A Cultural Hub for Golf’s New Era
This golf season, Johnnie Walker is celebrating the comeback of Hypegolf Clubhouse in SoHo, New York, with a curated pouring series and experiential activations. First launched in 2022, the Clubhouse concept highlights the intersection of golf, fashion, and culture—spotlighting the sport’s evolution from high-tech innovations like Trackman to the rise of new fashion voices and a diverse, next-generation fan base.
The Clubhouse returned on August 29, just ahead of the Ryder Cup, reprising its mission to connect fans with key cultural and sporting milestones.
Johnnie Walker’s Signature Experience
As part of the relaunch, Johnnie Walker unveiled a custom-designed bar within the Clubhouse, offering exclusive tastings and after-hours events throughout the season. The bar debuted on August 28 during a private kickoff party, where guests enjoyed rounds of virtual golf, mini challenges, and Johnnie Walker-inspired cocktails, including the Keep Walking 18 and Johnnie Lemonade.
Media personality Victoria Brito and photographer Tyler Joe were among those in attendance, joining familiar faces from the Hypegolf community.
Fashion Meets the Fairway
Adding to the experience, Johnnie Walker introduced The Spirit of the Cup capsule collection in collaboration with Devereux Golf. The drop follows earlier collabs under the Johnnie Walker Clubhouse banner, including the Keep Walking Collection and the Blue Label-Inspired Sunday Golf Bag—an homage to the brand’s historic 1926 Hole-in-One Challenge.
This latest collection merges on- and off-course versatility with pieces such as graphic polos, co-branded cardigans, vintage-style hockey jerseys, and lifestyle-ready T-shirts. On-course accessories complete the lineup, displayed in bespoke in-store installations.
Celebrating Golf’s Cultural Shift
By pairing whisky heritage with golf’s modern lifestyle, Johnnie Walker and Hypegolf continue to reshape how fans engage with the game. The Clubhouse isn’t just a retail concept—it’s a cultural stage where sport, fashion, and community converge.
