The USGA has unveiled its new U.S. Open brand platform – ‘From Many, One’ – as part of the organization’s ongoing commitment to invest in the U.S. Open and elevate the championship experience for players and fans.

What to expect from the ‘From Many, One’ Brand Platform.

The USGA’s social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work and determination.

Fans attending this year’s U.S. Open Championship at Winged Foot will be immersed in the brand campaign, with the USGA planning on an “integrated approach to showcasing the championship as a glory-filled spectacle that the world is invited to see, feel and experience.”

Speaking on the ‘From Many, One’ brand platform, Mike Davis, CEO of the USGA said

“The U.S. Open is more than a golf event, it’s more than a test or evaluation, it’s an experience that brings people together to share in the electricity that comes from players pushing themselves beyond their limits to achieve their dreams. 

The brand platform will be the perfect vehicle to share the story of the U.S. Open, a celebration of the accomplishments of the players who compete for the championship and everyone who makes the event so special.”

Television and digital video viewers will be provided with multiple ad spots throughout the U.S. Open qualifying process, which begins in April.

Golf fans will also get the chance to see a new series titled “From the Many: The U.S. Open Is…” featuring amateur golfers discussing their qualifying stories and the path that the “many” will take to get there. 

Vignettes featuring Jack Nicklaus, Tom Watson and Tiger Woods, among others, highlight a series titled “From the Ones: The U.S. Open is…” which will showcase past champions as they reflect on the significance of the U.S. Open and the moment that they became the “one.”

A preview of the brand campaign dropped earlier this year with the airing of a 15-second U.S. Open tune-in advertisement featuring actor Don Cheadle. Oscar-nominated Cheadle, who serves as a U.S. Open brand ambassador, will continue to voice a variety of video content, including multiple U.S. Open brand television spots running up to the event – including the first: ‘E Pluribus Unum, Baby’

The brand will also feature on print and digital platforms which, per the USGA, will contain “a competitive and gritty aesthetic and take on a sharp and witty tone.”

How was the concept created?

The brand platform was developed in partnership with Culver City, Calif.-based Zambezi. A new take on the motto ‘E Pluribus Unum’, through ‘From Many, One’ the USGA will celebrate the nearly 10,000 golfers who will try to qualify for the championship, the 156 who will play, and the one who will be crowned U.S. Open champion.

The premise ‘From Many, One’ was first seen at the U.S. Open back in 1895 in the first-ever edition of the championship, and speaking on the re-newed brand platform, Gavin Lester, the chief creative officer of Zambezi said

“’From Many, One’ will extend far beyond television commercials, print and digital advertising as fans begin to “live the brand” through the U.S. Open. USGA social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work, grit and determination.”

In creating the brand platform, the USGA engaged key stakeholders, players, fans, media members, partners, representatives of host sites and volunteers and asked them to share their thoughts on what makes the U.S. Open a one-of-a-kind major championship. 

According to the governing body, for many, the answer was that the uniqueness of the event came down to the “open” nature of the championship, as well as “the grit and determination it takes to become a U.S. Open champion and the triumph of the human spirit” – allowing for the creation of ‘From Many, One’.

Tickets for the 2020 U.S. Open Championship, which takes place from June 15-21 at Winged Foot Golf Club, in Mamaroneck, N.Y., can be found at usopen.com.