Baby Brand Coterie Targets Fathers in Golf Digest
Diaper company Coterie partners with pro golfer Max Homa to reach male consumers through a new advertising campaign.
Updated on Oct. 21, 2026 in Golf
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Baby-care brand Coterie has launched an advertising campaign in Golf Digest featuring PGA Tour golfer Max Homa. The initiative aims to expand the company's customer base by specifically targeting fathers.
Why it matters
The company seeks to address the unequal distribution of parental cognitive labor by encouraging fathers to take a more active role in anticipating household needs. By reaching out to a predominantly male audience, the brand hopes to diversify its current customer base.
Coterie reports annual revenue exceeding $200 million and notes that mothers currently remain responsible for 71% of cognitive household tasks. A standard bundle of 186 diapers and four packs of wipes retails for $123.
The players
Coterie
Coterie is a baby-care brand owned by Mammoth Brands that offers premium diaper and wipe bundles.
Max Homa
Max Homa is a professional golfer who has secured six victories on the PGA Tour.
The details
The marketing effort includes a text-only advertisement on the back cover of Golf Digest magazine and a video spot featuring Max Homa discussing parental responsibilities. Coterie, which was acquired by Mammoth Brands in 2025, is currently sold at retailers including Whole Foods, Wegmans, and Erewhon.
Timeline
Coterie was acquired by Mammoth Brands in 2025.
The Coterie advertising campaign launched in October 2026.
Season Trajectory
This campaign represents a shift in marketing strategy as the brand attempts to bridge the gap between traditional industry demographics and the evolving role of fathers in childcare. It reflects a broader effort to redefine consumer engagement by addressing the historical gender gap in household cognitive labor management.
Readers may see an increase in parenting-focused advertising within traditional sports media outlets. The campaign specifically targets the 95% of Max Homa's Instagram audience who are male to encourage a shift in household participation.
The takeaway
This campaign highlights a growing corporate focus on involving fathers in the logistics of early childhood care. Consumers can expect to see more brands leveraging athlete partnerships to address domestic inequality in marketing materials.
Further reading
For more on the intersection of professional golf and marketing, visit Golf.
Live Poll
Do you believe parenting duties and household planning should be divided equally between both partners?
