Celebrating Small Business & Big Wins at the 2025 Ally Challenge

September 3, 2025

Behind Your Design brings 55 small businesses together to champion the tournament and community

The 2025 Ally Challenge presented by McLaren returned to Warwick Hills Golf & Country Club August 19–24, and what a week it was. From thrilling playoff finishes to unforgettable concerts, the tournament once again proved why it’s one of the region’s premier events. For Behind Your Design, the excitement started long before the first tee shot—we were honored to spend the summer coordinating the Small Business Campaign that brought together 55 incredible businesses from Frankenmuth to Troy.

Small Business, Big Impact

Each participating small business played a unique role in spreading the word and building excitement leading up to tournament week. Through social media posts, posters, flyers, life-sized cutouts of Sam Hunt and Dustin Lynch, email blasts, special events, and more, these businesses kept the momentum alive all summer long.

This year also featured a brand-new social media contest where businesses competed for behind-the-scenes media passes or front-of-stage tickets to the tournament concerts. The winners showcased creativity, community pride, and true tournament spirit:

  • Feather N Fin (Swartz Creek): This ice cream shop customized their menu around the tournament and even crafted a special dessert for champion Stewart Cink called Everything but the Stewart Cink. In a storybook ending, Stewart himself stopped by on Saturday night to meet staff and patrons.
  • SugarHigh Bakery (Frankenmuth): Known for their whimsical creations, the bakery designed a stunning array of Ally Challenge–themed sweets, from macarons and marshmallows to cookies, candy, and a centerpiece cake featured in the clubhouse. On media day, they surprised Stewart Cink with custom cookies made just for him.
  • Serendipity Spa of Linden: This innovative spa integrated the tournament into nearly every aspect of their summer—from colorist training classes to bar classes, yoga in the beer garden, and even a putting contest for clients.
  • Southern Lakes Parks & Recreation: This community-driven organization tied the tournament into local happenings including the farmers market, concerts in the park, and their flagship ArtWalk, which drew nearly 8,000 people to downtown Fenton.

Together, these businesses showed how local partnerships can bring energy, creativity, and heart to a world-class sporting event.

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Tournament Week Highlights


Tuesday – Pairings Party

The week officially teed off Tuesday evening with a Cuban-themed Pairings Party. Guests enjoyed putting contests, flavorful food, themed beverages, and even a cigar bar—setting the tone for a lively week ahead.

Thursday – Women of Influence Luncheon

Thursday brought one of the most inspiring events of the week: the Women of Influence Luncheon. Behind Your Design hosted several clients, and I was especially proud to see longtime friends Joanie O’Sullivan-Butler of John P. O’Sullivan Distributing and Andrea Brimmer of Ally Financial featured on the panel. Afterward, Erin Stone led an exclusive behind-the-scenes tour of the tournament’s hospitality spaces, giving guests a glimpse into the premium experiences available.

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Friday – Folds of Honor & WAR Concert

Friday began on a patriotic note with the Folds of Honor Breakfast and national anthem before play commenced. Later in the day, five chambers of commerce came together for a lively networking happy hour, with each chamber receiving 50 tickets to bring members out to the course. As play concluded, tournament goers gathered for a special performance by WAR—who brought five decades of iconic music to the stage. I was lucky enough to meet the band after their incredible show.

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Saturday – Hospitality Tours, Charity Challenge & Concert

Saturday was jam-packed with excitement. While Ian volunteered for his fifth year as a standard bearer, Matt and I teamed up with Hanna to give hospitality tours for clients considering skyboxes for the 2026 tournament. In the afternoon, the High School Charity Challenge gave local students the chance to compete in sports-themed contests with celebrity coaches—including my friend Andrea Brimmer, who proudly represented Fenton High School.

After play wrapped, the energy shifted to the driving range where Sam Hunt and Dustin Lynch took the stage for an unforgettable concert under perfect summer skies. The night concluded with a spectacular drone show that lit up the sky.

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Sunday – Small Business Celebration & Championship Finish

Sunday was the perfect finale. We hosted the Small Business Celebration in the Skybox on 17 Green, where campaign partners gathered to watch the action unfold. Ian continued his tradition as a standard bearer, this time with my parents watching proudly from the gallery.

The competition reached a thrilling climax as defending champion Stewart Cink went head-to-head with Ernie Els in a playoff. With skill and poise, Stewart secured the victory, becoming back-to-back Ally Challenge Champion.

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Looking Ahead to 2026

The 2025 Ally Challenge was about so much more than golf. It was a week of community, connection, and celebration—one that shined a spotlight on the incredible small businesses that make our region special. Behind Your Design is grateful for the opportunity to help bring this vision to life alongside Erin Stone, Director of Business Development and Community Engagement, and her talented interns Hanna Jankowski and Freddy Kopolow.

Mark your calendars: the 2026 Ally Challenge presented by McLaren returns August 27–30. Even better, it won’t overlap with the Crim Festival of Races, so expect an even bigger community turnout. We can’t wait to see you on the course!

