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Rickie Fowler stars in the USGA's new "Play 9" commercial

As part of an ongoing effort by the golf industry to redefine what golf is -- be it nine holes, six holes, 18 holes, TopGolf or anything else -- the USGA is launching a new campaign with Rickie Fowler as its figurehead.

"Play 9" is a program that aims to break down golf's longstanding barriers of entry by showing how golf can feature prominently in people's life, even if 18 holes can't. That's where Fowler comes in. The advert, which will air during the U.S. Open, shows him squeezing in some golf even while zipping through a variety of other tasks. Like here, when he holes a putt, rips off his clothes and rides a dirt bike.


"I'm happy to join the USGA and American Express on Play 9' to encourage golfers to play a nine-hole round, especially if that's what's going to get them out onto the golf course to play more often."

Here's the full spot: