It’s hard to think of Rickie Fowler and not think of his infamously loud orange outfit. Sure, he has toned it down a bit, but there were times when he would be dressed head-to-toe in orange — the flat-brimmed hat, the neon polo, matching pants, even orange Puma shoes and, at one point, an orange driver. It wasn’t subtle. It wasn’t classic. It wasn’t even “golf” in the traditional sense. But his ability to pull that off is exactly why Puma signed him.

On the podcast Son of a Butch, hosted by Claude Harmon, Bob Philion, the man who built Puma Golf from the ground up, sat down to unpack the decision of signing Fowler to Puma. Rickie Fowler partnered with Puma in 2009, when he just turned professional and well before winning any event. So, Harmon asked Phillion what many fans have wondered — “What did you guys see in Rickie early on, and why did you choose him, and why do you think it was such a great bit?”

“I think specific to Rickie and ambassadors in general, you’re really looking for two things,” Philion began. “One is world-class performance. At the end of the day, ambassadors are about visibility and the ability to get eyeballs, and that comes with being a great athlete…” Phillion added. He specified that at Puma, they’re “always trying to stand out,” and so athletes having a “swagger” or “some kind of hook” helps. And that’s something that Fowler had.

“I think coming with a motocross background, he certainly looked different. I think the flat-brim hat set him apart. I think the way he wanted to wear color and be bold… and we certainly partnered with him on that entire journey,” Phillion stated. In a field of players who adhered to traditional golf attire and preferred subdued colors or clothing, Fowler’s style stood out. It may have grabbed eyeballs and raised eyebrows, but that’s the kind of style Bob Phillion and Puma leaned into.

And what a journey it’s been. Rickie Fowler turned pro in 2009 and signed with Puma Golf almost instantly. It was a small division back then, accounting for less than 10% of Puma’s overall business. But with Fowler as the face, it clearly didn’t stay small for long. “As he kind of grew, we grew with him… as he kind of matured his own game and kind of grew his look, um, you know, that helped our business, you know, along the way,” Phillion added, crediting part of Puma Golf’s success to Fowler.

And that’s one reason, as Claude Harmon pointed out earlier, that “You couldn’t really think about Rickie without thinking about Puma golf, and you couldn’t think about Puma golf without thinking about Rickie.” That’s the kind of impact their partnership has had. Even when Puma launched Cobra Golf in 2010, Fowler switched over to their equipment just a few years later, further solidifying the bond. While most pros keep switching between equipment and sponsors over the years, even to this day, Fowler has remained loyal to the Puma family.

In fact, earlier this year, Fowler inked a new long-term extension with Cobra Puma Golf, choosing to stay with the brand that’s backed him since day one. “The Cobra Puma Golf brands are like family to me,” Fowler said. “While their products are incredible, I also truly value all the relationships I’ve built here throughout my career.” But while Fowler may have been the original face of Puma Golf, he certainly hasn’t been the last.

Puma’s growing lineup beyond Rickie Fowler

Over the years, the brand has added more bold personalities to its roster, continuing the legacy of style-meets-substance on the course. Earlier this year, Max Homa made headlines with his switch to Cobra Golf, leaving behind a decade-long relationship with Titleist. Known for his five tour wins in just two years and a magnetic social media presence, Homa’s move wasn’t just about changing equipment—it was about joining a brand that fits his personality and performance.

The move happened before the PGA Tour’s season opener, The Sentry, and his decision raised eyebrows from many. But for Homa, who was coming off a disappointing 2024 season, it was more than just about the clubs. It was about being part of a family that values boldness and authenticity, much like Rickie Fowler, who helped set the tone for Puma’s golf identity years ago.

Joining Homa in representing the brand are stars like Lexi Thompson, Gary Woodland, J.J. Spaun, and Mao Saigo, to name a few, from many players who bring their own unique flair to the course while helping Puma and Cobra continue their rise as the go-to brands for golfers who want to stand out.