STOCKHOLM and West Palm Beach, Fla. – Cleeks Golf Club, captained by two-time major champion Martin Kaymer, have announced a brand evolution with a fresh visual identity, highlighted by the team’s first consumer campaign.

Kaymer and team general manager, Jonas Mårtensson, tapped global experience agency AKQA to create an updated brand positioning, identity, and design that embodies their desire to pay homage to the beauty and tradition of golf, while embracing the future of the sport.

The name Cleeks originates from a traditional long iron golf club from golf’s earliest days. Cleeks Golf Club aims to represent a bridge between golf’s storied past and its evolving future. Modern and timeless, the new brand expresses a deep respect for tradition while maintaining a contemporary feel. The new brand symbolizes the intersection of heritage and modernity: Tradition Refreshed.

“Cleeks Golf Club is entering an exciting new chapter for the 2025 season, with a new distinct look and feel that allows us to differentiate from the other twelve teams,” says Cleeks Captain Martin Kaymer. “This relaunch allows our brand to showcase the premium and quality we want to be synonymous with, which fans will see come to life in many different ways from our on-course kits to first-class hospitality experiences to new collaborations with brands and artists.”

Central to the Cleek’s vision is collaboration with creators across fashion, music, art and beyond. These partnerships are designed to introduce new audiences to golf and grow the sport in dynamic ways. For the 2025 season, the club will launch several high-profile collaborations, starting with Martin Key who will design and produce a luxury weekend bag that reflects the shared values of both brands. More information on that partnership to be announced in early February.

Named Digital Agency of the Year, AKQA has been at the helm of successful campaigns with the likes of Coca-Cola, Uber, IBM, Louis Vuitton, and Netflix, to name a few.

“This was a dream brief for our team — an opportunity to have an impact the game of golf during this critical juncture for the sport while honouring its rich tradition,” says Emil Jonsson, Group Creative Director at AKQA Sweden. “In partnership with Cleeks Golf Club, we’ve launched a brand to lead the way in shaping the future of how golf is perceived, consumed, and played.”

A mainstay in the business world, Team General Manager Jonas Mårtensson was the former CEO of Mojang – the video game developer owned by Microsoft and known for producing the most-sold video game of all-time, Minecraft. Now at the helm of Cleeks Golf Club, Mårtensson is ushering in a new era of professional golf by developing a brand identity for a team within a traditionally individualized sport.

“I’m incredibly honored to take on the challenge of leveraging my past brand-building experience in order to introduce new audiences to the world of golf,” says Mårtensson. “In terms of like-minded partners, there’s simply none better than AKQA to bolster our impact, expand our reach and help us innovate the future of the game.”

“Moving forward we will be partnering with extraordinary organizations, brands, artists, designers and individuals who share our vision of sport, art and culture.”

As last year’s LIV Golf Houston team champions, Cleeks Golf Club will aim to build on its momentum heading into the 2025 LIV Golf League season which tees off at LIV Golf Riyadh from February 6-8.