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MASTERS FOCUS: Tiger Woods may not be there, but Izod definitely will.
The PVH Corp. division will showcase its renewed commitment to the sport of golf at the Masters tournament in Augusta, Ga., this week. The brand is partnering with Golf Digest to wrap three exterior walls and fencing and one interior wall at The Pinnacle Experience Hospitality Bistro located 70 yards from Augusta National Golf Club’s main entrance.
The branding will include imagery of Izod-sponsored Webb Simpson, who will also cohost a party for VIPs at the bistro on Wednesday following the Par 3 tournament. The main event kicks off on Thursday. Simpson will be dressed in the Izod Golf collection during his time in Augusta, and the brand will also outfit the Pinnacle Experience staff, as well as those at other hospitality spaces around town.
Last year, the company reintroduced its Izod Golf collection and signed Simpson and two other professional players — Scott Piercy and Spencer Levin — to represent the brand on the PGA Tour.
Considered the first of professional golf’s four major tournaments, the Masters is an invitation-only event that features the top 50 ranked players, former champions and certain selected amateurs. Woods, the number-one-ranked player, will miss the tournament for the first time in his career due to back surgery.