For the 2023 U.S. Open in Los Angeles, lululemon capitalized on the opportunity to promote their new men’s golf apparel line with a pop-up experience at Penmar Golf Course.
Targeting exposure to Gen Z and Millennial males, we hosted a 2-day public event with golf-based activations and product seeding for all in attendance. Before the public-facing event, lululemon hosted a VIP lounge for local influencers and media, and sponsored the music acts for Penmar’s existing Summer Sessions.
We managed all sponsor integration including activations with Dryvebox (golf swing simulator/analysis + private 1:1 putting coaching), Myodetox (physiotherapists), and Hyperice (recovery technology),
To round out the experience, salt built a custom branded photo moment installation, a custom branded airstream trailer as part of our “product showroom” and a branded LED wall that broadcasted the US Open tournament throughout the weekend.