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Boy Pluto, the Indianapolis based brand’s mascot tees off
Pluto Golf
Although Indianapolis is primarily recognized for its motorsports and basketball heritage, a new narrative is emerging in the realm of golf. The city is home to Brickyard Crossing, an iconic golf course that features four holes within the famous Indianapolis Motor Speedway. While basketball legends like Larry Bird and rising star Caitlin Clark dominate the local sports scene, Quentin Purtee and Leen Dhillon, founders of Pluto Golf, are on a mission to carve out a distinct space for golf in their city. Their goal? To create a brand that resonates with sneaker enthusiasts while also championing local creative talent.
A Friendship Born from Style
Pursuing their shared passion, Purtee and Dhillon formed an immediate bond as freshmen at Indiana University in Bloomington. Their camaraderie ignited when they discovered they were essentially dressed alike.
“During our first week, we spotted each other in clothes unlike what you’d typically see in Indiana—think Supreme, Bape, and Jordans,” recalled Purtee. “This was back in 2012, right at the height of that scene. I was really into streetwear and sneakers.”
What initially started as a casual interest blossomed into an all-consuming obsession. The pair excitedly discussed everything from the intricate designs of Nike SB Dunks to the iconic shoes worn by legends such as Kobe Bryant and Allen Iverson. Their level of enthusiasm for sneaker culture rivaled that of art enthusiasts passionately analyzing masterpieces.
Purtee often jokes about Dhillon’s extensive sneaker collection, illustrating the disparity in their passions. “Leen once joked that he had $100,000 worth of sneakers while having only $500 in his account,” he shared. “While I had about 15-20 pairs, he had over 200!”
Though exaggerated, Dhillon acknowledges the financial strain his hobby placed on him. As a teenager, he was driven to break into the footwear industry, landing his dream role at 16 when Nike’s House of Hoops opened in Indianapolis.
“Looking back, it was a monumental experience,” Dhillon reflected. “I gained insight into the retail side of sneakers, learning about insoles, shoe sizes, and buyer preferences—all of which parallels our approach to Pluto Golf.”
Despite their shared passion for high-end sneakers, both co-founders started from humble beginnings, eschewing financial support from their families. “We came from modest means, fueled solely by ambition,” Purtee stated. “We were determined to escape our circumstances, which eventually led to the inception of Pluto Golf.”
Upon graduation, both gravitated toward tech sales. While Purtee ventured to L.A. for companies like PatientPop and ServiceTitan, Dhillon honed his skills at Angie’s List and Salesforce, later starting his own roofing company. Once they secured sufficient funding, they shifted gears to launch their vision in golf fashion.
With a branding strategy akin to Eastside Golf, Pluto’s Boy Pluto logo marries urban street style with golf culture, manifesting in spikeless shoes that excel on both the fairway and skatepark. Pluto Golf is rapidly transforming into a holistic apparel brand, with their latest offering including rain gear.
“Our competition isn’t other brands making breathable polos,” Purtee clarified. “We’re focused on a unique perspective. We’re not just another golf brand; we’re our own target audience.”
“Our mission isn’t to impress fashion moguls but to create clothing we genuinely love and want to share with our friends,” he added, allowing for a broader creative range.
As they seek to establish their identity, Pluto Golf is increasingly emphasizing storytelling and creative engagement. They’ve connected with a diverse array of influencers—including Hood Hood Golf, Zion Wright, Sushiboy Mexico, and PGA Tour Americas player Noah Gillard—who align with Pluto’s ethos. Celebrities like retired NFL star Victor Cruz and actor Ross Butler have also championed the brand.
Direct Engagement with Influencers
Recognizing the necessity of authentic relationships, Pluto Golf decided to approach influencers without intermediaries, preserving their marketing budget while building genuine connections.
“A PR agency proposed a $7,500 monthly retainer, which was prohibitive,” Purtee noted. “Instead, we wanted to create a brand that naturally attracts partnerships.”
“Focus on what excites you and your friends,” he advised. “If your passion shines through, authentic collaborations will come.”
According to Dhillon, their sales backgrounds instilled the confidence to initiate genuine outreach. “Approaching new people and cultivating authentic bonds is crucial,” he stated.
After navigating the complexities of working with external agencies, they became convinced that avoiding these intermediaries was more beneficial for their growth. “Bootstrapping means increasing your DIY efforts for long-term gain,” Dhillon explained, emphasizing the clarity and efficiency direct communication brings.
“Agencies can often obscure the communication process, and it’s easy to become sidelined,” Dhillon warned. “They sometimes protect their interests at the expense of fostering genuine relationships.”
By cultivating direct communication channels, they’ve established more authentic partnerships. “Transparency is key,” Purtee underscored. “Keeping our collaborators informed has fostered excitement about future prospects.”
However, it’s worth noting that the grind for outreach takes dedication: “It often requires weekend and evening work. While others may relax, we’re focused on growth.”
Though their approach hasn’t yet sparked a viral sensation, steady progress is evident. “It’s less about singular moments and more about a cumulative impact,” he remarked.
Pluto Golf is not merely a hobby; it represents a bold ambition. They aspire to elevate beyond the boundaries of golf fashion, confident that their focus on style, storytelling, and relentless determination will allow them to emerge as a significant player in the industry.
While Pluto Golf may currently hold a lesser position in the golf apparel market, its trajectory indicates a bright future. With vision and ambition, Purtee and Dhillon are betting that their unique blend of innovation can propel them to new heights.
Source
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