MIAMI, May 13, 2025 – What happens when a 70-year-old heritage brand with deep style roots steps boldly into golf’s new cultural moment? You get Original Penguin’s newest commercial, a vibrant, cinematic campaign that brings together PGA TOUR champions and fashion-forward creators debuting this week on the Golf Channel during the PGA Championship.
The spot, shot on location at Cabot Citrus Farms and produced by Dakota Media, is a first-of-its-kind moment for Original Penguin Golf. It marks the brand’s inaugural campaign to feature a mix of PGA TOUR professionals and off-course creators in one unified story. The lineup includes ambassadors and PGA TOUR winners Jake Knapp and Nico Echavarria, as well as Original Penguin ambassador influencers Officially Sonny, Carolin Pinegger, and model Hailee Lautenbach, all representing a new generation shaping the culture of the game.
“Original Penguin didn’t just want a golf ad, they wanted a cultural moment,” said Josh Duhamel, actor, golfer, and co-founder of Dakota Media. “They gave us the freedom to push the creative and show golf as a space of individuality and energy. Working with Jonathan Schoenberg and Jeremy Seibold made the vision feel modern, stylish, and totally original.”
The creative direction leans into a playful aesthetic and a visual metaphor: plates being shattered mid-air, a literal break from the status quo. Dakota Media reached out to personal friends and avid golfers Schoenberg and Seibold of ad agency, TDA Boulder to copywrite the spot.
As golf continues to modernize on the course and across social feeds, Original Penguin is positioning itself at the intersection of sport, fashion, and digital culture. The brand, owned by Perry Ellis International, is using its 70th anniversary not as a retrospective, but as a launchpad into what’s next.
“Golf is changing, and so are the people who play it, watch it, and wear it,” said Brad Holder, SVP of Marketing at Perry Ellis International. “This spot is our way of celebrating that evolution. It’s about honoring our legacy while reflecting where golf culture is going.”
For Dakota Media, the production company co-founded by Duhamel and golf entrepreneur Joshua Algra, the campaign exemplifies the kind of elevated storytelling they’re known for. The spot combines striking visuals with genuine moments, creating something that feels more like a short film than a traditional commercial.
“This campaign isn’t about just hitting shots, it’s about hitting a nerve,” said Algra. “We’re proud to partner with Original Penguin to celebrate a brand that’s as bold as the next generation of golf.”
The ad is set to debut on the Golf Channel during the PGA Championship, and run through June, with additional placements across digital and social platforms under the campaign’s rallying cry: #OriginalGoodTime.
About Perry Ellis International
Perry Ellis International, Inc. is a leading designer, distributor, and licensor of a broad line of high-quality men’s and women’s apparel, accessories, and fragrances. The company’s collection of dress and casual shirts, golf sportswear, sweaters, dress pants, casual pants and shorts, jeans wear, active wear, dresses, and men’s and women’s swimwear is available through all major levels of retail distribution. The company, through its wholly owned subsidiaries, owns a portfolio of nationally and internationally recognized brands, including: Perry Ellis®, An Original Penguin by Munsingwear®, Laundry by Shelli Segal®, Rafaella®, Cubavera®, Ben Hogan®, Savane®, Grand Slam®, John Henry®, Manhattan®, Axist® and Farah®. The company enhances its roster of brands by licensing trademarks from third parties, including: Nike® for swimwear, and Callaway®, PGA TOUR®, and Jack Nicklaus® for golf apparel.
Additional information on the company is available at www.pery.com
About An Original Penguin® by Munsingwear®
In 1955, Minneapolis-based Munsingwear – an underwear and military supply company – ironically became the touchstone of suburban sport with the introduction of the first iconic golf shirt to America – an ORIGINAL PENGUIN. Known for its unique, humorous, and detail-oriented clothing, Original Penguin offers a full range of men’s, women’s and children’s clothing, accessories, and fragrances. Original Penguin is present in North, Central and South Americas, Europe as well as India and the Philippines. There are over 1,250 points of sale, more than 99 Original Penguin stores worldwide and two dedicated e-commerce websites: www.originalpenguin.com and www.originalpenguin.co.uk.
About Dakota Media
Dakota Media is a creative production company co-founded by actor Josh Duhamel and entrepreneur Joshua Algra. With a focus on cinematic storytelling and cultural relevance, Dakota Media develops and produces content that connects brands with audiences through bold visuals and authentic narratives.
