Heritage golfwear brand Lyle & Scott are today launching their 2025 campaign video. Under the campaign tagline “Where Tradition Meets Performance,” the film marks a strategic reaffirmation of the brand’s deep roots in golf culture while highlighting their contemporary evolution.
Shot entirely on location in St Andrews, the campaign film captures the brand’s dual focus: preserving its historic identity while engaging with the next generation of golfers. With a narrative following a young player stepping into golf’s rich traditions, the campaign aims to resonate with modern audiences who value both legacy and innovation.
“St Andrews has always been a place where the spirit of golf lives and breathes — a stage for icons of the game, many of whom wore Lyle and Scott,” says Ian Henderson, Golf Lead at Lyle & Scott.
“With this film, we wanted to honour that legacy through the eyes of a young golfer stepping into that tradition, chasing excellence in his own way. ‘Where tradition meets performance’ speaks to both his journey and ours — rooted in heritage, driven by progress.”
