In a world full of brand collaborations fighting for attention, TravisMathew and Guinness took a different route – one built on subtle storytelling, shared craftsmanship, and cultural alignment. Their limited-edition golf shoe drop wasn’t just about co-branding; it was about creating a product with emotional weight and heritage baked into every detail. From a pint-inspired outsole to a story-led launch timed to The Open, this was a partnership built to cut through. We spoke to Ben Howlett, Head of Marketing EMEA at TravisMathew, about how the collab came to life – and what it says about golf, lifestyle, and brand building in 2025.
This could’ve been just another co-branded product drop – what made Guinness the right fit for a meaningful TravisMathew collaboration?
At TravisMathew, we are very deliberate about the partnerships we pursue, and from day one, Guinness felt like a perfect fit. Both our brands share values like craftsmanship, product excellence and storytelling. This collaboration was rooted in mutual respect and creativity from day one. Every detail was carefully considered, from the storytelling behind the 1,759 limited pairs to the design elements inspired by their iconic stout, ensuring the product carried a meaningful story. Ultimately, this partnership provided us with a platform to celebrate golf and lifestyle culture in a fresh way. The positive response we have received so far has confirmed that it was the right decision.
You’ve only made 1,759 pairs – clearly a nod to Guinness’ founding. But beyond the number, what’s the deeper story you wanted to tell through this product?
The number 1,759 is a nod to the year Guinness was founded. It reflects our shared respect for history, storytelling, and the idea that great things take time. We wanted to create a product that felt crafted and that stood for something more than performance. Every element of the design was chosen to honour that story and create a deeper emotional connection with the customer.
TravisMathew’s known for laidback, West Coast golf style. Guinness is heritage, Irish, deep and dark. How did you make these two brand worlds collide in a way that felt authentic rather than forced?
We focused on shared values rather than surface-level similarities, things like storytelling, craftsmanship, and character. The result is a product that blends Guinness’s rich heritage with our relaxed, modern design approach in a way that feels considered and credible. It’s West Coast meets Dublin, with purpose behind every detail.
The short film shot at Askernish in the Outer Hebrides feels like a big creative choice. Why there? And what story were you trying to tell with it?
We chose Askernish Golf Club because of its connection to Guinness and the unique setting it offered. It’s a place of natural beauty and offered a unique setting for a 1,759 yard hole. It gave us a visually striking and meaningful backdrop to celebrate heritage through the lens of golf.
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The shoe’s outsole mimics a freshly poured pint. Who came up with that – and how did you balance being playful with still delivering on performance expectations?
This kind of creative spark happens when two iconic brands come together with a shared vision. We wanted to capture the spirit of Guinness in a way that felt fun and distinctive, while still respecting the performance standards our customers expect. The outsole design is a great example of storytelling through detail and of course, every element was rigorously tested to ensure it delivered both style and substance. We’re really proud of how it turned out.
The drop is timed alongside The Open – was this always part of the plan? What does this timing unlock from a brand visibility and cultural moment point of view?
This time of year is synonymous with golf, making it the ideal moment to launch our collaboration with Guinness. While we never rely solely on timing, aligning with The Open allows us to tap into peak attention around the sport. It gives the drop added cultural relevance and positions it within a moment when golf and lifestyle are firmly in the spotlight. For a story-led product like this, the timing helps amplify everything we’ve built around it.
Storytelling is mentioned repeatedly in the release – how do you actually define storytelling as a brand in a product marketing context like this?
For us, storytelling is about creating a product that means something beyond how it looks or performs. It’s the thought behind every detail, and the ability to spark conversation. In this case, the number of pairs, the outsole design, and the location we shot in. All of this ties back to a deeper narrative. That’s what makes a product resonate and create an emotional connection.
Limited-edition collabs are everywhere – how do you make sure yours cuts through in a saturated market?
Cutting through starts with authenticity. We didn’t chase a trend, we built something with real meaning, tied to heritage and backed by a product that stands on its own. Every detail had a purpose, from the limited run to the design language and the story it tells. That’s what separates a moment from a gimmick.
Guinness have their own serious legacy – did their team have strong creative input or was it more of a licensing brief? How collaborative was this really?
This was a truly collaborative effort built on mutual respect and shared values. TravisMathew led the design process, working closely with the Guinness team to ensure the product felt authentic to both brands. Their insights and heritage helped inform the direction, and the final result is something we’re all proud of.
When you first held the finished product in your hands – what detail or element made you think, “Yeah, this is special”?
The moment I held it, it was the insole that really stood out. The vintage Guinness coaster design was such a subtle touch, but it instantly grounded the shoe in storytelling and craft. That was the moment I knew we’d created something with real depth. It wasn’t just a great looking shoe, it had soul.
What’s your take on golf as a lifestyle vs sport in 2025? Is that where these kinds of crossover products live?
Golf in 2025 is as much a lifestyle as it is a sport. The lines have blurred, and that’s precisely where products like this thrive, at the intersection of performance and cultural relevance. People want to wear something that looks good on the course but also says something about who they are off it. That shift is what makes these kinds of collaborations so powerful.
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