Glenmuir, the official supplier of shirts and knitwear to the European Ryder Cup team, has signalled the launch of its exciting new sport-technical look for 2009 with a TV campaign which began on 7th August and will run through the summer on Sky Sports and Setanta in the build-up to the Ryder Cup.
The ad uses ultra high-speed camera technology to capture the golf swing in dynamic detail and this, combined with footage of the historic and emotionally-charged 2006 Ryder Cup in Ireland, highlights the drama and excitement of the competition and Glenmuir’s proud 21-year association with the European team.
Glenmuir marketing director, Andy Bough, said, “The advertisement communicates a more dynamic performance sport image for the Glenmuir brand, in line with recent product and branding changes that are continuing to drive the Glenmuir marque forwards.”
This is the fourth consecutive year of television advertising which, in combination with increased PR activity and the new sport-fashion wardrobe for the 2008 European Ryder Cup Team, promises to deliver the best ever consumer media coverage for the Glenmuir brand.
European Team captain, Nick Faldo, wanted a specific sport-fashion look for this year’s players and Glenmuir worked for more than a year to develop a wardrobe that will not only look great but has been carefully selected to perform in the heat and humidity of Kentucky, home of this year’s Ryder Cup.
Added Andy: “Although the exact shirts and sweaters that will be worn by the European Team are being kept under wraps, the ad gives golfers a feel for the type of look Nick wanted to create.”
Glenmuir Ltd www.glenmuir.co.uk