Peter Millar Has Expanded Beyond Golfwear
The apparel brand has signed Christian McCaffrey as an ambassador to transition into a luxury lifestyle label.
Updated on Sept. 24, 2026 in Golf
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Peter Millar has launched a new marketing strategy aimed at evolving the brand from a golf-focused label into a broader luxury lifestyle company. As part of this shift, the firm signed NFL star Christian McCaffrey as a brand ambassador.
Why it matters
The company is seeking to broaden its appeal beyond traditional golf apparel by aligning with high-profile athletes and entering new market segments. This transition aims to elevate the brand's positioning as it marks a quarter-century in the industry.
Peter Millar has operated for 25 years since its founding. The company maintains a portfolio featuring four distinct collections: Crown, Crown Crafted, Crown Sport, and Pursuit.
The players
Christian McCaffrey
He is an NFL player who has been signed as a lifestyle brand ambassador for Peter Millar.
Paul Nugent
He serves as the chief marketing officer for Peter Millar and previously held roles at Under Armour, Umbro, and Hey Dude.
The details
The brand is aligning its design, product, and marketing departments to ensure a consistent image across its diverse product lines. Recent outreach efforts include partnerships like the one with The Blade for the U.S. Open at Shinnecock Hills and the creation of branded suites at Omni Hotels in Carlsbad and Frisco.
Timeline
Paul Nugent joined the company as chief marketing officer in May 2025.
The brand celebrates its 25th anniversary in 2026.
Peter Millar plans to enter new market spaces in the coming months.
Season Trajectory
This strategic pivot aligns with the 2025 luxury lifestyle brand rebrand strategy currently shaping the apparel industry. The move positions Peter Millar to compete more directly with high-end fashion houses as it broadens its influence beyond the fairways.
Consumers can expect a wider variety of lifestyle apparel options as the brand moves into new retail spaces. The partnership with Christian McCaffrey indicates a shift in marketing focus that will likely increase the brand's visibility beyond traditional golf environments.
The takeaway
The move signals a significant evolution for a label once defined primarily by its presence on the golf course. Readers should look for more diverse apparel options as the brand integrates its four core collections into a broader lifestyle offering.
Further reading
For more background on the industry, visit the Golf section.
Source note: This article includes information reported by WWD.
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