In celebration of the Michelob Ultra x Devereux Collection, HYPEGOLF held an exclusive launch party at the newly opened Clubhouse with special appearances from rapper RADAMIZ and professional skateboarder Alex Corporan. With the collection on display, the lively event showcased a DJ set by Corey Townes and onsite activations where guests could interact with digital applications of the sport.
The Michelob Ultra x DVRX collection captures golf’s cultural shift toward street style and pays homage to NYC’s most influential cultural hub, the bodega, including an assortment of T-shirts, long sleeves, polos, crewnecks, caps and a standalone varsity jacket. Graphic lettering and pop-inspired motifs distinguish the collection’s various colorways. Golf Bodega remixes nostalgic bodega culture for the streetwear setting with custom fits that can take you from a round of drinks to a round on the course. Rising personalities like Roger Steele and Paris Hilinski have ushered in a fashion-forward approach to golf attire. This industry-shifting momentum forges an expressive landscape for casual enthusiasts and professional athletes.
The Clubhouse creatively highlights the zeitgeist of tech and fashion intersecting and houses immersive in-person activations to test out the latest innovations in gear and hardware. The onsite Trackman simulator, provided in partnership with Five Iron Golf, drew an impressive crowd throughout the evening. The artificial turf allowed attendees to practice their short and long swings and features radar and camera tracking to improve performances along the way. The storefront also incorporates a built-in miniature putting green, where guests took to putting contests and closest to the pin challenges.
Brooklyn based-rapper RADAMIZ and professional skateboarders Alex Corporan and Andrew Singh made special appearances during the evening. Dale Arden Chong, Gear and Commerce Editor for Men’s Health, caught an up-close glimpse of the Michelob Ultra x DVRX collection and the store's latest hardware. NYC private trainer Kenny Santucci sported the satin varsity jacket, and sports personality Dale Moss was seen interacting with pieces of the branded gear. As the crowd grew in numbers, Michelob Ultra’s light bar treated guests to its latest Organic Seltzer. The brand facilitated a takeover of the displays with merch and a small-scale golf installation, working closely with HYPEGOLF to equip the space with a state-of-the-art TV. On screen, the Michelob Ultra x DVRX campaign video played on loop and showcased a star-studded cast.
The Clubhouse is a three-month pop-up open until July 24. Stop by the space for experiential learning of golf’s emerging virtual landscape. Visit Devereux and Michelob Ultra's website to shop the latest Michelob Ultra x DVRX collection.
HYPEGOLF Clubhouse Pop-Up
Location: 27 Mercer Street
Monday to Thursday from 11AM to 7PM ET
Friday to Saturday from 11AM to 8PM ET
Sunday from 11AM to 6PM ET