Reebok partnering with Bryson DeChambeau to formalize its reintroduction into golf makes a lot of sense when considering the company’s legacy. The company worked with golf’s biggest star of the early 1990s, Greg Norman, in creating a line of apparel, licensing his “shark” logo to create the Greg Norman brand that still endures. Bryson DeChambeau’s brand is at its highest thanks to his social-media channels exploding and U.S. Open victory, and Reebok has zeroed in on DeChambeau as its next biggest bet in golf.

A long-term deal between Reebok and Bryson’s LIV franchise, the Crushers, was announced on Friday, designating the company as the official apparel and footwear sponsor of DeChambeau and his team. DeChambeau will debut some of the new Reebok product during the upcoming Showdown, pitting DeChambeau and fellow LIV star Brooks Koepka against PGA Tour stars Scottie Scheffler and Rory McIlroy on Dec. 17 at Shadow Creek.

RELATED: ‘I was wrong’: Brooks Koepka, Bryson DeChambeau open up on the evolution of their relationship ahead of The Showdown

“I’m incredibly excited to be partnering with Reebok Golf as their lead man. They’re not afraid of being a little bit irreverent, and I think that’s the cool piece about it,” DeChambeau told Golf Digest on our Loop podcast this week. “We’re looking to do something a little different in the golf market and modernize it.”

Jenna St Martin/Courtesy of Reebok

The partnership will include shoes and apparel for DeChambeau and the rest of his Crushers squad, consisting of Paul Casey, Charles Howell III and Anirban Lahiri. DeChambeau and his team is involved in the design and the conception of product, which excites the two-time U.S. Open champion and LIV star.

Reebook will launch a golf-specific shoe, part of its new Nano Golf collection, that will be available in March. Crushers team gear with the Reebok Golf logo will also be available, which will include the brand’s debut offerings in golf.

One of Reebok’s biggest moments in golf was John Daly winning the 1995 Open Championship at St. Andrews with his green Reebok logo printed big across his sweater. The brand hopes a reentry into golf as the sport is exploding worldwide will reestablish it as a major player in the game.

David Cannon

Signing the golf’s hottest personality is a great first step.

“Bryson has been a positive force in bringing golf to the forefront of sport culture, and we’re thrilled to continue the impact together and re-introduce Reebok Golf to a new athlete,” said Reebok CEO Todd Krinsky.

RELATED: Our day with the four biggest stars in golf

This article was originally published on golfdigest.com