apparel

Jonas Mårtensson is the general manager of Cleeks Golf Club, a LIV Golf team, after previously leading Mojang Studios, the company behind Minecraft, which Microsoft acquired for .5 billion in 2014. He enjoys his current role more than his time with Minecraft, appreciating the smaller team dynamic and the opportunity to refresh the Cleeks brand. Mårtensson has initiated a brand revamp with design firm AKQA and adopted the tagline “tradition refreshed” to honor golf’s heritage while appealing to new fans. Collaborations with Public Drip and designer Martin Key are part of this strategy, along with a future partnership with The Rookies, a platform for emerging digital artists. Mårtensson aims for the Cleeks logo to achieve cultural significance similar to iconic logos in sports and emphasizes the importance of building a community around the brand. The team currently ranks 12th in standings, but Mårtensson focuses on long-term brand development and consistency. He engages with fans through events, akin to beta testing in gaming, to gather insights for brand building. The team recently added Frederik Kjettrup to the roster, prioritizing personality compatibility alongside performance. Mårtensson envisions achieving cultural relevance and winning trophies in the next five years.