I’m going to take a break from talking about putters to talk about another one of life’s essentials: diapers.
Diapers?
You might be wondering why we’re talking about diapers on a site dedicated to golf. If so, welcome to the club. I had the same thought when I learned that Max Homa partnered with baby care products company Coterie.
It would be easy to dismiss this as Homa just trying to find a way to keep up his sponsorship hustle. I don’t blame him for that. If I could pay my mortgage to be a spokesperson for a diaper company, I would too.
However, when I looked a little further into the story, I learned that Homa’s partnership with Coterie involves more than just keeping its coffers. The partnership carries a message to golfers.
For golfers, I want to say that Homa has a message to share with all golfing dads.
Homa roasts you swing parenting
Not many years ago, Max Homa delivered honest, funny and sometimes brutal roasts of golfers’ swings on Twitter. (Yes, it was still Twitter in 2019.)
Unfortunately, he 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 their advertising partnership with Coterie. This time on his social platforms, Homa does not criticize golf swings. Instead, he suggests that golfers analyze their parenting plan with the same intensity that they look at their golf swings.
In particular, talk to the fathers out there.
“The message is not to shame dads. We’re all working on this together. I’ve been playing golf for decades, and I’m not perfect either. And it’s really the same at home. You can always continue to perfect your game; there are endless little details to notice and remember.”
-Max Homa on his collaboration with Coterie
Through that lens, it’s perfect for Coterie to partner with a golfer like Homa. All golfers understand that we play a game that we never really master. Even the best players, like Max Homa, don’t hit every shot perfectly and win every tournament.
Parents understand that raising children is a similar process. Sometimes we wash the shot, sometimes we poke it.
The purpose of this shared campaign is to raise awareness among golfing fathers. According to Coterie’s release, mothers carry 71 percent of the family’s cognitive work.
Targeting a male-dominated sport, with a professional golfer whose social following is predominantly male, Coterie and Homa hope to spark conversations about sharing that burden more evenly.
How will the golf public respond?
With my two children grown and gone, diapers are (thankfully) not relevant to me these days. These days, I’m more interested in Homa’s collaboration with Elijah Craig. Love their Toasted Barrel bourbon.
That said, I fully support the message of this new venture, but I’m not sure that my opinion will be shared with all fathers. Maybe I need to correct this. I think most dads want to be better dads, but I’m not sure they’ll welcome this conversation into their golf life.
For many golfers, not just males, time on the course is an escape from things like work and parental responsibilities. The message in this campaign is good, but the context could be off-putting.
Undoubtedly, the campaign does not 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.
However, I can see how this would raise awareness among many fathers, promote conversation between spouses about more balanced parenting, and lead to a healthier overall family dynamic.
Kudos to Coterie for investing the money to advertise in a traditionally male dominated space and to Max Homa for bringing this important topic to his fellow golfers.
Find out more about Coterie at coterie.com.
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