Levelwear’s boldest brand execution yet highlights how community contributes to the success of a PGA Tour professional.
The Canadian apparel company’s brand platform “We Win As One,” created by Broken Heart Love Affair, follows PGA Tour golfer and Levelwear athlete Adam Hadwin onto the course as he reminisces about the effect his swing coach, caddie, personal trainer and parents have had on his career.
Levelwear CMO Vitalis Gomes tells strategy that the campaign represents the most significant execution for the brand, surpassing the scale, reach and investment of any previous initiatives.
“While this recent launch marks a significant step, it’s just the beginning,” Gomes says. “We’re exploring how to show up more consistently and meaningfully across key moments throughout the year.”
The hero spot will be running on TV in Canada and the U.S. during the PGA Tour season with a variety of accompanying assets across social and digital platforms.
Gomes says Broken Heart Love Affair had a valuable role in helping the brand refine and articulate its core identity.
“This is meant to resonate with individuals who understand that success is never achieved in isolation,” Gomes says.
With numerous iconic athletics brands in the golf-apparel category, competition is stiff for Levelwear, but Gomes says there is a growing segment that values local identity, transparency and ethical sourcing.
“Among Canadian shoppers, in particular, there is a strong sense of national pride and a desire to support homegrown brands, especially when quality and innovation meet or exceed international standards,” Gomes says, highlighting the Canadian throughline in Levelwear’s storytelling, business partnerships and community involvement.
The company is aligned with Golf Canada and events such the RBC Canadian Open, the CPKC Canadian Women’s Open and the Rogers Classic and supports a roster of Canadian tour professionals.
New York City’s Bridge Business Development is the media buyer.
