Robinson also created the logo, which references the “eagle” in golf—a score of two strokes under par—symbolizing aspiration and progress. “The philosophy behind the brand really is opening up pathways for people who don’t necessarily fit the ideal golfer, but want to get involved with the game anyway,” he said.
As far as the clothing, Urban Eagle’s polos have the standard moisture-wicking and anti-odor technology, but they’re made with a heavier material and cut to be more loose fitting than traditional golf shirts. “I get cold really easily, so that helps, but they’re still breathable with little perforations on the side,” he explained. “They’re designed to be performancewear from the beginning of the season to the end [typically March to November].”
But Louisville residents won’t just find Urban Eagle at apparel stores. Community engagement is already central to the brand: working with groups like the Louisville Urban League Young Professionals and popping up at fashion and wellness events as well as “places where you wouldn’t necessarily expect to see golf” like National Night Out, which fosters better relationships between residents and police officers.
This year, Urban Eagle will take that community mindset to the next level with a nonprofit arm,
the Swing Forward Initiative, which aims to lower the barriers to golf through equipment access, training, and raising awareness of golf scholarships.
“It’s providing another option for success, and also incorporating different values that you learn on
the golf course like patience, problem solving, and consistency,” Robinson said.
“We still have the old fashioned perspective of golf—elite, gatekept, membership-based—but that is changing day by day, and it’s exciting to be a part of that movement.”
Off the Clock chronicles the hobbies, sports, and side hustles of people in the advertising and marketing industries. Nominate someone at eva.kis@adweek.com.
