A New Chapter at St Andrews: Lyle & Scott's Stylish Step Forward
With its 2025 campaign, the heritage brand honours golf’s golden past while dressing the future in confidence and flair
Seoul, Korea - Lyle & Scott have launched their 2025 golf campaign under the evocative tagline “Where Tradition Meets Performance,” marking a bold yet respectful evolution in the brand’s legacy at the Home of Golf.
Filmed entirely on location in St Andrews, the campaign stars a young golfer navigating the hallowed links, symbolising both respect for the game’s roots and a drive to shape its future. The result is a compelling blend of story and style, crafted for a new generation who carry clubs and ambition in equal measure.
“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,” said Ian Henderson, Golf Lead at the company. “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.”
The cinematic narrative doubles as a statement of intent — that Lyle & Scott, rich in heritage, is not just keeping pace with the game but driving it forward. Their 2025 campaign will anchor wider brand activities across digital, retail and wholesale platforms, ensuring the message is not only heard but worn.
This is more than a campaign. It’s a conversation between generations — stitched together in merino, delivered with quiet confidence, and made for the fairways of tomorrow.