J.J. Spaun’s win at the U.S. Open marked the first for a player with a L.A.B. putter. (Photo by … More
The moment couldn’t have been scripted any better for J.J. Spaun — or for the maker of his putter for that matter.
In primetime on the east coast, on Father’s Day, Spaun claimed his first major title by pouring in a curling 64-foot birdie putt on the final hole of the U.S. Open at Oakmont Country Club, a bastion of the game best known for having some of the fearsome greens in golf. It was a dramatic conclusion to a magical week for Spaun, who earned $4.3 million after entering the tournament with just one previous PGA Tour win.
“It’s definitely like a storybook, fairytale ending, kind of underdog fighting back, not giving up, never quitting,” said Spaun. “With the rain and everything and then the putt, I mean, you couldn’t write a better story. I’m just so fortunate to be on the receiving end.”
It also was a milestone for the maker of his putter, L.A.B. Golf. While the company, recently recognized by the National Golf Foundation as one of the top 100 businesses in the industry, has surged in popularity amid the current “no-torque putter” movement and gained favor in the professional ranks as well as recreationally, Spaun is the first player to win a major using a L.A.B. putter.
J.J. Spaun throws his putter in the air after holing the U.S. Open winning putt on the 18th green at … More
“When you’re a relatively new equipment brand and your guy comes out of nowhere to win a major with a putt like that, with millions of golfers watching on Father’s Day, it’s like a marketing hole-in-one for L.A.B. Golf,” said sports marketing expert Bob Dorfman, the Creative Director at Pinnacle Advertising in San Francisco. “Awareness will skyrocket, sales will soar, market share will grow dramatically. Hard to put numbers on it, but they’ve got the perfect ad to run with that final putt, and an inspiring endorser in J.J. Spaun.”
Using L.A.B.’s DF3, Spaun finished No. 2 in the field in strokes-gained putting at Oakmont and made more than 136 feet of putts over the final seven holes on Sunday. When his final putt dropped, Spaun was the lone player to finish under par, finishing two shots ahead of Robert MacIntyre at 1-under overall.
Spaun reacts after a 40-foot birdie putt on the 12th green during the final round of the 125th U.S. … More
“It’s simply surreal,” said L.A.B. Golf CEO Sam Hahn. “On the one hand, we were all always confident that someone would hoist a big trophy with a L.A.B. On the other hand, you just never know. Golf is so hard and unpredictable. Putting even more so.
“But I will say I noticed I was a lot less nervous watching than I normally am. When his approach came to rest on the 18th green, even though I knew it’d be tough, something in the air just made it seem inevitable it’d go in.”
While L.A.B. was the most visible foray into the no-torque or zero-torque putter movement, other brands have also aggressively entered the space. Golf innovation, after all, can often be a game of follow-the-leader. The approach has gained traction because the so-called no-torque putters are designed to minimize the twisting of the putter head during the stroke thanks to strategic weight placement.
As for what the breakthrough major win means for L.A.B. Golf and the brand’s future, Hahn isn’t yet sure. But he’s excited to find out.
“Hopefully, we opened a few eyes to the possibilities and quieted a few critics,” Hahn said. “We have always worked for the golfers. Our tour players have been great to us but it’s the everyday golfer that keeps the lights on and that’s who we will continue to prioritize.”
