I’m going to take a break from talking about putters to talk about another one of life’s essentials: diapers.
Diapers?
You may be wondering why we’re talking about diapers on a site dedicated to golf. If so, welcome to the club. I had the exact same thought when I learned that Max Homa has partnered with the baby-care product company Coterie.
It would be easy to dismiss this as Homa just trying to find a way to keep his sponsorship hustle going. I’m not going to fault him for that. If I could pay my mortgage by being a spokesperson for a diaper company, I would do that, too.
However, when I looked a little deeper into the story, I learned that Homa’s partnership with Coterie involves more than just keeping his coffers flush. The partnership brings golfers a message.
By golfers, I mean that Homa has a message to share with all of the golfing dads.
Homa roasts your swing parenting
Not too many years ago, Max Homa delivered honest, hilarious and occasionally brutal roasts of golfers’ swings on Twitter. (Yes, it was still Twitter back in 2019.)
Unfortunately, he’s retired from swing roasting but as a father of a three-year-old and a one-year-old, Homa has more important ways to spend his time.
Which brings us to his advertising partnership with Coterie. This time around on his social platforms, Homa is not critiquing golf swings. Instead, he is suggesting that golfers analyze their parenting plan with the same intensity that they look at their golf swings.
Specifically, he’s talking to the fathers out there.
https://www.instagram.com/reel/DewoRD1TQ0e/?utm_source=ig_web_copy_link&dlrf=NTc4MTIwNjQ2YQ==
“The message isn’t about shaming dads. We’re all working at this together . I’ve been playing golf for decades, and I’m not perfect yet. And it really is the same at home. You can always keep honing your game ;there are endless little details to notice and remember.”
-Max Homa on his partnership with Coterie
Through that lens, it makes perfect sense for Coterie to partner with a golfer such as Homa. All golfers understand that we play a game that we will never truly master. Even the best players, like Max Homa, don’t hit every shot perfectly and win every tournament.
Parents understand that raising kids is a similar process. Sometimes we flush the shot, sometimes we shank it.
The goal of this shared campaign is to raise awareness with golfing fathers. According to Coterie’s release, mothers carry 71 percent of a household’s cognitive labor.
By targeting a male-dominated sport, with a professional golfer whose social followers are predominantly male, Coterie and Homa hope to be the spark for conversations about sharing that load more evenly.
How will the golfing public respond?
With my two kids being grown and gone, diapers are (thankfully) not relevant to me these days. These days, I’m more interested in Homa’s partnership with Elijah Craig. Love their Toasted Barrel bourbon.
That said, I fully support the message of this new venture but I am not sure my opinion will be shared with all fathers. Maybe I need to rephrase that. I think most fathers want to be better fathers but I’m not sure they will welcome this conversation into their golf life.
For many golfers, not just males, time on the course is the escape from things like work and parenting responsibilities. The message in this campaign is a good one but the context could be off-putting.
Undoubtedly, the campaign won’t resonate with all golfers. The guy who tells his wife that a round of golf takes eight hours so he can go to the bar after playing won’t like this campaign one bit.
Still, I can see how this will raise awareness for many fathers, promote conversations between spouses about more balanced parenting and lead to overall healthier family dynamics.
Kudos to Coterie for investing the dollars to advertise in a traditionally male-dominated space and to Max Homa for bringing this important topic to his fellow golfing dads.
Find out more about Coterie at coterie.com.
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