🏙️ B.C. underwear maker Saxx literally links up

The local brand boasts (golf) ball betterment, plus seven other must-reads.

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“I guess this is what it’s like to be a Netflix star and an underwear model,” Geno Bonnalie joked of his recent fame in an email to Vancouver Tech Journal. The PGA Tour caddie has been the highlight of a pair of releases lately. First was the widely popular Netflix documentary Full Swing. Next was a linkup with B.C.-based underwear brand Saxx:

In an innuendo-laden press release, the company announced the endorsement deal with professional caddies Bonnalie, Aaron Flener, John Limanti, and Joel Stock. Since its inception in 2006, Saxx has mastered the art of ball security with its patented BallPark Pouch: men’s underwear with a built-in “hammock.” 

Given that caddies are experts at safeguarding their players' golf balls, the partnership is a meeting of minds when it comes to ball care, the company quipped. "There are obviously fun synergies at play with this partnership, but my favourite aspect is that we're able to recognize professional caddies for the vital role they play on the course," Wendy Bennison, Saxx’s CEO, said. "It's exciting to know that our underwear will be worn by some of the best at their craft in the biggest moments of the golf season."

It also marks the first significant apparel agreement with multiple caddies, including — of course — Bonnalie. “If you know anything about me, I’m pretty cheap when it comes to spending money,” he admitted. “So, I’ve probably had the same underwear for… I don’t even know how long. Safe to say, I was pumped to replace all my old underwear with Saxx. I don’t think I can go back to anything else now.” 

Saxx called caddies the "unsung heroes of professional golf,” a moniker that Bonnalie wouldn’t use autobiographically. “I’m not sure if I’d call myself an ‘unsung hero,’” he reflected, “but it’s cool that Saxx is recognizing caddies for the important role they play. Hopefully, this partnership helps shed light on our job — because, at the end of the day, we take a lot of pride in what we do.”

Bonnalie also shared that the brand approached him earlier this year to get the balls (sorry) rolling on the partnership. At the marquee Phoenix Open tournament held every February, he then had a chance to meet some of the Saxx team. The deal took off from there. Yet, the awareness of ball wellbeing existed off the course for Bonnalie prior to that discussion, too. 

Bonnalie has caddied for pro Joel Dahmen for the entirety of his career. In 2018, Dahmen was diagnosed with testicular cancer. For its part, Saxx has committed to donate $100 to the Testicular Cancer Foundation for every birdie made by the caddies' players during the remainder of the professional golf season.

"I'm fired up to be working with Saxx," Bonnalie said. "Not only did they level up my underwear game, but they're supporting a cause that's close to home for many people, including myself. Here we go, Joel… birdies for balls!" B.C.-based brands for balls! could also be the rallying cry. 

Now, onto your daily briefing.