Puma Golf is using the digital, faceless model from its recently released StyleCaddieapp to present Rickie Fowler’s U.S. Open apparel. While some brands use images of players or models to present apparel scripts and others simply use product images on a white background, Puma is using this ghostly figure (shown below) to showcase the four looks from its new Autumn/Winter 2013 Collection that Fowler will be sporting at Merion. Congrats, Puma, for going outside the box on the presentation of this script. I tip my (snapback, flat-billed) cap to you for finding a cross-marketing opportunity here.

Rickie Fowler Puma U.S. Open ClothingPuma’s StyleCaddie app, which was launched in March for the iPhone and April for the Android platform, is a digital dressing room that allows you to pair various combinations of hats, shirts, belts, pants and shoes on a digital model. There are several cool features, such as: 360 degree views of your sartorial creations, a lookbook of various ensembles that Rickie Fowler is wearing, the ability to take a picture of yourself wearing different looks, plus a tool to share your creations through email, Twitter and Facebook. Check out StyleCaddie. At the very least, it’s a fun way to pass the time while waiting in line for coffee.

As for Rickie Fowler’s U.S. Open script, it features pieces from Puma’s new Autumn/Winter 2013 Collection, and it is what we’ve come to expect from Puma and Fowler–bold colors and aggressive designs.

Fowler starts the tournament with a clean, fresh look that includes a bright blue shirt with tonal stripes and white 5-pocket tech pants. With the cut looming on Friday, his look gets more serious–a white shirt with an argyle-like graphic on the yoke and blue-multi-plaid pants. Saturday’s script is aggressive for moving day with bold yellow and blue stripes on top with matching blue pants. Sunday’s look has me scratching my head, though. It has more of a Virginia Tech Hokie color-scheme instead of Fowler’s traditional Oklahoma State Cowboy vibe. We’ll see how that plays out.

Here is a piece-by-piece breakdown of Rickie Fowler’s U.S. Open Script.

Thursday
Cat Patch 110 Stretch Snapback
Yarn Dye Stripe Tech Polo
High Shine Fitted Golf Belt
Golf 5 Pocket Tech Pant
AMP CELL Fusion

Friday
Monoline 210 Stretch Snapback
Yoke Graphic Tech Polo
High Shine Fitted Golf Belt
Tech Plaid 5 Pocket Pant
AMP CELL Fusion

Saturday
Monoline 210 Cap
Tech Stripe Polo
Form stripe fitted belt
Golf 5 Pocket Tech Pant
AMP CELL Fusion

Sunday
Cat Patch 110 Stretch Snapback
New Wave Polo
Jumpcat Monoline Fitted Belt
Golf 5 Pocket Tech Pants
AMP CELL Fusion

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