Golf has long been a game of discipline, tradition, and precision—but now, it’s also a canvas. On April 2, as the 2025 LIV Golf season teed off in Miami, – Cleeks Golf Club, Europe’s LIV Golf team captained by two-time Major Champion Martin Kaymer, partnered with renowned Swedish mixed-media artist Jacob Felländer to unveil Read Between the Lines—an engaging art experience curated by Marcella Novela that explores how the sport can blend with creativity in new, unexpected ways. The showcase was held at Superblue Miami, a 50,000-square-foot venue dedicated to experiential art displays by world-renowned artists.
This alliance marked the beginning of an exciting shift within LIV Golf. At the center of this project was a standout piece representing the 2025 LIV Golf League journey. A striking image, fusing elements of every host city on the season’s schedule, with Miami taking a leading role as the event’s launch location. The piece evolved beyond a static installation into a dynamic, ongoing experience, capturing the synergy between art and sport. The installation transcended visual appeal; it made a bold statement about transforming the way golf is perceived and celebrated.
“This wasn’t just a partnership; it represented the start of something new for LIV Golf,” said Jonas Mårtensson, General Manager of Cleeks GC. “With Jacob Felländer and LIV Golf, we’re breaking away from tradition and inviting a fresh perspective on golf.”
Through this joint effort, LIV Golf showcased its dedication to innovation, pushing the boundaries of what golf can mean in today’s world. Cleeks GC brought its deep passion for art, while LIV Golf provided the global stage to amplify this creative vision. The result was a redefinition of the sport—not merely about precision, but also as an evocative and culturally rich journey.
At the heart of the exhibition was Jacob Felländer’s work, known for seamlessly combining photography, painting, virtual reality, and augmented reality. His artistic approach, much like golf, captures movement, layers, and perspective. Having played golf at Flagler College, Felländer brings a unique understanding of the sport’s discipline, which he integrates into his art, demonstrating that both golf and art are ultimately about perspective, possibility, and play.
“Art, like golf, is an adventure,” says Felländer. “You can’t predict where it will take you. This endeavor is about advancing the game, inspiring future generations, and making the sport more inclusive—proving that golf, like art, is all about perspective and possibility.”
Alongside the hero piece, the exhibition featured a custom-designed golf bag, created with Felländer. On April 5th, Martin Kaymer, Cleeks GC captain and two-time major champion, competed using the unique, paint-wrapped bag—a striking symbol of the alliance’s shared artistic vision. Off the course, guests had the opportunity to engage with the Cleeks Garden Party, an exclusive experience near the 18th green. This hospitality space blended golf, art, and culture, with live music, interactive installations, and a live art performance by Felländer. During this performance, he hand-painted Kaymer’s golf bag, offering fans an intimate look at the creative process.
“While we [at Cleeks] are conscious that we’re disrupting the norm, we encourage others to join us in viewing the world through a different lens and challenging convention,” says Kaymer.
The partnership between Cleeks Golf Club and LIV Golf is about much more than merging sports and art; it reflects a deeper vision. The name Cleeks, drawn from a traditional long iron golf club, symbolizes a bridge between golf’s storied past and its evolving future. Cleeks GC embraces both the legacy and the innovation of the game, creating a brand that is timeless yet contemporary. This philosophy—Tradition Refreshed—was further reflected in their 2025 campaign, which also included a collaboration with Martin Key to produce a limited edition collection of luxury weekend bags, underscoring the intersection of entertainment, sport, and culture.
Cleeks GC, LIV Golf, and Jacob Felländer have written a new chapter in golf’s history, celebrating its heritage while also paving the way for its future through art and innovation. It’s not just a game; it’s an art form in motion—and this is just the beginning.
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Photo Gallery: (Photo by World Red Eye/LIV Golf)
