New golf lifestyle brand turns bad shots, good friends and an unlikely connection into a brand built for golfers who don’t take themselves, or their scorecards, too seriously.
GRAND RAPIDS, MI – Golf can be beautiful.
It can also be really, really ugly.
The shank into the woods. The three-putt. The drive that somehow finds the other fairway. The round where nothing works, except the laughs, the people you’re playing with and the realization that you’re still lucky enough to be out there.
That’s the golfer Ugly Rabbit Golf was built for.
The new golf apparel and lifestyle brand founded by Tim Havens, Chief Brand Officer and Brian Darling, CEO, officially launched its online shop September 27, following the inaugural Ugly Rabbit Golf Outing at Morrison Lake Golf Club in Saranac, Michigan, on September 26.
The inaugural outing brought 32 golfers together for an afternoon that offered a fitting introduction to the brand itself: good golf was welcome, but a good time was the priority.
Its philosophy fits comfortably into four words:
Play Ugly. Have Fun.
“Life can be ugly. Golf is ugly. How do you deal with the challenges? How do you deal with adversity? How do you find the fun or the silver lining in the trials?” said Darling. “You’re going to hit bad shots. What do you do when you’re done with it? Next one.”
That philosophy may now have a name and a logo, but the idea behind Ugly Rabbit started with Havens.
A designer with a seemingly endless stream of apparel concepts, Havens had been developing the foundation for a golf brand that felt playful, bold and recognizable rather than another overly serious golf label. He called it Ugly Rabbit.
What he didn’t have yet was an actual “Rabbit.”
That part of the story starts, appropriately enough, nowhere near a golf course.
Darling, an IT operations professional by day, longtime golfer and self-described people person, had earned the nickname “Rabbit” inside an online stock-trading community through a running joke that began when another member responded “Roger” to one of his messages. Darling replied that his name was Brian.
The response: Nope. You’ve got a new name.
Sure enough, Roger became Rabbit. And Rabbit stuck.
Not long after, Darling saw Havens post a blue rabbit-patterned golf polo on LinkedIn. Obviously, Darling wanted one.
What Darling discovered was that the shirt was part of the concept Havens had already been building. Havens had the idea and creative direction. Darling already happened to be “The Rabbit.”
Naturally, a conversation followed.
“By the end of the Google Meet, we were partners,” Darling said.
Sometimes business plans are carefully engineered. Sometimes the rabbit just shows up.
BUILT FOR THE REST OF US
Ugly Rabbit enters a golf apparel market filled with premium labels, but Havens and Darling aren’t interested in competing over who can take golf most seriously. They’re building for the golfer who loves the game without needing the game to define them.
The weekend player. The municipal-course regular. The buddy-trip golfer. The parent squeezing in 18 holes when life allows it. The player who may never threaten par but absolutely knows how to have a great Saturday.
“If you’re not playing golf for a living, you’re playing it for recreation,” Darling said. “It’s supposed to be fun. Don’t let a bad shot or some adversity ruin your day, your time with your friends or your time outdoors.”
The personality may be irreverent, but the founders aren’t treating the product itself as a joke.
Ugly Rabbit’s polos pair the brand’s distinctive rabbit-driven designs with moisture-wicking fabric, breathable ventilation, 4-way stretch and UPF 50 protection. Made from an 88% polyester and 12% spandex blend, the performance details were intentional from the beginning. The initial collection also includes headwear, with additional products and a women’s collection in development.
For Havens, that balance between personality and product is important. Ugly Rabbit can have fun with golf without treating what it makes as an afterthought.
“I could probably come up with 50 new designs a day if Brian let me,” said Havens. “He’s usually the one reminding me that we actually have to sell them. That balance works for us. I get to push the creative side, Brian pushes the business side, and somewhere in the middle is Ugly Rabbit.”
Unlike brands conceived in a conference room and introduced after months of carefully orchestrated buildup, Ugly Rabbit has been developing largely in public. Havens remains the creative force behind the brand, while Darling has taken the concept and run with its business development, relationships and public-facing growth.
Together, that balance helped move Ugly Rabbit from an idea to its first inventory in a matter of months, fueled largely by the founders themselves and early enthusiasm from golfers who encountered the brand before its official launch.
RELATIONSHIPS BEFORE TRANSACTIONS
The unconventional way Ugly Rabbit came together has also influenced how the founders want it to grow.
Instead of treating every interaction as a sales opportunity, Darling sees relationships with golfers, creators, courses and complementary emerging brands as part of the foundation for what comes next.
“You can have a great product, but this thing is going to be built on the back of the relationships that we build,” Darling said. “The product will only take you so far. It’s who you know. It’s who you can talk to. It’s about being relatable.”
That approach is already creating opportunities.
Before today’s official launch, Ugly Rabbit had begun conversations around creator collaborations, podcast appearances, events and potential relationships with complementary direct-to-consumer golf companies.
The thinking is straightforward: find brands speaking to the same golfer without competing for the same sale, then figure out how both companies can help one another.
It’s an approach that fits a company that itself came together through a relationship rather than a traditional business plan. And while the opportunities surrounding Ugly Rabbit are growing quickly, the founders keep returning to the same reason the company exists in the first place.
Golf is supposed to be fun.
“I’m having so much fun doing this,” Darling said. “If I can talk to people about Ugly Rabbit, how it got started and what we’re trying to build all day long, I would. I want to make Ugly Rabbit mainstream.”
With 32 golfers gathered at Morrison Lake Golf Club for its inaugural outing, Ugly Rabbit officially put that philosophy into practice. The first chapter started exactly where it should have, on a golf course, surrounded by people having a good time.
ABOUT UGLY RABBIT GOLF
Ugly Rabbit Golf is a golf apparel and lifestyle brand built around a simple idea: golf doesn’t have to be perfect to be worth playing. Founded by Tim Havens and Brian Darling, Ugly Rabbit combines bold, recognizable designs, performance-focused apparel and an unapologetically fun approach to the game. Created for golfers of every skill level who would rather enjoy the round than obsess over the scorecard, the brand encourages golfers everywhere to Play Ugly. Have Fun.
The company’s initial collection includes performance golf polos and headwear, with additional apparel, including a women’s line, and product categories in development.
Website: UglyRabbitGolf.com
Instagram: @uglyrabbitgolf
MEDIA CONTACT
Meredith Otero
Founder & Strategic Advisor
MET Marketing & Media
meredith@metmarketingllc.com
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