Greg Norman, who spent more weeks atop the world rankings than any other golfer in the 1980s and 1990s, rocked Reebok on fairways for a stretch during his heyday.

The Great White Shark—soon to be LIV Golf’s de facto commissioner emeritus, as Scott O’Neil, a former NBA and NHL executive, assumes the helm of the breakaway golf circuit—once starred in a television spot for the golf version of the iconic Reebok Pump. In the ad, Norman threw shade at Curtis Strange, quipping “Oh, and Curtis don’t be so strange—pump up and air out,” before theatrically dropping a cleat meant to represent his rival on the ground.

So, it’s fitting that Reebok—rolling back into the performance golf vertical after nearly two decades—has chosen the biggest star in the league Norman helped launch. Bryson DeChambeau and his LIV Golf squad, Crushers GC, have signed a long-term partnership deal with the Boston-based footwear and clothing brand owned by Authentic Brands Group.

Bryson and the whole Crushers crew—Paul Casey, Charles Howell III, and Anirban Lahiri—will be kitted out in Reebok kicks and togs. The line includes outerwear and pants with logoed team wear as well as their new Nano Golf shoe, all of which will be available for purchase in March 2025. DeChambeau will debut the product on-course during next week’s Crypto.com Showdown Dec. 17 (6 p.m. ET, TNT) where he and fellow LIV circuit mate Koepka take on PGA Tour stars Scottie Scheffler and Rory McIlroy.

“I’m proud to partner with Reebok to usher in the brand’s return to golf. When looking for a partner for Crushers GC, we wanted to find a brand that aligns with our vision for golf’s future and has the ability to increase visibility of the game around the world, and Reebok was the perfect fit,” said Crushers GC captain, Bryson DeChambeau.

“With a great legacy in disrupting sport culture, I’m excited to see what we can do together to push the sport of golf to new heights,” he added.

Reebok CEO Todd Krinsky sees the move into golf as a key step in the brand’s broader strategy to reclaim its status as a major player across the sports spectrum.

“Reebok’s return to performance golf is the latest tentpole in our long-term strategy to return to our rightful place in sport and sport culture. It’s incredible to see golf’s popularity continue to skyrocket and we’re thrilled to re-enter the category at such a pivotal time, one where we can help share the future of golf culture for a new generation of athletes,” Krinsky said.

While DeChambeau, who won the U.S. Open this season, is one of the biggest names in golf, his appeal goes well beyond his prowess inside-the-ropes. Bryson has minted thousands of new fans with his Break 50 YouTube show, where the two-time major winner plays a scramble with a guest—a list that has included Tom Brady and President-elect Trump in an episode that garnered over 13 million views. More recently on Instagram and TikTok, his daily attempts to hit a hole-in-one over his mostly glass Texas house onto his backyard putting green—eventually succeeding on his fourteenth shot on Day 16—have further buoyed his online clout.

“Bryson’s social media presence and fresh approach to content creation is something that we admire and are eager to tap into within this partnership,” Krinsky said.

“We see great opportunity to leverage Bryson’s expertise to develop content created directly by him for Reebok marketing efforts.”