Vuori Tees Off Properly with Tom Holland

There is no shortage of brands trying to “disrupt” golf right now. Most of them still end up designing for the clubhouse rather than the way men actually dress. Vuori appears to understand the difference.

The Californian performance label has officially committed to golf with the second chapter of its campaign fronted by Tom Holland, and the result feels less like a celebrity endorsement and more like a believable extension of how modern sport fits into everyday life. That matters because golf menswear has become crowded with brands leaning too heavily on nostalgia, country club aesthetics, or loud technicality.

Vuori’s approach is noticeably cleaner. The collection focuses on performance-led staples engineered specifically for the course without looking trapped there. Magnetic rear pockets sized for scorecards, lightweight technical fabrics, and relaxed silhouettes all point towards functionality, but the styling avoids the hyper-athletic look that still dominates much of golf apparel.

Holland is also a smart fit. Not because he plays the role of golfer particularly convincingly, but because his presence reflects the wider shift happening around the sport itself. Golf is younger, less rigid, and increasingly connected to lifestyle culture rather than old-world exclusivity. Vuori clearly understands that the modern male golfer is just as likely to wear these pieces travelling through the city as he is walking eighteen holes.

Most importantly, the campaign avoids trying too hard. The imagery centres on movement, downtime, reaction, and ease rather than manufactured luxury. In a category where brands often mistake tradition for relevance, Vuori’s arrival in golf feels current without becoming gimmicky.