The brand has operated under the radar, but new marketing chief Paul Nugent envisions a more visible future.

Marketing will play a key role in Peter Millar’s future as it continues to position itself as more than just a golf brand. And Paul Nugent is the man who has been tasked with making that happen.

Chief marketing officer Nugent is relatively new to the company, having joined Peter Millar in May 2025 after serving as senior vice president of global brand marketing at Under Armour and vice president of global marketing for Umbro. The U.K.-born Nugent has also headed marketing for the Hey Dude brand.

With a background that straddles fashion and sports, he embraced the idea of joining Peter Millar to help the company achieve its goal of evolving from a golf label into a luxury lifestyle brand.

“It was really interesting to join a company that had such deep-rooted relationships within the golf world,” he said. “What came very naturally to Peter Millar was to foster those relationships and continue to grow. So when I came in, the task at hand wasn’t to increase awareness or brand affinity within the golf space. It was really to broaden the share of closet and to show that this brand has adaptability.”

He was the catalyst behind the recent signing of NFL star Christian McCaffrey to join the brand’s golf ambassadors.

With its golf ambassadors, Peter Millar still tends to focus on promoting its golfwear — with a few exceptions, such as an event in the Hamptons last year with Cameron Young where the PGA Tour pro showed up dressed in the brand’s lifestyle product.

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