The worlds of luxury whisky and premium golf apparel have found common ground once again as Johnnie Walker and Devereux Golf renew their partnership for the 2025 WM Phoenix Open. This collaboration is more than just a sponsorship—it’s a seamless integration of style, tradition, and modern energy, bringing together two brands that embody the evolution of golf culture.

Johnnie Walker, now the first-ever official scotch whisky of the WM Phoenix Open, has activated its presence at the tournament through pop-ups, hospitality experiences, and signature cocktail stands. Meanwhile, Devereux Golf continues to be a rising star in golf apparel, blending traditional Scottish aesthetics with contemporary streetwear influences. The partnership culminates in the launch of the Johnnie Walker x Devereux Keep Walking Collection, an exclusive apparel line that reflects the modern golf lifestyle while honoring classic influences.

As fans enjoy thrilling rounds of golf in the Arizona desert, they also get the chance to immerse themselves in this collaboration by browsing new apparel, accessories, and unique golf merchandise at the PuttShack pop-up store. This article explores the history of this partnership, the significance of the WM Phoenix Open, and how both brands are shaping the future of golf culture.

A Meeting of Heritage & Innovation

The Johnnie Walker and Devereux Golf partnership first made waves in 2024, uniting the worlds of luxury whisky and modern golf fashion. Devereux, an emerging apparel brand, has quickly gained recognition for bringing fresh energy to the sport, emphasizing both style and functionality.

Johnnie Walker, on the other hand, is a brand synonymous with heritage, craftsmanship, and excellence—values that align perfectly with the refined, yet evolving world of golf. This partnership is about more than just branding; it’s about reshaping perceptions of golf apparel while celebrating the game’s longstanding traditions.

As the connection enters its second year, it continues to evolve with a refined focus on elevating the golf experience—on and off the course.

Why the WM Phoenix Open is the Perfect Stage for This Collaboration

The WM Phoenix Open is one of the most exciting tournaments in golf, known for its electric atmosphere, enthusiastic crowds, and a unique blend of competition and entertainment. Often referred to as “The People’s Open,” it stands apart from more traditional, quiet golf events with cheering fans, massive crowds, and an energetic ambiance that perfectly complements the Keep Walking spirit of Johnnie Walker.

For Devereux Golf, this event is an opportunity to showcase its modern, stylish approach to golf apparel to an audience that appreciates both performance and aesthetics. The energy of the Phoenix Open aligns with Devereux’s mission of bringing golf into a new era—one that embraces individual expression, innovation, and a dynamic lifestyle.

By launching the Keep Walking Collection at the WM Phoenix Open, both brands capitalize on the tournament’s youthful, progressive crowd while reinforcing their commitment to pushing golf culture forward.

The Keep Walking Collection: A Blend of Scottish Heritage & Modern Golf Fashion

The highlight of the Johnnie Walker x Devereux partnership in 2025 is the release of the Keep Walking Collection, a line of apparel and accessories that fuses Scottish tradition with contemporary streetwear influences.

Key Design Themes

The collection pays homage to Johnnie Walker’s Scottish heritage, integrating classic tartan patterns, clean silhouettes, and luxurious textures with a modern, relaxed fit. This balance of tradition and innovation makes the apparel not only stylish but also highly functional for golfers and everyday wearers alike.

Johnnie Walker Mesh Tartan Shorts

One of the standout pieces, these shorts combine a breathable mesh fabric with tartan-inspired designs, making them an ideal choice for both the course and casual outings.

Matching Putter Covers

Accessories play a major role in golf fashion, and the collection includes tartan-inspired putter covers featuring golden embroidery, adding a touch of luxury to a golfer’s equipment.

Johnnie Walker Crossbody Bag

A functional, stylish accessory, this crossbody bag is designed for convenience—ideal for carrying essentials like golf tees, wallets, and small personal items while navigating the tournament grounds.

Structured Rope Hats & Graphic T-Shirts

The rope hats provide a structured, elevated look while maintaining a relaxed vibe, making them a versatile staple. The graphic tees, meanwhile, embody the modern golfer’s personality—bold yet sophisticated.

Nylon Jackets for Versatility

Designed to withstand different climates, the lightweight nylon jackets offer protection from wind and light rain, making them perfect for changing weather conditions on the course.

With a diverse selection of polos, outerwear, and accessories, the Keep Walking Collection caters to golfers who value both heritage and innovation.

Onsite Activations: The Johnnie Walker Experience at the WM Phoenix Open

Johnnie Walker’s presence at the WM Phoenix Open extends far beyond branding—it’s a fully immersive experience that brings fans into the world of premium whisky and golf culture.

Signature Cocktail Stands

Golf fans can enjoy exclusive Johnnie Walker cocktails, inspired by classic Scottish flavors, at various stations across the tournament.

Hospitality Suites & VIP Experiences

Johnnie Walker offers luxury hospitality experiences, providing guests with premium whisky tastings, lounge areas, and exclusive merchandise previews.

Pop-Up Shops & PuttShack Merchandise Displays

Fans attending the event had the chance to browse the expanded collection of men’s and women’s apparel at the PuttShack pop-up store, where they could purchase the latest Keep Walking Collection pieces.

The Future of Golf Apparel & Brand Collaborations

Golf fashion is undergoing a transformation, with younger audiences seeking style-driven, performance-enhancing apparel. The Johnnie Walker x Devereux partnership represents a new era of golf collaborations, where luxury, sport, and lifestyle intersect.

The Rise of Golf Streetwear

Traditional golf attire is evolving, with brands like Devereux leading the charge by incorporating streetwear elements, relaxed fits, and bolder colorways into their collections.

Premium Brand Partnerships in Golf

Luxury brands are increasingly investing in golf-related partnerships, recognizing the sport’s growing lifestyle appeal. Johnnie Walker’s commitment to golf aligns with the broader trend of premium spirits, fashion, and sports culture merging.

The Expansion of Experiential Marketing in Golf

With activations like whisky lounges, pop-up stores, and premium fan experiences, brands are using immersive engagement to connect with golf audiences. Expect to see more high-profile partnerships bringing fresh energy to the sport.

Impression

The renewed Johnnie Walker x Devereux Golf partnership at the 2025 WM Phoenix Open marks a significant moment for the sport, blending tradition with contemporary style. As Johnnie Walker becomes the first official scotch whisky of the tournament, and Devereux continues redefining golf apparel, their collaboration represents a progressive shift in golf culture.

With the Keep Walking Collection, both brands have successfully merged Scottish heritage with modern design, offering fans a chance to experience luxury and innovation both on and off the course.

As golf continues to embrace a younger, style-conscious audience, partnerships like this will play a crucial role in shaping the future of golf fashion and lifestyle branding. Whether through high-quality apparel, luxury activations, or immersive brand experiences, Johnnie Walker and Devereux are proving that golf is more than just a game—it’s a lifestyle.