There’s an undeniable spark about Viktor Hovland, the Norwegian golf star who keeps rewriting the record books with a grin that suggests he’s enjoying every minute of it. In 2020, he broke through as the first player from Norway to secure a PGA Tour victory.
By 2021, he’d already claimed a European Tour trophy, and then, with almost alarming efficiency, he lifted the FedEx Cup in 2023. All this before many of us could figure out how to swing without hooking the ball into next Tuesday.
But Hovland’s not just about piling up hardware—though he’s got a roomful at this point. Currently ranked eighth in the world, he’s making headlines again with his season opener at the Sentry in Hawaii.
This time, the buzz isn’t just about his swing; it’s about his fresh look, courtesy of J.Lindeberg’s new PS25 collection.
For more than five years, Hovland has teamed up with J.Lindeberg, a company as much about style as it is about performance. Balancing Scandinavian heritage with bold innovation, the brand has found a kindred spirit in the Norwegian phenom.
“I’ve been with J.Lindeberg for over five years and it’s always felt like a natural fit. It’s a brand with a deep Scandinavian heritage, that’s also famous for pushing boundaries through the mix of style and performance, and innovation and tradition, which resonates with me personally and professionally. Their vision and our shared values align with how I approach both golf and life,” Hovland says.
That sense of forward motion defines the partnership. J.Lindeberg’s designs are known for combining performance features with modern style, a blend that Hovland finds useful on and off the course. “Their versatile designs are a good fit into my daily routine.
I have a pretty active lifestyle, and whether I’m practising, competing or taking it easy, J.Lindeberg’s collections suit all aspects of my life,” he notes.
It’s also clear that fashion for Hovland is more than an afterthought—it’s a form of self-expression. “While performance is my focus, fashion allows me to express my personality.
It’s another way to show my mindset and style both on and off the course. J.Lindeberg’s designs let me feel prepared for anything, reflecting my approach to life and golf,” he explains.
The evolution of golf fashion is a topic close to Hovland’s heart, and he sees J.Lindeberg as a pioneer in modernizing the sport’s look.
“Fashion and sports are more connected than ever. In golf, what you wear is part of the game’s tradition and evolving style.
J.Lindeberg bridges the gap between classic and contemporary, contributing to this ongoing evolution. They were one of the very first to inject more bold style to the course and have kept on doing it for almost 30 years now,” he says.
Looking ahead, Hovland is optimistic about how this collaboration will continue to blossom. “I’m excited about the future and how we can continue to grow together, and I look forward to continuing to grow alongside J.Lindeberg.
Together, we find new ways of pushing boundaries and inspiring confidence in players who want to express themselves both on and off the course,” he says.
Hans-Christian Meyer, CEO of J.Lindeberg, believes Hovland’s influence and worldwide appeal are key ingredients in pushing the brand forward.
“Viktor has been a natural part of the J.Lindeberg family for years, and we couldn’t be more excited to continue this incredible partnership,” Meyer says.
“His achievements on the global stage and his ability to represent both the boldness of our brand and the essence of our Scandinavian heritage make him a true ambassador for what we stand for.
We look forward to pushing the boundaries of sport and style together in ways that redefine what’s possible on and off the course.”
From his stunning victories to his sharp sense of style, Viktor Hovland is emerging as a symbol of golf’s dynamic evolution—where peak performance meets effortless style.
And as he steps onto the fairways in Hawaii wearing the PS25 collection, it’s clear that this partnership is about much more than clothing.
It’s a statement of intent—one that shows exactly how high Hovland and J.Lindeberg are aiming, on and off the course.