Lifestyle publication and platform Hypebeast has launched a Hypegolf store in Tokyo. The space demonstrates how brands can seamlessly intertwine the worlds of sport and fashion, using stylish aesthetics and a like-minded community to attract new, younger audiences to the game.

While many sports have struggled due to the pandemic, golf has boomed. What has allowed it to thrive amid social restrictions? And how might other factors, such as the rise of sports betting and golf-based entertainment venues, play into its growth, especially among younger audiences?

The pandemic has resulted in a golfing boom, especially among people who were previously uninterested in the sport. One major contributor to this growth in popularity is the rise of hybrid entertainment venues like Topgolf, that helps to provide frictionless access for all.

Aiming to move away from the belief that golf is snobby, fashion brand Manors is shifting perceptions of what the sport can be. As the allure of middle-class glam diminishes, people want more inclusivity in high-brow sports, creating opportunities for brands to remix classics for the everyman.