The agency's main responsibilities include media outreach, blogger engagement, press events and campaign launches.
Formula president Michael Olguin said the agency, with a team of four staffers working on the account, was going to work with Cobra's two high-profile American golfers, Rickie Fowler and Lexi Thompson, to bring 'hipness' to golf.
'Cobra Puma Golf is a hot brand that is not known nearly as well as it should be,' he said.
The agency will target sports and golf bloggers, golf trade publications and lifestyle print and online press outlets.
Formula will also help to brainstorm for specific launch events, but it will not handle social media.
In addition to delving into lifestyle media, Olguin said Formula was going to tell the technology story behind the brand's apparel and equipment, as 'golf is a very technical sport'.
Formula has worked with a number of sports clients in the past, including ESPN, Easton Sports and Prince Tennis.