2025 marked a conceptual turning point for the Srixon brand. This sleeper of a golf company had been gaining traction among serious players worldwide by doing one thing exceptionally well — delivering world-class products, again and again and again. What it needed was a Imperial way to show up differently to an audience starved for anything but the Gillette Mach 3 style commercial work that’s dominated the category for decades.

The opportunity was to build a modern golf brand rooted in obsession, progress, feel, pressure, craftsmanship, and the strange psychology (and transcendental nature!) of the game itself.