In a significant shift for golf fashion, six-time major champion Phil Mickelson and his LIV Golf team, HyFlyers GC, have announced a groundbreaking partnership with Primo Golf Apparel. Primo, known for its modern, performance-driven designs, will now serve as the official golf apparel sponsor for Mickelson and his team. This collaboration signals a pivotal moment for Primo as the brand aligns itself with one of the most iconic names in golf, aiming to redefine the apparel landscape for a new generation.

Mickelson’s connection to Primo began after a friendly wager involving Primo ambassador Grant Horvat. Reflecting on his introduction to the brand, Mickelson said, “I was challenged to wear the Primo joggers at the Open Championship after losing a match against Primo ambassador Grant Horvat. It turned out to be a game-changer. As I said, I wasn’t sure I could pull off wearing the cool, fashionable joggers, but I have fallen in love with them and the rest of Primo’s outstanding product line. I’m excited the HyFlyers will be rocking them during our season.”

This partnership allows Mickelson to remain a style icon in golf, blending his legacy of bold fashion choices with Primo’s fresh, contemporary approach to athletic wear.

What golf fans can expect

Unlike Mickelson’s previous apparel partnerships, which often leaned toward business-casual performance wear, his collaboration with Primo promises a more modern and youthful aesthetic. The upcoming Mickelson x Primo collection is expected to feature jogger-style golf pants, stretch-performance polos, and mock-neck designs inspired by Mickelson’s past Masters looks. Sustainability will also play a central role, with Primo incorporating eco-friendly materials into its designs.

Primo’s Founder and CEO, Matty Gay, expressed his enthusiasm for the collaboration, calling it a landmark achievement for the company. “Partnering with HyFlyers GC is a huge milestone for us. Phil, like Primo, is incredibly passionate about the game of golf, has tremendous achievements in the game, and fits perfectly with our brand,” Gay stated.

For fans, this partnership is not just about a fresh new look; it’s about owning a piece of apparel inspired by one of golf’s most legendary players, while supporting a brand that aligns with modern values like sustainability and innovative design.

Can Primo compete with golf’s biggest brands?

Primo’s collaboration with Mickelson thrusts it into the competitive spotlight alongside golf apparel powerhouses like Nike, Adidas, and TravisMathew. While these brands dominate the market with extensive retail reach and marketing budgets, Primo offers a distinct edge with its athletic fit, affordable pricing, and commitment to sustainability.

However, challenges remain. Primo’s lack of a large-scale retail presence compared to industry giants poses a hurdle. That said, its partnership with Mickelson provides the visibility and credibility needed to position the brand as a major player in the golf apparel market.

A broader shift in golf fashion

This partnership reflects a larger movement in golf fashion, where traditional styles are giving way to more modern and expressive designs. Younger players like Viktor Hovland and Collin Morikawa are bringing fresh perspectives to the sport, opting for sleeker and more fashionable attire. Meanwhile, brands like Malbon Golf are reshaping the industry by blending streetwear influences with golf culture, appealing to a younger, style-conscious audience.

Even established stars are joining the shift such as Jason Day wearing joggers at Torrey Pines, signaling that modern trends are no longer limited to younger players but are being embraced across the board. Mickelson’s collaboration with Primo reinforces this evolution, demonstrating that even golf’s legends are adopting styles that prioritize both performance and self-expression.

A win-win for Mickelson and Primo

For Mickelson, this partnership is more than just an apparel deal—it’s a chance to leave a legacy in golf fashion. By aligning with Primo, he is shaping the future of the sport’s style, blending tradition with innovation.

For Primo, the deal elevates the brand to a new level, providing unparalleled visibility in a market traditionally dominated by industry leaders. With the Mickelson-Primo collection set to launch soon, this bold collaboration is poised to redefine golf apparel for years to come.

As the golfing world eagerly awaits the collection’s debut, one thing is clear: Mickelson and Primo are about to change the game.