Ashworth was looking for ideas that would breath live into the brand. The idea of Reel Life was born. The idea was to showcase the Life of Ashworth Golfers outside the course. Ashworth would dive a little deeper into their personal life and give fans a look into the "reel" everyday life of some of their favorite golfers. Getting to know an athlete at a personal level would create a stronger attachment to the golfer and the Ashworth Brand.