Can Bill Murray breathe life back into golf gear?

It’s no secret that golf clothing brands have been suffering in recent years. Without a notable “face” to promote its brand, Nike golf hung up its clubs months ago. Reports that Titleist and other brands are suffering pop up week after week and golf merchandisers have been begging for a savior. So, who ya gonna call?

Why not Bill Murray?

Yes, the former Ghostbuster who has found a new fandom online is reinventing himself once again. This time as the face of his eponymous line of William Murray golf apparel. It’s not an idea that far off the fairway. All the Murray brothers are known for a fanatical love for the game of golf as well as a “unique” fashion sense. Bill? He’s been known to “match” various plaids. Nothing is out of bounds with his golf clothes game.

So, perhaps it was inevitable that the Murray brothers would collectively launch a brand of golf apparel with Bill out front repping the brand. And you better believe the line reflects Murray’s unique style. Like plaid? They have tartan everything. You name it; there’s a plaid one. Then there’s the shirt with the whiskey glasses and, of course, the homage to Caddyshack. Fans of the uber-popular golf comedy will recognize the flowers Bill rips into in the movie splashed across the shirt.

But, regardless of star power and signature designs, could a new golf brand really grab hold of a slimming demographic? The Murrays think not, that’s why they’re working overtime to bring a new demo into the sport – Millennials.

Working directly with hugely popular Millennial-drive website, theChive, the Murrays have built a brand that they believe will appeal to younger golfers just getting into the sport. The models and lingo on the website are noticeably geared toward younger shoppers. With names like “Token Argyle” and “Cinderella Story,” these threads are not your grandad’s golf duds.

And the slogan – “swing confidently, live comfortably” – definitely breaks with tradition as a game of style over comfort. Purists might balk, but newcomers to the sport may be drawn to a more irreverent twist on typical golf looks.

The company is just getting off the ground, so there’s no guarantee that this will prove to be the model that saves the lagging golf gear industry, but it’s a new idea in a segment that’s been needing a spark.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.