HYPEGOLF After Hours: A Look Inside the Michelob Ultra x Devereux Collection Launch Party

Michelob Ultra x Devereux honors NYC bodega culture with sleek, graphic imagery.

Events 
3,802 Hypes

In celebration of the Michelob Ultra x Devereux Collection, HYPEGOLF held an exclusive launch party at the newly opened Clubhouse with special appearances from rapper RADAMIZ and professional skateboarder Alex Corporan. With the collection on display, the lively event showcased a DJ set by Corey Townes and onsite activations where guests could interact with digital applications of the sport.

The Michelob Ultra x DVRX collection captures golf’s cultural shift toward street style and pays homage to NYC’s most influential cultural hub, the bodega, including an assortment of T-shirts, long sleeves, polos, crewnecks, caps and a standalone varsity jacket. Graphic lettering and pop-inspired motifs distinguish the collection’s various colorways. Golf Bodega remixes nostalgic bodega culture for the streetwear setting with custom fits that can take you from a round of drinks to a round on the course. Rising personalities like Roger Steele and Paris Hilinski have ushered in a fashion-forward approach to golf attire. This industry-shifting momentum forges an expressive landscape for casual enthusiasts and professional athletes.

The Clubhouse creatively highlights the zeitgeist of tech and fashion intersecting and houses immersive in-person activations to test out the latest innovations in gear and hardware. The onsite Trackman simulator, provided in partnership with Five Iron Golf, drew an impressive crowd throughout the evening. The artificial turf allowed attendees to practice their short and long swings and features radar and camera tracking to improve performances along the way. The storefront also incorporates a built-in miniature putting green, where guests took to putting contests and closest to the pin challenges.

Brooklyn based-rapper RADAMIZ and professional skateboarders Alex Corporan and Andrew Singh made special appearances during the evening. Dale Arden Chong, Gear and Commerce Editor for Men’s Health, caught an up-close glimpse of the Michelob Ultra x DVRX collection and the store’s latest hardware. NYC private trainer Kenny Santucci sported the satin varsity jacket, and sports personality Dale Moss was seen interacting with pieces of the branded gear. As the crowd grew in numbers, Michelob Ultra’s light bar treated guests to its latest Organic Seltzer. The brand facilitated a takeover of the displays with merch and a small-scale golf installation, working closely with HYPEGOLF to equip the space with a state-of-the-art TV. On screen, the Michelob Ultra x DVRX campaign video played on loop and showcased a star-studded cast.

The Clubhouse is a three-month pop-up open until July 24. Stop by the space for experiential learning of golf’s emerging virtual landscape. Visit Devereux and Michelob Ultra’s website to shop the latest Michelob Ultra x DVRX collection.

HYPEGOLF Clubhouse Pop-Up

Location: 27 Mercer Street
Store Hours:
Monday to Thursday from 11AM to 7PM ET
Friday to Saturday from 11AM to 8PM ET
Sunday from 11AM to 6PM ET

Read Full Article

What to Read Next

HYPEGOLF After Hours: Tag Heuer and Tommy Fleetwood Celebrate the Connected Collection at the Clubhouse
Events 

HYPEGOLF After Hours: Tag Heuer and Tommy Fleetwood Celebrate the Connected Collection at the Clubhouse

Presented by TAG Heuer
A night filled with panel discussions and close looks at Tag Heuer’s NFT-friendly timepieces.

HYPEGOLF After Hours: Oakley Celebrates New Re:SubZero Collection at the Clubhouse
Events 

HYPEGOLF After Hours: Oakley Celebrates New Re:SubZero Collection at the Clubhouse

Presented by Oakley
A night of golfing, drinks, food and a close look at Oakley’s Re:SubZero eyewear.

HYPEGOLF After Hours: The Clubhouse Hosts Exclusive Launch Party for J. Lindeberg's High Summer Collection
Events 

HYPEGOLF After Hours: The Clubhouse Hosts Exclusive Launch Party for J. Lindeberg's High Summer Collection

Presented by J. Lindeberg
The High Summer collection is on display until July 24.


Take a First Look Inside the HYPEGOLF NYC Clubhouse
Fashion Events 

Take a First Look Inside the HYPEGOLF NYC Clubhouse

The pop-up shop brings contemporary golf culture and brands to an immersive space in SoHo.

Muuto Opens its First Retail Space on Home Soil
Design

Muuto Opens its First Retail Space on Home Soil

Located in the heart of Copenhagen.

MCM Unveils Its Latest "Golf in the City" Collection
Fashion

MCM Unveils Its Latest "Golf in the City" Collection

Suitable for activities both on and off the course.

Maharishi Spotlights Technical Fabrics in Tech Special Forces SS22 Capsule
Fashion

Maharishi Spotlights Technical Fabrics in Tech Special Forces SS22 Capsule

Showcasing its forward-thinking designs.

Lil Nas X Always Keeps It Real
Food & Beverage 

Lil Nas X Always Keeps It Real

In his new vitaminwater partnership, the GRAMMY winner ensures that his ethos of staying true to one’s self remains intact.

HOKA Introduces the Mach 5 for Maximized Performance
Footwear

HOKA Introduces the Mach 5 for Maximized Performance

Made to push wearers to their full potential while preserving energy and comfort level.


Meet Sam Wise, the Kennington-Born Rap Star Living His Dream
Music 

Meet Sam Wise, the Kennington-Born Rap Star Living His Dream

The London-based musician talks all things music, his collaboration with Billionaire Boys Club and more at Old Trafford for Chivas’ Regal FC Game Day.

adidas Originals Debuts Four New Watches Designed by Timex Group
Watches

adidas Originals Debuts Four New Watches Designed by Timex Group

Including colorful analogue and digital options.

Nike Introduces Its BRSB in a New Orange and Green Colorway
Footwear

Nike Introduces Its BRSB in a New Orange and Green Colorway

Making the Cortez fundamentals skate-ready.

&Tradition Asks Designers and Artists to Rethink the Archetypal Table
Design

&Tradition Asks Designers and Artists to Rethink the Archetypal Table

The results are now on show inside a Copenhagen restaurant.

Lacoste Launches NFTs That Give Owners the Opportunity to Co-Design
NFT

Lacoste Launches NFTs That Give Owners the Opportunity to Co-Design

The plan wades into Web3 with “Undw3.”

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.