Whilst the partnership is new, Rick’s relationship with the brand is longstanding. Shiels comments, “I’ve always been a huge fan of Lyle & Scott, from bei
ng a young assistant professional I remember it being fashionable, functional and stylish.”
Alignment on values between Lyle & Scott and Rick Shiels made the formation of the partnership natural. Chris Somerton, Head of Golf at Lyle & Scott explains, “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.” He adds, “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.” Shiels notes, “Both Lyle & Scott and I seek to make golf more accessible, whilst respecting and withholding the traditions of the game.”
On what attracted Rick to the brand, Shiels comments, “When it came to signing with Lyle & Scott, it was an easy decision. The brand encapsulates everything I believe in. A British brand that looks to push the boundaries, innovate, and produce stylish clothing.” He adds, “I love that the brand is aspirational, but at accessible price points for my audience.”
Ben Gunn, Brand Director at Lyle & Scott explains, “Our partnership with Rick is a huge step forward for our brand, 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.”
For more information, contact Chris.Somerton@lyleandscott.com.
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