MOORLOW @ The PGA SHOW
“Play Happy”
What made the experience even more special was how Steve showed up throughout the process. He is professional and incredibly personable, but beyond that, he genuinely felt like a partner and a friend from day one.
What is Moorlow?
Moorlow is a women's founded athleisure clothing brand focused on making fashion fun while promoting health and wellbeing with their products. Their brand centers around elevated, stylish activewear that can also transition from sport wear to lifestyle wear. The team is very purpose driven, with % of purchases going to brain health research contributions, connecting physical activity to cognitive health. This makes them stand out in the athleisure industry, along with their fashion + performance driven mindset and their elevated, playful branding makes them a great partner!
The Request?
Moorlow approached us here at BAP to help with some sort of signage or booth support at the 2026 PGA Show. In their minds they were late to the game, and truth be told…they didn’t really know what to do next as they just signed up for a booth and needed to get going. Co-Founder, Holly Morris Espy shared, “When we first connected with Brand Asset Partners, we were honestly playing catch up. The PGA Show was our very first trade show; we were short on time, and we had no idea where to begin.” What they really needed was something simple but eye-catching that would stand out in a competitive industry, while aligning with their aesthetic and brand mission.
The Challenge?
As they thought this was something they were late at getting to production, we knew we had time because we have control over production. We simply needed them to understand this was a marathon, we were in good shape, we simply needed to start narrowing down options. As with many new brands sometimes the buffet of options can be overwhelming from both a decision and budget perspective to understanding timelines. Additionally, they needed something that could eventually be repurposed for future events, like the many popup shows they have had since the PGA that reflect their feminine, elevated, & modern sports apparel brand identity. That meant they ultimately needed something modular and mobile, that they could pack up and take with them…everywhere!
Our Approach
The library, or buffet of product options can be extensive, but having a first hand knowledge of the PGA Show and having worked with so many brands similar to Moorlow, this allowed BAP to shine. The Moorlow brand was created with scale in mind and their colors are gravitating! The brand has clean guidelines that highlight the philosophy of vibrant colors opting for a less is more approach. Colors and cool patterns drive the design. This made identifying options and designing a backdrop simple. The toughest part was educating Holly and her team that every option presented we had time to produce and that they were in good hands. We just continued to make recommendations that answered the call to action to let the brand shine.
Conclusion
Working with a forward thinking team like Moorlow that is willing to listen, who understands limitations, and who has realistic expectations makes for a great client. Our backdrop was just one element to having a successful PGA Show for them. It was a staple piece that allowed them to build up their booth space and create an environment that matched the brand's simple and chic look. We are so glad they felt like BAP delivered!