SEVE & THE RYDER CUP
For SEVE, the Ryder Cup has always meant more than a competition. It is an inseparable part of Seve’s story - and one of the defining chapters of his legacy.
From his first appearance in 1979, Seve brought a new energy to the European team. His passion, imagination and fierce competitive spirit helped change the belief of a generation and transform Europe’s fortunes in the Ryder Cup.
He was part of the team that ended a 28-year wait for victory in 1985, helped Europe claim its first win on American soil two years later, and in 1997 captained Europe to victory at Valderrama - the first Ryder Cup played in continental Europe.
Becoming an Official Licensee of the 2027 Ryder Cup therefore carries a special meaning for us. It is an opportunity to celebrate that connection, while bringing Seve’s story forward for a new generation.
THE HEART OF SEVE
The idea began at Bethpage Black in 2025. During the Ryder Cup, Europe’s players carried a tribute to Seve inside their garments — hidden from view, but close to the team.
It was a simple gesture with a powerful meaning: although Seve was no longer there, his influence remained part of the European team.
That idea stayed with us.
For 2027, we reimagined the tribute as The Heart of SEVE. On every piece in the collection, Seve’s iconic silhouette sits discreetly behind the official Ryder Cup emblem — hidden when viewed from the outside, but close to the heart when the garment is worn.
A small detail carrying a much bigger story. Beneath every Ryder Cup emblem lives the heart of Seve.
A NEW CHAPTER
The Heart of SEVE marks the first chapter of our journey towards the 2027 Ryder Cup at Adare Manor — and the first of three Shield Collection releases planned in the build-up to the event.
This opening collection celebrates Seve the player: the heart and passion, the instinct, imagination and competitive fire that defined his golf and made him such an unforgettable figure in Ryder Cup history.
Across polos, midlayers and headwear, those ideas are brought into a collection designed for today’s game — with The Heart of SEVE hidden beneath the Ryder Cup emblem as a signature throughout.
Inspired by his story. Made to carry it forward.
Explore the Collection
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