Tuesday, members of the LPGA were the first to get a taste of the new brand positioning for the LPGA, Drive On. Every pair of eyes in the room were glued to the 45 second spot, featuring a message that many had been waiting for. The video starred Lizette Salas and Brooke Henderson amongst other players on Tour.
“We’re in a time where women empowerment is so special,” Salas explained. “It’s perfect timing for the LPGA to do this. We have 144 ambassadors who exemplify Drive On.”
“I think it showed the LPGA and what we’re all about really well,” Henderson said. “We’re all different people from different backgrounds, we’re all unique. We’re all just women who love the game and work really hard.”
The Drive On initiative drew inspiration from the founders of the Tour and how hard they worked to get the LPGA off the ground. Founders Marilynn Smith, Shirley Spork and Marlene Bauer Hagge were in attendance to see the message that was inspired by their efforts.
“Drive On, as a new venture, should get the message across,” Smith said. “There’s no reason that it can’t just keep growing and growing with more tournaments and more players.”