The 2024 United States Open Championships are swinging along at Pinehurst course No. 2 in North Carolina, with some of the world’s best golfers competing on one of the world’s most difficult courses from June 13-16. Legends like Ben Hogan, Tiger Woods and Arnold Palmer have played and won this event, but there’s no tradition in golf more iconic than the merchandise tent.

Check out these merch trends at the U.S. Open and consider how the ideas might work in upcoming client campaigns.

1. Southern Charms

Honoring Pinehurst’s home state, some U.S. Open merch captured southern summer vibrations.

Artist Lee Wybranski has made official U.S. Open posters for years, and his edition for the 124^th competition features porch chairs facing the Pinehurst course with freshly poured iced tea ready to be sipped. Between the fluffy clouds and luscious trees in a calming color scheme, you can almost feel the breeze and the mosquitos biting your legs.

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A post shared by Lee Wybranski (@leewybranski)

The Pinehurst Putter Boy appears on many items at the tent, with his oversized sun hat, soft smile, casual hand-in-pocket and lackadaisical grasp on the No. 2 flag that makes you want to swing on the links. His figurine is available for those who need a caddy for their desk or a reminder to fantasize about the course.

Also on hand are wooden magnets decorated with the phrase “Hush Y’all” – a Southern take on the traditional “Quiet Please” signs seen on the course.

2. Getting Personal

The opportunity to personalize U.S. Open merch is one of the most popular corners of the merch tent – a testament to the enduring popularity of live decoration and brand activations at events. Seamus Golf has a station set up where fans can brand their own ball markers, according to Golf Digest.

In the US Open merch tent. A popular item this week seems to be the Seamus ball markers because fans are able to stamp their own initials into the copper coins pic.twitter.com/17z34chvwi

— Maddi MacClurg (@maddimacclurg) June 11, 2024

Buyers can stamp their initials into a copper coin by hammering letter engravers over an anvil with the help of a Seamus craftsman. The ball marker also features the Pinehurst Putter Boy and engravings marking the event and its location. These commemorative ball markers are available online, though the personalization experience is only available in the tent.

3. Multiuse Memorabilia

WinCraft offers hat clip sets with attachable magnetic ball markers.

Another notable trend is versatile merch that serves multiple purposes. For instance, WinCraft U.S. Open hat clip sets come with attachable magnetic ball markers. Golfers clamp the clip to their hat and attach the ball markers to the magnet on the clip’s exterior. The set includes a larger clip depicting the U.S. Open trophy and lettering plus three ball markers depicting the Pinehurst Putter Boy.

Commemorative bag tags and a course-repair tool set with similar designs are also available at the U.S. Open merch tent.

4. To the Needle Point

This handstitched needlepoint pillow from Smathers & Branson is among the U.S. Open merch.

A favorite decoration method for polo shirts and other traditionally preppy attire, embroidery has long had a high perceived value, so it’s no wonder it was all over U.S. Open merch. Embroidered versions of the Pinehurst Putter Boy, the Pinehurst clubhouse, and the U.S. Open logo and trophy are featured on a slew of products.

For an even more elevated take, Smathers & Branson offers handsewn needlepoint belts, throw pillows, coasters, wallets, luggage tags and other items.