Uniqlo, a Japanese retail company, made its golf debut in April, when the company sponsored the very marketable Adam Scott—Australia’s top ranked golfer, currently No. 3 in the world. The sponsorship announcement came in perfect timing, for, not one week later, people all around the world watched the Aussie, who was donned in Uniqlo’s clothing, as he achieved his first major victory during a sudden death playoff in golf’s biggest stage: the Masters. Adam Scott, of course, wasn’t the only winner at Augusta; Uniqlo’s logo got plenty of airtime, with viewership peaking at 13.4 million. The company made sure they took advantage of what was perhaps their biggest marketing boost this year, as they further advertised their clothing through videos and interviews with Adam’s help.

Luck may have played a part in Uniqlo’s huge marketing success, but their move into golf was, without a doubt, a great strategy. The retailer’s simple, stylish clothing, targeted to people of all ages, aligns with the values of the classy sport that can be played by an 8 or 88 year old. More importantly, golf had given Uniqlo an enormous new customer segment, providing aid to the company in its quest for global brand awareness.