How Rickie Fowler’s hat at The Sentry is giving back to Maui wildfire relief

In August 2023, wildfires in Maui killed over 100 people, leaving thousands more displaced and causing an estimated $5 billion in damages. The community and natural life are still recovering from the disaster, and a collaboration between Puma, Rickie Fowler, and Maui artist Wailani Artates looks to raise awareness and funds to support the ongoing healing and rebuilding in Maui and the hard-hit town of Lahaina. Fowler has been wearing the limited edition hat during this week’s tournament, The Sentry at Maui’s Plantation Course at Kapalua. The hat is since sold out, but proceeds for the tropical cap went to the Maui United Way and Lahainaluna High School. We're keeping an eye out for a restock, but Puma is still directing donations to the Maui United Way.

The snapback features a white backing with a prominent brick red “L” design honoring the 30-foot hillside letter, said to be one of the first of its kind, cleared and created by Lahainaluna High School students back in 1904 that is still visible today (it’s even lit up during graduation ceremonies). The design also features breezy, hand-painted watercolor breadfruit trees, whose green fruits could once be seen on all elevations across the island and now have been decimated but are slowly—a sign of hope and resilience—coming back to life. Another element of the design, if you look closely, is the slightly camouflaged lime green lizard, a representation of the healing Hawaiian deity, Kihawahine.

Proceeds from the hat will support ongoing restoration and humanitarian efforts in the area. Fowler will also hand out signed hats and meet with local children and community members. You can also support the cause directly, and read more, at Maui United Way.

“We are honored to work with Rickie to help raise money for the Lahaina community,” Grant Knudson, Puma Golf’s vice president of product and marketing said. “Rickie has expressed his love for Maui and feels a connection here. We wanted to help by doing something to contribute positively to people affected by the fires.”