The Finnish Long Drink and PGA Golfer Joel Dahmen Go Briefs-In for Charity Challenge

PGA Tour vet Joel Dahmen and The Finnish Long Drink have come together for a stunt they hope will have golf fans everywhere taking their pants off - for a cause. Joel, a featured star on Netflix’s ‘Full Swing’ and testicular cancer survivor, has joined forces with The Long Drink to raise funds for cancer research and early screening services.

In the effort, fans are asked to embrace kalsarikännit (or pants-drunk), the Finnish tradition of relaxing with a beer - without pants on. Fans who take a picture with the hashtag #pantsdrunkforcancer will be entered, and The Finnish Long Drink will donate $10 per post, up to $250,000 in funds towards the cause. 

Joel, who’s no stranger to good-natured antics (or pulling clothes off) is most known for taking his shirt off on the 16th green at 2022’s PGA Waste Management Phoenix Open. Serving as the stunts-person for this charity push deepens the brand’s connection to professional golf - PGA Tour star Rickie Fowler is an investor in the brand.

In a statement, Joel said, “I couldn't unzip fast enough when The Long Drink approached me. I've already taken my shirt off, so I didn't have to think twice about getting out of my pants to raise much-needed funds for cancer research. We all take our pants off at the end of the day anyway, so why not grab a Long Drink and get #pantsdrunkforcancer?”

The Finnish Long Drink is a growing name in the US, as the unique citrus-infused liquor is available in 43 states and, as of last year, has sold more than one million cases. Funds throughout the month, which coincides with National Men’s Health Month, will go to support the Dahmen Family Foundation which supports cancer patients and their families.

The brand’s CMO Kyle Bradshaw, said of working with Joel, “We've been big fans of Joel's for some time now. His refreshing, fun-loving personality is a perfect reflection of our brand, so when the opportunity came up to partner with him, it was a no-brainer. Given our Finnish heritage and the longstanding tradition of kalsarikännit aka pantsdrunk - which is drinking at home in your underwear - coupled with Joel's personal story as a survivor of testicular cancer, we saw a seamless tie to drive awareness to a cause that's close to Joel's heart with an audience that typically does not put proactive self-care at the top of their priority list."

Added Rob Lewis, co-founder and head of creative at Good Conduct, the Denver-based ad and content agency behind the campaign: “Creatively we’re always looking for something cultural to lean into. With Joel, golf fans love him for creating this viral moment where he took his shirt off at a pro golf event last year. So strategically we wanted to build on that. Since he took a little heat from the “establishment” for his shirt-off shenanigans, we wanted to show that Joel has learned his lesson, and now will now only be taking his clothes off for a good cause.”