PGA Tour Retires 20-Year-Old Slogan and Stresses Fans as Much as Players in New Campaign

'Live Under Par' replaces 'These Guys Are Good'


A few years ago, the PGA Tour put out a series of videos via its YouTube channel. Each was a spotlight of a star player—Dustin Johnson, Luke Donald, Bubba Watson, Matt Kuchar—and each featured the sort of footage fans (that anyone, really) would expect from the world of professional golf: the slow-mo footage of a power drive, the miraculous escape from sand traps, the pristine putts sunk in tight focus.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.