Just two days ago, I shared my excitement about the partnership between TravisMathew and Guinness, highlighting the exceptional limited-edition TravisMathew x Guinness Daily Pro Hybrid Plus Golf Shoe.
The response has been inspiring, with many curious about TravisMathew’s perspective on this remarkable collaboration and their marketing aspirations.
To shed light on this, I had the pleasure of interviewing Ben Howlett, Head of Marketing EMEA at TravisMathew, and I’m thrilled to share his insights with you.
What opportunities does TravisMathew identify in partnership marketing?
For us, the opportunity in partnership marketing lies in creating something bigger than either brand could achieve alone.
We look for shared values and complementary audiences, where the product and story feel natural, not forced.
When done right, a great partnership builds cultural relevance, opens new doors commercially, and leaves a lasting impression with the consumer. That’s the benchmark we set for every collaboration.
Why did TravisMathew select Guinness as its partner?
We are very deliberate about our chosen partners. From the first conversation, Guinness and TravisMathew felt like the perfect match.
We share key values, including craftsmanship, product excellence, and storytelling. The collaboration was built on mutual respect and a shared creative vision from the outset.
Each detail was carefully considered, from the storytelling behind the 1,759 limited pairs to the design elements inspired by the iconic Guinness stout, we ensured the product carried a meaningful story.
Above all, the partnership has provided us with the platform to celebrate golf and lifestyle culture in a fresh way.
The responses we have received so far have been entirely positive, which has confirmed to us that we picked a great brand partner.
What are the emerging inspirations shaping the future of golf apparel?
Golf apparel is being shaped by influences well beyond the course.
We’re seeing inspiration from streetwear, lifestyle fashion, and performance tech all converge, driven by a new generation that considers golf as part of their broader identity.
Comfort, versatility, and self-expression now sit alongside tradition. That shift is opening up exciting creative space for brands like ours to lead with purpose and style.
What sustainable and high-performance materials will you use in the limited-edition TravisMathew x Guinness Daily Pro Hybrid Plus Golf Shoe?
The shoe features a pint-inspired outsole with all-terrain grip, engineered for grip across any surface.
The outsole visually echoes a freshly poured Guinness, blending performance traction with a bold nod to the collaboration.
There’s a premium synthetic waterproof upper with a signature Guinness style, offering 100% waterproof protection in a rich, deep brown hue inspired by the iconic Guinness pint.
Additionally, a lightweight cushioning system is featured, comprising a responsive midsole paired with a cushioned insole, to deliver support and step-in comfort.
Will you incorporate retro and nostalgic designs?
Absolutely. The Guinness branding on the heel, a co-branded tongue lockup, and insole artwork are inspired by vintage Guinness coasters.
These have also been included in the design for the matching putter cover, so the collab brings a storied legacy to multiple aspects of the product.