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Manors

A new frontier for golf.
That progresses with the people who play.

Storybook Positioning
Brand Story
Values

"We don’t believe golf is just a sport to be mastered; it’s a game to be explored.”
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  • No other sport takes place in settings as dramatic as golf's great arenas.

We hesitated to choose Sonder and Tell as our agency, only because the team didn’t play golf. But as we began the storybook process that S&T have become known for, we knew we’d made the right choice. They got into our customers’ heads, and by the end of our time together, knew the golf market better than we did. The world they built for our brand and customer was clear and original – like any good story.  By the end of it, our team was perfectly aligned over who we were, and how the brand should act and behave to succeed. We were taken along every step of the journey. We felt in control but were pushed to take our brand somewhere it had never been.

– Jojo Regan, Co-founder

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How do we change course?

Golf has a serious image problem. One that Manors always set out to disrupt.

And they did. With collections like The Beautiful Game with Ian Wright and Adidas that blurred the lines between football and golf; divided opinion; and started conversations. “What is sacred in the game and what is not?”

But to truly change the game, Manors needed to be on the course. And change course from a golf-inspired fashion brand to performance gear you could actually play in. The challenge? Standing for something other than performance. And showing that this is not disruption for the sake of disruption. But for the love of the game.

 

The Insight

There are golfers who play for scores, and golfers who play for scorecards. 

Like a stamp on a passport, the scorecard marks the trip. From the humble pay-and-play to St Andrews links, there’s no telling where a great stamp will come from. Because it’s never just the round. There’s packing bags and choosing looks; pregame predictions and post match pints. Hoping your friend flushes their first, then pinning the memory when they shank it past the carpark. This is the frontier golfer, who believes that the sport isn’t just there to be mastered, but to be explored. 

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A new frontier for the game and the culture.

We positioned Manors as the explorer brand in golf with a story that spoke of a new frontier. Taking cues from sports like surfing and cycling that are intertwined with travel and adventure, the brand would be about journeys to parts unknown, the early mornings, the playing through the rain. They would be an explorative brand in all senses, playing beyond the fairway and pulling in from a diverse range of influences beyond golf that would spark debate, inspire new styles and generate buzz from outside the game. A collection inspired by a group of surfers, or musicians, for example, that love the game. 

With genuine respect for golf, Manors can steer its culture forwards and ensure its continued relevance. They will value the rules that better the game, and question the ones that don’t. They are exploring a new frontier for the game and the culture. One that respects the sport’s past, but progresses with the people that play.

The Result

Manors and Stink Studios used this new story to reimagine their brand with a sense of adventure in mind.

Stink built a new core logo as well as 18 bespoke patterns based on a hole map from different courses around the UK. The “Frontier Collection” is their first launch of performance-wear, characterised by relaxed silhouettes of the finest and most innovative technical materials.

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