I remember standing on the stage at the JW Marriott in Phoenix. We had run a preview for players on Tuesday night, March 19, 2019 before the full launch for media and special guests the following morning. We’d chosen The Founders Cup to introduce the LPGA’s brand refresh, Drive On, the perfect week to connect the past with the present and the future. As the lights dimmed and the screen went dark, I remember feeling a rush of excitement, uncertainty, optimism and a little terror.
Drive On, and the video that introduced it, This Is For Every Girl, was a different kind of message for the LPGA. It’s less about golf and more about the golfer - who she is, where she’s from and her “why” in life. In short, Drive On is about the stories behind the players.
Storytelling is at the heart of our common humanity. It’s how we communicate and connect. Drive On is about creating that bond; about bringing more fans and sponsors to the LPGA, and, ultimately, changing the face of golf.
That feeling of excitement and optimism when I took the stage in Phoenix came from believing that our players’ stories would have an impact. The uncertainty and terror came from not knowing whether or not our players would embrace the idea and make it their own.