Golf is having a cultural moment, and it goes well beyond the scorecard.
What was once seen as overly traditional has become a true meeting place for sport, fashion, and community. Athletes and brands that once dismissed golf are now embracing it, experiencing the game in new formats and on their own terms. For some, it is a way to keep a competitive spirit alive as the physical toll of contact sports sets in. For others, it is about lifestyle, creativity, and belonging. Hanging out, learning the game, and connecting around it, not just playing it.
That shift is what makes the Hurley x Levelwear collab so relevant.
Hurley comes from boardsports culture, where self-expression, creativity, and lifestyle have always mattered as much as performance. Levelwear comes from authentic golf and professional sports, deeply connected to athletes, teams, and premium retail environments. The overlap between these worlds continues to grow as golf welcomes a more diverse, style-aware, and culturally driven audience.
Pictured: Levelwear Ambassador, Corey Conners
This collab is our way of tapping into that evolution. By blending modern golf silhouettes made with sustainable materials and crossover casual design, it reflects how people are engaging with the game today. Not bound by tradition, but respectful of it. Less about fitting in, and more about showing up as yourself.
Golf is changing. It is becoming more inclusive, more expressive, and more culturally connected. The brands that win will be the ones who understand that shift and design for it, rather than chase it.