Lyle & Scott has announced a new commercial partnership with digital content producer Rick Shiels that will see the 36-year-old PGA Professional wear the brand’s apparel and headwear for all of his media output.
Whilst the formal partnership is new, Sheils said that his relationship with the brand is longstanding.
“I’ve always been a huge fan of Lyle & Scott, from being a young assistant professional I remember it being fashionable, functional and stylish. So, when it came to signing with Lyle & Scott, it was an easy decision,” said Sheila, whose YouTube channel has over 2 million subscribers. “The brand encapsulates everything I believe in. A British brand that looks to push the boundaries, innovate, and produce stylish clothing.”
Shiels added: “I also love that the brand is aspirational, but at accessible price points for my audience. Shiels notes “Both Lyle & Scott and I seek to make golf more accessible, whilst respecting and withholding the traditions of the game.”
Speaking about the partnership with Shiels, Ben Gunn, Brand Director at Lyle & Scott, said: “Our partnership with Rick is a huge step forward for our brand, not just within golf, but also more generally. Our customer is passionate, be that about golf, football, or the clothes they wear. Over the last 10 years, Rick has developed a truly passionate, global audience and we are hugely proud to have him as our representative.”
Chris Somerton, Head of Golf at Lyle & Scott, added: “As a brand, it is a real privilege to have 148 years of history and heritage. During that time, we’ve been a part of the biggest moments in golf’s history, and golf in turn has contributed to some of the biggest moments in Lyle & Scott’s history. Our focus is on using that authority and authenticity to help shape the future of golf, to set direction and to ensure a more diverse and sustainable future for our game.”