The first drop of the year always carries a certain energy. But this one feels different. What started as a simple sketch and an idea to redefine the golf sneaker has now taken shape, and become something real.
This was our biggest footwear release to date. A bold new design, more colorways, and a fit that feels as good as it looks. Every detail was shaped by our ambition to push things forward, while staying true to the essence of the brand.
Over the past twelve months, we poured everything into this collection. We teamed up with the talented designer Carlos Ribeiro to bring the first concepts to life. What started as loose ideas quickly turned into technical drawings, followed by material testing, fit adjustments, and design iterations. We developed a brand-new last, customized TPU eyelets, and created custom cutting knives to get the shape just right. Even the laces, tissue paper, and packaging were designed with intention.
It took ten full rounds of sampling to land on the final product, the most we’ve ever done for a single design. But it was worth every revision. What we ended up with is something that feels like a true step forward. It’s clean, confident, and crafted to be worn on the golf course and beyond it.
To launch it properly, we took the collection to Miami. Two days, four people, one goal: bring the Contour Collection to life. Day one kicked off at a Mediterranean-style villa, where bright interiors and open spaces set the tone for a blend of performance and lifestyle. With Tanner modeling and Max and Erik behind the cameras, we moved through looks, scenes, and angles, capturing the full range of how the sneakers fit into everyday golf life. Later that afternoon, we drove to the iconic Doral Golf Club. We shot until the sun dipped below the palm trees, mixing real play with styled moments.
On day two, we shifted focus towards the versatility of the shoe and how the collection fits into everyday moments. We asked ourselves: How does a golfer move seamlessly from home or the office to the course, and how do we capture that? We started with relaxed indoor lifestyle shots, recorded interview-style moments, and finished with close-ups that highlighted the craftsmanship and detail of the shoes. We wrapped things up at Normandy Golf Club with a slower pace and more creative freedom, even sneaking in a few closest-to-the-pin challenges. When your camera crew also plays golf, content comes naturally.
Looking back, this launch wasn’t just about new sneakers. It was also about raising our own bar. From the first design sketch to the final shot in Miami, it’s been a journey rooted in detail, creativity, and a love for the game. We can’t wait for you guys to lace them up yourself.
Play well!
- Gustav Schauman