Raised Embroidery Sweatshirts: Adding Dimension, Texture, and Impact to Your Brand

May 8, 2026
When it comes to promotional apparel, the details really do matter. One of the best ways to elevate a sweatshirt or hoodie is through raised embroidery, a technique that gives logos a bold, dimensional look you can see and feel. We recently created a custom zip-up hoodie for the Maryville Retreat Center using raised embroidered logo detailing. The result was a piece that didn’t just display their brand, it brought it to life through texture and craftsmanship. For Maryville Retreat Center, the goal was to create apparel that felt welcoming, durable, and aligned with their mission. The raised embroidered zip-up hoodie achieved that balance, offering a clean design with just enough texture to make it feel special. It works well for staff, volunteers, and guests, making it both functional and meaningful. What Is Raised Embroidery? Raised embroidery, sometimes called 3D or puff embroidery, uses specialized stitching and sometimes a foam base to lift parts of a design off the fabric. Instead of lying flat like print, the logo stands up from the garment, creating depth and texture. It’s a simple technique that instantly makes apparel feel more premium and intentional. Why Raised Embroidery Works So Well It elevates the look and feel Raised embroidery adds instant dimension, which naturally makes apparel feel higher quality. Even simple logos look more refined when they have texture and depth. It creates a strong first impression Because the design physically stands off the garment, it catches light differently and stands out without needing bold colors or oversized artwork. It’s built to last Embroidery is stitched into the fabric, not sitting on top of it. That means no peeling or cracking over time, even with regular wear and washing. It works especially well on hoodies and sweatshirts Heavier fabrics like fleece hold embroidery well, allowing the raised stitching to stay clean and structured. It helps strengthen brand recognition A textured logo becomes more noticeable and memorable, helping your brand stand out in everyday settings. Raised embroidery turns apparel into something people actually notice and remember. It’s a small detail that makes a big difference in how your brand is perceived. 

Capturing the Story of Epic Machine Through Professional Photography

May 8, 2026
Showcasing a Michigan Manufacturing Company Through Professional Photography

Premium Items Are a Meaningful Investment for Your Team

May 5, 2026
Not all promotional products are the same, and that is a good thing. Different goals call for different types of items. Sometimes a simple, cost-effective giveaway works perfectly. Other times, a higher-end product creates a more meaningful experience. We recently worked with Interactive Training Systems to create custom embroidered Carhartt cooler backpacks as a gift for their employees. This is a great example of how thoughtful promotional products can elevate a brand and strengthen team connection.

Intentional Branding in Action: A Logo Design for Interactive Training Systems

May 5, 2026
In industries like engineering, manufacturing, and automotive, innovation never slows down. The companies that stand out are always thinking about what comes next. That mindset should show up not just in what you do, but in how you present your brand. We recently partnered with Interactive Training Systems to create a logo design that reflects both where they have been and where they are going. The end result is a modern brand identity that supports their continued growth. Why Intentional Branding Matters A logo is often the first impression your business makes. It should quickly communicate who you are and what you stand for. For companies in technical industries, that means finding the right balance. Your branding needs to feel modern and forward-thinking, while still showing experience and credibility. Every detail plays a role, from typography to color to overall style. A strong logo helps build trust, show expertise, and set you apart from competitors. A Thoughtful Approach to Logo Design Interactive Training Systems came to us looking for a logo that captured both their history and their future. As a company focused on technical training and innovation, it was important that their brand felt precise, smart, and adaptable. We started by getting a clear understanding of their business, their audience, and their goals. From there, we explored concepts that included: Clean, modern lines to show forward movement Subtle technical elements tied to engineering and manufacturing A polished look that reinforces trust The final design feels current, while still staying true to their foundation. Branding That Grows With You Your brand should evolve as your business grows. Too often, companies treat logo design as a one-time project, but it should be something that supports you long-term. This new logo gives Interactive Training Systems a strong foundation for what is ahead. It reflects innovation while still respecting their history, which is key in an industry like theirs. Why the Right Partner Makes a Difference Good branding comes from collaboration. It is about working with a team that listens, understands your vision, and knows how to bring it to life. At Behind Your Design, that is always the goal. We focus on creating branding that not only looks good, but actually works for your business. If your current branding no longer reflects where you are headed, it might be time for a refresh. The right logo can make a bigger impact than you think.

A Journey Overseas: Our Australian and New Zealand Visit

By Chelsea Mills • April 19, 2026
Exploring Sydney and Cairns in Australia and visiting Auckland, Rotorua and Taupo in New Zealand.

Drive Your Brand Further with Custom Golf Balls

April 15, 2026
Custom branded golf balls are one of those promotional items that just make sense. Whether you run a golf course, a tournament, a resort, or simply want a unique way to connect with clients, they offer a fun and practical way to keep your brand in play. Golf balls are naturally tied to relaxation, leisure, and connection . That makes them a powerful marketing tool. When your logo is on something that people are actually excited to use, your brand becomes part of a positive experience. Every swing, every round, and every time someone reaches into their bag, your business is right there with them. For golf-related businesses, branded balls are an easy win. They are great for member giveaways, tournaments, pro shop merchandise, and corporate outings. If you are not in the golf industry, they still make an excellent client gift or a memorable handout that feels personal and unexpected. It is a simple way to say “thanks for your business” while staying top of mind long after the first tee. Behind Your Design has recently created custom golf balls for The Ally Challenge , Epic Machine , and Lewis & Knopf . Each one was designed to reflect the brand while still feeling clean, professional, and ready for the course. And let’s be honest, it is hard to find a promotional item with more staying power. These are not getting tossed in a drawer and forgotten. They are getting teed up, driven down the fairway, and maybe even lost in a water hazard or two. Either way, your brand is along for the ride. When it comes to marketing, combining business with leisure is a hole-in-one strategy. It builds connection in a relaxed environment where people are already in a good mood and open to engagement. That kind of brand association is priceless. If you are ready to put your brand in play, contact Behind Your Design today and start creating custom golf balls that keep your business top of mind from the first tee to the final putt.
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