Johnnie Walker is taking golf to the streets of New York City ahead of the sport’s biggest rivalry tournament, launching a limited-edition apparel collection and citywide activations designed to bring the game to a wider audience.
Johnnie Walker and Devereux Golf Release Limited-Edition Streetwear
The whisky brand has partnered with Devereux Golf to create “The Spirit of the Cup” collection, featuring jerseys, polos, cardigans, caps, and graphic tees inspired by tournament rivalry and New York street style. This marks the third collaboration between the two brands following two releases under the Johnnie Walker Clubhouse banner in 2024.
The collection launched September 4 and is available at Devereux Golf’s website.
To complement the apparel line, Johnnie Walker is offering limited-time cocktail kits through Cocktail Courier. The USA and Europe-themed editions feature the Keep Walking 18 cocktail and exclusive hero cups designed for fan celebrations. The kits are available for purchase online to customers aged 21 and older.
Devereux Golf Partnership Extends to NYC Street Activations
From September 24-28, Johnnie Walker will deploy a branded truck across New York City locations. The mobile activation will host watch parties, street golf games, and merchandise giveaways while serving golf-inspired cocktails. The brand is also partnering with Hypegolf Clubhouse at 147 Grand Street through September 27, where visitors can purchase the collection and sample signature drinks, including the Keep Walking 18, Johnnie Lemonade, and Blue in One.
“At Johnnie Walker, we champion moments that bring people together, and ‘The Spirit of the Cup’ perfectly captures the energy, passion, and camaraderie that golf inspires,” said Jesse Damashek, Senior Vice President of Whiskey Portfolio at Diageo North America. “Golf has always been part of our history, but this past year we’ve taken bold steps to reenergize that legacy—bringing immersive fan experiences to the Charles Schwab Challenge and Waste Management Phoenix Open, reviving our historic hole-in-one tradition, and now channeling the energy of golf’s biggest rivalry to a broader, more connected audience.”
The initiative extends beyond merchandise and events. Johnnie Walker has announced a partnership with FairWays to Leadership, a nonprofit focused on expanding access to leadership opportunities through golf literacy and career development. The whisky brand will support scholarship initiatives for participants aged 21 and older.
“We are honored to partner with Johnnie Walker, a brand that shares our mission of driving leadership, inclusion, and lasting progress in the game,” said Dylan Gladney, Executive Director of FairWays to Leadership. “Together, by pairing leadership development with golf education, we will open doors for the next generation of diverse leaders—preparing our alumni to thrive in both professional and cultural spaces where influence, networking, and representation matter.”
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