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5 Ways 'Make Par Not War' Transformed A Classic Slogan Into A Global Charity Movement

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The mantra "Make Par Not War" is more than just a clever play on words for golf enthusiasts; as of December 23, 2025, it represents a significant, ongoing movement that channels the spirit of peace into tangible charitable action. This phrase, which has become a powerful tagline for a major golf lifestyle brand, has successfully blended the tranquility of the golf course with a commitment to addressing global conflict and supporting those who serve. It's an ethos that proves the pursuit of a good score can also be a pursuit of a better world.

Far from being a fleeting trend, the slogan has rooted itself in the golf community, symbolizing a philosophy of inner peace and external generosity. The campaign has recently gained significant traction by mobilizing the golf industry to respond to critical international events, most notably by raising funds for Ukraine relief, all while supporting vital domestic causes like veteran rehabilitation through service dogs. This is the definitive guide to the movement, its origins, and the real-world impact it is making today.

The Surprising Origins of the 'Make Par Not War' Mantra

The phrase "Make Par Not War" is a direct, witty adaptation of one of the most iconic anti-war slogans in history: "Make Love Not War."

From 1960s Counterculture to the Golf Course

The original "Make Love Not War" slogan emerged prominently during the American counterculture movement of the 1960s, primarily as a protest against the Vietnam War. It promoted peace and love as alternatives to conflict and violence, encapsulating the anti-war sentiment of a generation.

The golf-centric adaptation, "Make Par Not War," takes this powerful message and reframes it for the modern sporting context. In golf, "making par" means achieving the expected score for a hole, representing a standard of success, consistency, and control. The phrase thus becomes a call to focus on personal excellence and peaceful competition rather than conflict.

A Philosophy of Inner Peace

For the golf apparel company Linksoul, which has championed the phrase, the meaning runs even deeper. Co-founder John Ashworth and the Linksoul team view the slogan as a philosophy of self-improvement and inner harmony. The phrase is interpreted as "do your best even in yourself…not making war within yourself. Just trying to do your best," turning the golf course into a metaphor for life's internal struggles. This spiritual component is central to the brand's identity, which is based on the Latin phrase Tempus Fugit, meaning "Time Flies".

  • Original Slogan: Make Love Not War (Anti-Vietnam War movement).
  • Golf Adaptation: Make Par Not War (Focus on precision, peace, and competition).
  • Deeper Meaning: Not making "war within yourself," striving for personal best.

Linksoul: A Brand Woven into the Movement

The "Make Par Not War" mantra is inextricably linked to Linksoul, a golf lifestyle brand founded by industry veteran John Ashworth and Geoff Cunningham in Oceanside, California. The brand is described as "more a philosophy than a brand," embodying a commitment to community, collaboration, and using golf as a platform for positive change.

The Founders and the Ethos

John Ashworth, who previously launched the iconic Ashworth brand in 1987, established Linksoul in 2012 with a vision for a clothing company that reflected a broader life philosophy. Along with co-founder Geoff Cunningham and CEO Fitzhugh, they created a brand centered on the idea of golf as a connection—to nature, to friends, and to a higher purpose.

The slogan is not just printed on a T-shirt; it is the core logo and a guiding principle for their business model: using golf apparel for good.

How Golf is Making a Real-World Impact

The true power of the "Make Par Not War" campaign lies in its conversion of a simple phrase into a significant fundraising engine for multiple, high-impact charities. By leveraging the golf community's generosity, Linksoul has supported causes ranging from international humanitarian aid to veteran rehabilitation.

Supporting Ukraine Relief Efforts

In response to the ongoing conflict in Eastern Europe, Linksoul launched a specific "Make Par Not War" collection featuring the blue and yellow colors of the Ukrainian flag. This initiative was a direct, immediate effort to provide humanitarian assistance. All proceeds from these custom T-shirts and related apparel were directed toward Ukraine relief, demonstrating how a golf company could quickly mobilize its resources for a global crisis.

This campaign resonated deeply with golfers who wanted a tangible way to contribute to peace and aid, turning golf wear into a symbol of international solidarity.

Warrior Canine Connection (WCC) Partnership

A long-standing and crucial pillar of the "Make Par Not War" initiative is the partnership with the Warrior Canine Connection (WCC). WCC is a non-profit organization that utilizes a unique Mission Based Trauma Recovery (MBTR) model. This program engages recovering Service Members and Veterans in the therapeutic process of training service dogs for their fellow veterans.

Linksoul’s contributions from the "Make Par Not War" collection directly support WCC's mission, aiding veterans struggling with Post-Traumatic Stress Disorder (PTSD) and Traumatic Brain Injury (TBI). This collaboration connects the golf community to the profound needs of those who have served, providing highly trained service dogs as a path to recovery.

Other Notable Charity Engagements

The umbrella of "Make Par Not War" extends to other vital organizations, solidifying its commitment to using golf for good:

  • City of Hope: Linksoul has partnered on initiatives to support City of Hope, a leading cancer research and treatment institution.
  • Youth on Course: The brand has also supported organizations like Youth on Course, which provides young people with access to affordable golf, promoting the sport's positive values.

The Lasting Legacy of the Mantra

The success of "Make Par Not War" demonstrates a powerful shift in the golf industry: the integration of lifestyle, philosophy, and social responsibility. It has become a rallying cry for a community that seeks to define itself by more than just handicaps and club selection.

By blending the countercultural spirit of the 1960s with the focused discipline of the game, the mantra has created a unique space for ethical consumerism in golf apparel. Golfers who wear the slogan are not just making a fashion statement; they are signaling their support for veteran welfare, global stability, and the pursuit of inner peace on and off the course. The phrase ensures that every swing, every purchase, and every round can contribute to a larger, more peaceful mission.

5 Ways 'Make Par Not War' Transformed a Classic Slogan into a Global Charity Movement
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