The robust collection also features partnerships with Seamus Golf, Phat Scooters, Vice Golf, and Asher Golf to celebrate the cult classic comedy.
June 15th, 2021 — (New York, NY) — 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 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 colorway 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 legendary Shooter McGavin, Happy’s nemesis, is commemorated in a capsule that reflects streetwear’s disruption in the sport of golf. Shooter finally gets his coveted Gold Jacket in the form of the adicross Bomber Jacket, featuring a Championship Tour-inspired Extra Butter crest, classic adidas striping, along with 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 allows for golfers to stash three golf tees. The capsule rounds off with a visor and cap, both featuring the iconic Shooter patch.
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.
The collection also includes Extra Butter’s collaborated accessories with Phat Scooters, Seamus Golf, Vice Golf and Asher Golf to retell the Happy Gilmore story through EB’s lens.
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.
“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. “The game is growing exponentially amongst every demographic and golfers today are more diverse 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 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.
“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 Extra Butter x Happy Gilmore collaboration launch will engage consumers with short films featuring Christopher McDonald reprising his role as the legendary Shooter McGavin. The films will also include professional hockey star PK Subban, golf influencer Roger Steele and trick shot artist Tania Tare. The collection will be launched with a digital experience on a custom microsite on extrabutterny.com and in-store activations at both Extra Butter retail locations in Manhattan and Queens.
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..
Extra Butter x Happy Gilmore Collection List - LINK
ABOUT HAPPY GILMORE:
Adam Sandler stars as Happy Gilmore in the over-the-top comedy that scores a hole in one for hilarity. After his dream of stardom on the hockey ice melts, Happy Gilmore discovers he has a gift that could bring him glory on the greens. Trouble is, with his hot head and hard-hitting drives, Happy doesn’t just play golf... he destroys it. With the help of a retired golfer (Carl Weathers) and hot publicist (Julie Bowen), can Happy perfect his game and tame his temper to win the tournament prize money? With unforgettable appearances by Bob Barker, Christopher McDonald and Kevin Nealon, this comedy favorite features non-stop laughs that are par for the course!
ABOUT EXTRA BUTTER:
In 2007, an idea was born to combine passions for Film, Fashion and The Culture. Today, Extra Butter is a premium and progressive New York boutique and independent lifestyle brand. EB has built its name through a unique approach by curating a best-in-class assortment of products, exceptional customer service, and a signature cinematic experience in its flagship store in New York City’s iconic Lower East Side neighborhood, and its brand new store in Long Island City, Queens. The EB brand has become a global presence through collaborations with influential tastemakers and top-tier fashion brands, and it continues to captivate an ever growing global audience through private label apparel, accessory lines and unique product launch activations. Extra Butter has also collaborated with The North Face, Asics, Saucony, Reebok, adidas, and many more.
ABOUT ADIDAS:
adidas is a global designer and developer of athletic and lifestyle footwear, apparel and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.
ABOUT ASHER GOLF:
ASHER Golf was born in 2009 with a desire to provide the golf world something it lacked: high-quality golf gloves with a little added flavor and style. Made only from the most premium, AAA Cabretta leather, ASHER elevates not only your game, but on-course style. Our goal is to develop products that provide an experience for the individual, an experience that can be curated for any occasion. With a relentless focus on innovation, we believe that all of your golf apparel should be an uncompromising blend of performance and style. With ASHER, you can seamlessly transition from the 18th to the 19th hole in comfort and style.
ABOUT PHAT SCOOTERS:
Founded in the spring of 2017 and shipping its first products early summer that year, Phat Scooters® has become a sensation. Referred to as the Mercedes-Benz of electric scooters, Phat Scooters® has quickly grown from obscurity to becoming the leader in two-wheel, single rider, electric vehicles. NFL, MLB and NHL teams, chart topping musicians, elite PGA golfers and Hollywood royalty are all avid fans and buyers of the product. With enthusiastic and loyal early adopters, top notch customer service and personalized design, we’re making electric vehicles accessible and fun for everyone. We offer a fun and exciting way to travel, whether it be on the Golf Course or heading out to grab a few groceries. For more information, visit www.phatscooters.com.
ABOUT SEAMUS GOLF:
Oregon based artisans handcrafting fine woolen accessories, specializing in uniquely original accoutrements that adorn a golfer’s lifestyle. True golf enthusiasts creating the finest tartan wool golf head covers that beautifully blend traditional European inspirations with modern lines and simplicity. Meticulous designers of golf head covers and accessories that are crafted to represent each individual golfer, their passion for the game, and their distinct style.
ABOUT VICE GOLF:
Vice Golf was founded in Germany in 2012 by Ingo Duellmann and Rainer Stoeckl. The company started selling the highest-quality golf balls first in Germany, expanded into other parts of Europe, and entered the U.S. market in 2015. Orders are taken over the internet and the balls are shipped, directly from the manufacturer, to the consumer’s front door.
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Extra Butter:
