Rickie Fowler finds it is better to play good than to look good

We know about the flat-brimmed cap. We know about impeccable on-course fashion. But what about the game?

After enduring criticism from some in the golf world that he was more about style than substance, Rickie Fowler is starting to enjoy the payoff from all the hard work he has put into his game.

The former Oklahoma State All-American is among the game's elite, having won a career-high $5,773,430 in 2015. At age 26, his best days are still ahead of him. But if he hopes to accomplish the goals he had set for himself when he joined the PGA Tour in 2009, he will need to get better.

He has yet to win a major. He has only three victories so far on the U.S. Tour, including two last season (The Players Championship and the Deutsche Bank Championship). While Fowler finished 2015 at No. 4 overall, he believes it's a matter of time until he achieves all of his goals.

"My expectations don't change," said Fowler, who has returned to Las Vegas for the first time since 2010 and will play in the Shriners Hospitals for Children Open which gets underway today at TPC Summerlin. "I think it's more my confidence level is higher than it has ever been."

He thought he was going to win a major in 2014 and finished in the top-five in all four events that year. In 2015, it was a different story. Not only did he not win a major, he missed the cut at the U.S. Open, finished tied for 12th place at the Masters and tied for 30th at both the British Open and the PGA Championship. Which is why the skeptics remain skeptical.

"My goals have always been to win, to be in contention, to win majors, to ultimately be the best player in the world," Fowler said.

A lot of that can be tied to the work he has put in with legendary coach Butch Harmon. They first teamed up in December 2013 and not coincidentally, Fowler's game began to flourish under Harmon's direction.

"I feel like with the golf swing I know what i'm bringing to the course," Fowler said. "Things are efficient, a lot less feel-oriented. If I'm not hitting it the way I want to things are a lot easier to fix. It's minor changes.

"That's a big part of it. Working with Butch, he's pointing me in the right direction."

In his return to TPC Summerlin, Fowler will command a large gallery when he tees off at 7:23 a.m. for today's first round playing with Jimmy Walker and Davis Love III. The Westgate Las Vegas Super Book made him the 10-1 betting favorite to hold the Waterford crystal trophy come Sunday afternoon.

"I felt I started a little bit behind the 8-ball last year with not playing many events until the start of the real calendar year (in January)," Fowler said. "And so with China being the only one that I had planned on with it being the World Golf Championship, I wanted to try and fit at least one more in.

"I've always enjoyed playing in Vegas. I lived here for a year and I just felt like it was a good place to come and be able to spend some time with Butch and a good place to feel like I could go play well."

Though Fowler was part of the United States team that recently won the Presidents Cup in Korea, he said he wished he had performed better.

"I definitely didn't have my best stuff," Fowler said. "I didn't play great at the presidents Cup. I played nice the first round there but I was nowhere near my best."

Fowler said part of his recent success has come from staying healthy, listening to his body and making sure he doesn't overdo it by playing too much golf.

"I think you're always learning," Fowler said. "But time management is a big part of playing well out here. When to play, when not to play an how much off the course to do.

"I'm always tweaking my schedule year to year. This year, I'll probably play a little more. But you don't want to play too much and you don't want to play too little."

But regardless of how much or how well he plays, Fowler remains a visible figure on the Tour. A fan favorite, his association with Cobra-Puma Golf has given him greater exposure.

"It's definitely gone both ways," Fowler said. "I feel like I've helped them grow their brand but they've also helped me be my own person and kind of stand out in a way, so it has been a great partnership.

"It's not a very old golf company — I think it's right around 10 years. But it's been cool to be part of their growth in the six years I've been with them."

Ben Schomin of Cobra-Puma Golf said Fowler has made a huge impact on the brand. How big he wouldn't say as the company did not release figures from its association with Fowler.

But it has been reported on golf and sports business websites that more than a million hats alone were purchased this year and that golf at Cobra-Puma has become a $200 million industry.

Fowler, who according to Golf Digest made $8,750,000 in endorsement money last year, signed a contract extension with Cobra-Puma Golf in January.

"He's been a great ambassador for us," Schomin said. "He's been the center of our brand and we try to be all-inclusive and make it fun. Rickie personifies that."

Fowler has seen the kids and adults mimicking his wardrobe along the Tour. He said he finds it flattering to see golf fans wearing all-orange on the course or wearing a Puma cap of kilter.

"It's very humbling and it puts things into perspective," he said. "Whether I'm having a good day or a bad day out there, seeing young fans, or any fans, wearing the Puma gear and showing support, it makes me realize and appreciate what I get to do and what i'm doing.

"It's cool to be in a position where kids do look up to me and I have a chance to be a role model and potentially have a chance to have a positive influence on kids' lives."

Fowler is part of a stellar field put together by first-year tournament director Patrick Lindsey. If he can live up to the hype and take home the title Sunday and the 500 FedEx Cup points that goes to the winner, it will be another big step in the right direction for him.

"I've played well here before and I like the course," Fowler said of TPC Summerlin. "I want to take advantage of the opportunity to get off to a good start, be in contention and give myself a chance."

Contact reporter Steve Carp at scarp@reviewjournal.com or 702-387-2913. Follow him on Twitter: @stevecarprj