J.Lindeberg Announces First Golf Lifestyle Ambassadors

Having started the year by adding rising professional golfer Matthieu Pavon to its stable of professional athletes, J.Lindeberg is going in a new direction with its sponsorships. Kathryn Newton, actress known for her roles in Gary Unmarried and Big Little Lies, and Mia Baker, a golf content creator and presenter with over 300K followers on Instagram, have joined as the brand's first ever lifestyle ambassadors.

27-year-old Newton has increased her presence in golf over the last few years while balancing her acting career, appearing at numerous pro-am tournament alongside the Swedish brand while occasionally sporting Ralph Lauren. Now Newton will don the bridge logo exclusively as she continues to raise awareness for JL's involvement in golf among a younger and more diverse audience.

“I’ve always loved J.Lindeberg—on and off the golf course. Their designs feel as powerful, meticulous, and dynamic as the game itself, and I couldn’t be more excited to officially join the family. Golf has always been a big part of my life, and now I get to share my passion for the sport and J.Lindeberg’s vision with even more people,” said Newton.

Baker, for her part, brings a unique set of qualities to the brand given her penchant for creating relatable and instructional content that resonates with beginning players. The Brit joins J.Lindeberg having previously represented the Three Stripes of adidas.

“Golf is about style, mentality, community, personality, and opening doors for people to discover what makes the sport so special and unique," commented Baker on the partnership. "J.Lindeberg’s creative and intentional approach to sport and fashion inspires me, and I’m thrilled to represent a brand that shares my passion for innovation and inclusivity.”

While other golf brands such as adidas, TravisMathew and Callaway have delved into the world of lifestyle sponsorships, it begs the question whether golf will continue to trend towards alternative voices in the coming years. Professional golfers may offer more mainstream exposure, but personalities like Newton and Baker provide the opportunity to widen reach into untapped niche followings.

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