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Case study
Malbon Buckets Cup
Company Overview
Malbon is a Los Angeles–based golf lifestyle brand founded in 2017 that has become one of the most influential voices reshaping golf culture for a new generation. What began as a small Fairfax Avenue storefront doubling as a creative clubhouse for artists, skaters, and golfers has grown into a globally recognized lifestyle label, with a footprint that now spans eight U.S. retail locations, an international store, and several more in development.
The brand is built around a mission of bold self-expression, inclusivity, and inviting today's youth into the game of golf through a fresh, design-forward lens. Malbon's product offering blends premium golf apparel and accessories with streetwear sensibilities, anchored by collaborations with major partners and ambassadors including Jason Day and Charley Hull, who have helped position the brand as the go-to label for the younger, more diverse, and more modern golfer.
The Malbon Buckets Cup Tour is a new premiere competitive golf series blending elite-level competition with modern golf culture, creating a new proving ground for professional players, top amateurs, and culturally relevent competitors. More than a pro-am, the Buckets Cup is designed as a tour - competitive, inclusive, and built for a new generation of golfers. Each event awards cash prizes, Malbon merchandise, and season points are awarded at each event, counting towards Malbon Buckets Cup championship qualification.
Brekky POV
While community and inclusivity will always be foundational to growing the game, we're seeing a clear shift in golf toward competition as a core engagement driver. The brands and platforms winning today are the ones building proprietary IP that speaks directly to the cohort of their community craving real competition and core golf—not as a replacement for inclusivity, but as a complementary layer that deepens loyalty and gives serious players a reason to show up. The Malbon Buckets Cup is a clear example of this shift in action, and we expect more brands to follow suit as the category continues to evolve.
Relationship Overview
Brekky partnered with Malbon to support the development of the IP from the ground up, providing guidance across sales assets and inventory, content, P&L modeling, competition format, and course selection. The team also sourced and delivered ongoing creative consultancy with the production agency leading up to and on-site at all 10 tour stops.
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