Just one month after naming Marvel superstar Tom Holland as its new multi-year brand ambassador, Southern Californian performance apparel label Vuori is wasting no time putting the actor to work.

True to its promise of a wide-ranging partnership, the lifestyle brand has launched its second major campaign featuring Holland, this time marking Vuori’s official entry into a "new era of golf."

A Modern Approach to the Green

The new campaign, titled ‘Play It As It Lies’, officially signals the brand's full-scale expansion onto the golf course. According to Vuori, this new chapter “brings the brand fully onto the course and defines its modern approach to the game.”

Fronted by the Spider-Man actor, the campaign imagery and film aim to capture "authentic moments of play, reflection, and reaction" rather than stiff, traditional golf poses.

To bring a familial and cinematic touch to the project, the campaign launched alongside a short film co-created and co-directed by Tom’s brother, filmmaker and producer Harry Holland, alongside co-director Harrison Boyce.

Challenging Traditional Dress Codes

At the heart of the new launch is a dedicated collection that prioritizes technical innovation without sacrificing style. Vuori stated that the capsule features “intentionally designed performance pieces built with golf-specific functionality in mind.”

Key Features of the Collection:

• Golf-Specific Tech: Features like scorecard-sized magnetic rear pockets.
• Premium Fabrics: Lightweight technical materials “engineered for comfort and movement from the first tee to the final putt.”
• Contemporary Styling: Alongside “best-selling essentials and elevated staples,” the line debuts “new classics that challenge golf’s traditional dress codes with a more versatile, contemporary approach.”

Pieces in the new golf collection start at £85.

The Evolution of a Partnership

This golf-focused rollout comes immediately on the heels of last month’s debut collaboration, which kicked off Vuori’s spring 2026 campaign. That initial launch “mark[ed] a long-term creative relationship rooted in shared values around performance, progress, and a mindful approach to life.”

With this second drop, Vuori looks to solidify its position in the competitive golf apparel market. The company noted that the accompanying campaign “reflects Vuori’s broader philosophy around movement, lifestyle, and modern sport,” adding that “this second chapter completes the narrative and marks Vuori’s official arrival in golf as a brand, blending technical innovation with a fresh perspective on the sport's culture.”