HyFlyers GC, the golf club owned by Phil Mickelson, has announced a new apparel partnership with Primo, a brand co-owned by popular influencer Grant Horvat. Horvat, who also has a stake in Takomo Golf, officially purchased part of Primo in March 2024 after the brand first contacted him about a potential collaboration three years prior. Following a YouTube challenge video with Mickelson, where Horvat emerged victorious, Primo has become the official golf apparel sponsor for Mickelson’s LIV Golf League team.
Mickelson, a six-time Major winner, expressed his excitement about the partnership in a press release, stating that he initially wasn’t sure about wearing Primo’s joggers but has since fallen in love with them and the brand’s product line. Primo’s co-founders, Matthew Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson, who are cousins from California, see the partnership as a significant milestone for their brand. CEO Gay emphasized the passion for golf shared by Mickelson and Primo, highlighting the brand’s innovation and high-quality products loved by golfers.
Peter Davis, general manager of HyFlyers GC, also shared his excitement about the partnership, noting that Primo’s constant innovation and high-quality products align well with the golf club’s values. The debut of the Primo apparel will take place at the opening LIV Golf event of the 2025 season in Riyadh between February 6-8. The partnership between HyFlyers GC and Primo marks a new chapter for both brands, with Mickelson’s team set to wear Primo gear during LIV Golf events and Major championships.
The collaboration between Mickelson’s HyFlyers GC and Primo underscores the growing influence of influencers and content creators in the golf industry. Grant Horvat’s involvement in both Primo and Takomo Golf has helped elevate the brand’s visibility and reach a new audience of golf enthusiasts. The success of the YouTube challenge video featuring Horvat and Mickelson further solidified the partnership between Primo and Mickelson’s LIV Golf League team, showcasing the power of social media in modern marketing strategies.
As Mickelson continues to make waves in the golfing world, his partnership with Primo highlights the importance of aligning with brands that share his passion for the sport and commitment to excellence. The collaboration between HyFlyers GC and Primo represents a strategic move to enhance the brand’s visibility and appeal to a diverse audience of golfers. With Primo’s innovative and high-quality apparel, Mickelson’s team is poised to make a statement at upcoming LIV Golf events and Major championships, showcasing the fusion of performance and style in the golfing world.
