Viktor Hovland, Norway’s golfing trailblazer, has a talent for making history. In 2020, he turned heads as the first Norwegian to claim a PGA Tour victory, and by 2021, he was raising a European Tour trophy, showing no signs of slowing down.
Capping off an incredible few years, Viktor Hovland clinched the prestigious FedEx Cup in 2023, solidifying his status among golf’s greats.
Now, ranked eighth in the world, Hovland is turning heads once again—this time by kicking off the season at the Sentry in Hawaii wearing J.Lindeberg’s innovative PS25 collection.
For over five years, Viktor Hovland has been closely tied to J.Lindeberg, watching the brand masterfully merge its Scandinavian heritage with cutting-edge style and top-tier performance.
“I’ve been with J.Lindeberg for over five years and it’s always felt like a natural fit,” Hovland says.
“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.”
For Viktor Hovland, representing a brand that thrives on combining precision with bold design feels like a perfect fit.
“Representing J.Lindeberg means being part of a brand that values both heritage and forward-thinking design,” he explains.
“Their dedication to precision and pushing boundaries mirrors the way I approach my game, so it’s a partnership that feels both authentic and meaningful.”
As golf apparel evolves at a rapid pace, Hovland views this renewed partnership as an opportunity to keep pushing boundaries.
“I’ve always valued authenticity and quality in everything I do. Staying true to myself while continuously improving is key, and J.Lindeberg shares that same philosophy,” he says.
“Their innovative designs and bold vision align with my focus on precision and pushing limits on and off the course.”
That blend of fashion and function extends effortlessly into his everyday wardrobe.
With an active lifestyle that involves training sessions, travel, and the occasional downtime, Hovland’s found the versatility of J.Lindeberg’s pieces especially useful.
“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.
Fashion, for Hovland, is more than just appearance; 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,” he says.
“J.Lindeberg’s designs let me feel prepared for anything, reflecting my approach to life and golf.”
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,” he explains.
“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.”
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,” he says.
“Together, we find new ways of pushing boundaries and inspiring confidence in players who want to express themselves both on and off the course.”
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 with 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.
