Inside DraftKings’ Fit Check at Ryder Cup
Good vibes and threads dominated the brand’s VIP lounge area — a modern clubhouse where fans lived the culture as much as the competition.
DraftKings was onsite during this year’s Ryder Cup, held at Bethpage Black Course. Behind the scenes, Hypegolf captured the brand’s fit check activation, which spotlighted how attendees are blending the traditional sport of golf with a new era of culture and style.
Known for its presence in sports, entertainment and gaming, DraftKings at the Ryder Cup spotlighted its ability to merge sports with its cultural DNA. Elements of the brand’s mantra (“Belief, Hustle, Passion”) were embedded in the heart of the activation, with the DraftKings House serving as a unique centerpiece to display this ethos. The space included a golf simulator bay, a putting green, pool tables, Hudson TVs and a movie theater-sized projection TV, where guests could kick back, socialize and relax. Guests took to the social hub’s lively atmosphere to show off the outfits that help them ooze confidence on the course. Additionally, the DraftKings VIP Clubhouse, along the iconic 18th hole, introduced a unique dining and seating experience for guests who also took to the brand’s sports booking.
With the golf renaissance in full force, individuality through fashion has encouraged a new wave of players to enter the sport and bring new energy to its traditional background. Players, such as Victor Cruz, live at the intersection of sports and fashion, and represent a contemporary set of enthusiasts who honor the game and its connection to culture. Cruz, former NFL quarterback Vince Young and TV personality, journalist and host Michael Strahan all made anticipated appearances during the event and showed out for DraftKings. They were joined by Griff Pippin, Jake Adams and the creators behind popular golf accounts Fore Play Golf, Bob Does Sports (Robby Berger) and Golf in Your State (Matt Cardis), who brought lighthearted comedy and a handful of dad jokes to the experience, spotlighting their relaxed approach to the country club format.
Getting close to the action, DraftKings also hosted interviews with notable personalities, highlighting how a new generation of players is emerging as golf’s modern frontier. DraftKings was nothing short of generous during the event, treating attendees to exclusive giveaways. The brand’s giveaway tote bag included a Ralph Lauren Ryder Cup Cashmere Hoodie, a Le Alfré sweater, a Ryder Cup Sunday Red Polo, a Ryder Cup hat, an American Flag Smathers and Branson key chain and leather water Koozie, with select pieces available for embroidery and customization by Large Lemonade, a customization studio based in LA.
See how DraftKings showed up at the Ryder Cup in the video and galleries above.
