Los Angeles-based swang is stepping into a bigger spotlight through a new multi-year partnership with Jordan Brand, aiming to reshape how golf is experienced and perceived. As golf continues to grow globally, swang represents a shift away from traditional country club norms, embracing a more relaxed, expressive, and culture-driven approach to the game.
Founded by Modi Oyewole, the collective was built on individuality—showing up to the course in Jordans, loose fits, and with music playing. That same energy helped form swang into a welcoming space for both newcomers and longtime players, removing barriers often associated with the sport. Oyewole noted that Jordan Brand had always been a dream partner, citing its long-standing influence in blending
sport with culture.
The partnership will focus on community-driven initiatives, including events, activations, and collaborative experiences designed to push golf in a new direction. One of the first examples is swang’s “FREE RANGE Thursdays,” which highlights the brand’s inclusive and laid-back approach to the game.
Overall, this collaboration signals a broader cultural shift in golf—one that values creativity, accessibility, and self-expression just as much as tradition.
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