Extra Butter merges streetwear and golf in its latest collaboration with adidas to commemorate the 25th anniversary of the cult classic 1996 film Happy Gilmore, from Universal Pictures. The exclusive, officially licensed collection includes on- and off-course adidas products, inspired by and embodying the personalities of the film’s three main characters - Chubbs, Shooter, & Happy. The official lookbook and video campaign feature actor, Christopher McDonald to reprise his role as the legendary Shooter McGavin, along with a new generation of golf talent from PK Subban, Roger Steele and Tania Tare.
“25 years ago, a fictional character named Happy Gilmore broke the mold on what it meant to be a golfer, and we wanted to celebrate that with a unique collaboration and collection,” says Extra Butter co-founder and CEO, Ankur Amin. “Golf is growing exponentially amongst every demographic. Golfers today are more diverse and the game is more inclusive than ever before. Golf is getting younger and breaking away from its “dad’s game” reputation as youth culture starts to embrace the sport. We wanted to be a part of this shift, bring our style to the sport and have fun with this project.”
The legendary Shooter McGavin, Happy’s nemesis, is commemorated in a capsule that reflects streetwear’s disruption in golf. Shooter finally gets his coveted Gold Jacket in the form of the adicross Bomber Jacket, featuring a ‘pro golfers tour championship’ inspired Extra Butter crest, classic adidas striping, custom woven collar and cuffs.
The gold motif is reflected on the Shooter Ultraboost 1.0, upgraded with plush suede, gold-fleck PRIMEKNIT, and an imprint of the famous “Shooter” hand gesture that he does throughout the film. Subtle details include a sublimated graphic insole from the film and webbing across the striped cage that can stash three golf tees. The capsule rounds off with a visor and cap, both featuring the iconic Shooter logo.
The Chubbs capsule features on-course performance gear that honors Happy’s mentor, Chubbs Peterson, and his traditional golf aesthetic - updated with EB’s contemporary flair.
Pastels and argyle are integrated into polos, pleated pants, shorts and a tech anorak that uses adidas’ PRIMEKNIT and WARPKNIT technology for lightweight, comfortable stretch fabrication. Each garment is embellished with embroidery memorializing Chubbs’ iconic line “It’s All In The Hips”.
The popular lightweight adidas ZG21 spiked golf shoe also receives the Chubbs treatment, sporting a clean bone-white color-way with brogue paneling and throwback fringe kiltie to go along with BOOST comfort. In typical Extra Butter storytelling style, details such as gator skin and wood-grain finishing are incorporated as a reminder to be wary of that damn alligator that bit Chubbs’ hand off!
The third capsule, inspired by Happy Gilmore’s character, takes you from the links straight to the
19th hole with an assortment of streetwear-inspired pieces. The comfy adidas Adilette Boost
Slide features a green felt footbed with brogue accents and anniversary branding.
The collection also includes graphic tees, cozy sweatpants, and a cooler bag - for a brisk 6-pack on a long day out at the local muni.
To fully round out the story are Extra Butter’s collaborated accessories with Phat Scooters, Seamus Golf, Vice Golf and Asher Golf.
Phat Scooters manufactured two links-ready custom electric golf scooters built with a bag rack, cooler compartment, and bumping Rockford Fosgate subwoofer. A whimsical all-over print version featuring iconic references from the film is likely to turn heads as you ride by, while a classy gold and navy design with leather trim seat is meant to inspire the Shooter in all of us.
Seamus Golf created golf headcovers - featuring all-over icon print - and a classic Sunday golf bag inspired by Happy’s bag.
Asher Golf customized a leather golf glove inspired by Happy’s favorite hockey team. And Vice Golf provided premium custom PRO PLUS GOLD golf balls to round out the Happy Gilmore storytelling.
“We’re always looking to push boundaries and collaborate in fun and unique ways as a golf category, so when Extra Butter approached us with this Happy Gilmore opportunity, we loved every aspect of it,” said Matt Myers, senior director of marketing, adidas Golf. “For us, it’s just another example of how we’re striving to make golf more appealing to the masses through creative products that perform, and we know that all fans of the film – golfers or not – will be excited about this special collection.”
The full Extra Butter x Happy Gilmore Collection featuring adidas, Seamus Golf, Vice Golf, Asher Golf, and Phat Scooters releases exclusively in-store at both Extra Butter locations and online on extrabutterny.com and the Extra Butter mobile app on Friday, June 25.