully!”

Want more content like this? Subscribe to our daily newsletter!

When looking for an endorser, Mickelson, outside of already being an investor in the company, checked all of the boxes for Lavelle and his team.

“The great part is our customers range from early twenties into their sixties. The reality of Phil’s fan base is that has the same breadth. Everyone loves Phil.”

While Mickelson and his shirt were the talk of the golf world this weekend (yes, his shirt even has a Twitter account), when the announcement came on May 9th that the two parties had agreed to an endorsement deal, the eyeballs went from just attention to attention that came with sales.

“We had our highest days of the year after the announcement and a 500% increase in daily web traffic,” said Lavelle. “Our social engagement and traffic was off the charts! It’s been a thrilling few days.”

Lavelle credits the company for being nimble enough to take advantage of the moment, along with the fact that as a brand they don’t take themselves too seriously, to the early success of the partnership.

As for what happens next given the off-course potential and the relatability Mickelson has with their customers, Lavelle was guarded when it came to giving away all of their secrets saying, “We have a lot planned.”

PONTE VEDRA BEACH, FL – MAY 11: Tiger Woods of the United States and Phil Mickelson of the United States stand on the 16th green during the second round of THE PLAYERS Championship on the Stadium Course at TPC Sawgrass on May 11, 2018 in Ponte Vedra Beach, Florida. (Photo by Sam Greenwood/Getty Images)

Thanks to some solid planning, Mickelson being bought in, and the startup being nimble enough to execute when the time was right, the long tail effect of the past few weeks will last far longer than people’s memory of what Mickelson actually shot on the course.

“It’s been a whirlwind since he played at Augusta,” added Lavelle. “While this feels like a massive week for us, the reality is, we’re literally just starting one of the most innovative and exciting partnerships in sports. We can’t wait to unveil what’s next.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.