Professional golf isn’t exactly a fancy business. While hot-off-the-runway-wearing NBA athletes scour the Pregame tunnel, golf toy trends move slower than Sunday’s 10 a.m. round at your local muni. It took 20 years for Tiger Woods’ true-to-fit shirts to finally become mainstream, and these days the best of the game are essentially collared and tracksuits. Golf shoes that resemble sneakers no longer make a noise in country club locker rooms.
But among a handful of trend-setting amateurs, the putter head has gone the other way: their favorite look is now more traditional, inspired by nostalgia for the addict’s days tobacco like Arnold Palmer, but also the many fold vibes of the Tiger and Freddie Couple of the 90s. Brand like Metalwood, Bogey Boys, Whim, Malbon, etc. are currently struggling to keep stock of their vintage-inspired polo shirts, pleated pants, and bucket hats — but none of those companies. This upstart has enough scale to create something as technical as golf shoes. For footwear instead, stylish golfers are increasingly turning to your dad’s favorite brand, FootJoy, to add finishing touches to his old-school fit. surname. For its part, FootJoy has seized the moment by operating as a sneaker company, creating a wave of killer collaborations.
To see how FootJoy is facing the year, all you have to do is watch last month’s playoff final of the PGA Championship. It’s a win for the shoemaker, as the two men vying for the title are a pair of its biggest young stars: Justin Thomas and emerging tournament winner (ranked #7 and #14). ). around the world), who battled it out wearing the brand’s best-selling shirt Premiere shoes. It’s a similar thing [with FootJoy] when it comes to golf shoes,” said Zalatoris, who wears a FootJoy Field jersey. The rest of the brand’s Premiere shoe line is based on the same idea: iconic sleek silhouettes combined with the technological advancements brought about by the sneaker wave.
Many brands in FootJoy’s position would pursue relevance by partnering with any of the most influential labels on Instagram and TikTok, but FootJoy – a company that has been doing this for over 100 years – knows that their audience is not necessarily trying to turn their backs on each other. on a suitable photo session. Instead, they’ve most recently partnered with two brands – Garrett Leight and Todd Snyder – that are casual in the long-lasting, high-quality, off-trend of the menswear world.
These partnerships aren’t exactly going to disrupt the internet, but they’re awesome enough to inspire what a golf brand should be: a clubhouse and a quad gym. Another benefit of being a big dog is that when FootJoy decides to change, it’s almost instantaneous. “When we entered a particular space, we had the scale to really move the market, and we saw that. We’ve seen market share really shift from athletics to classics, which is really driven by some of the investments we’ve made in the classics space,” said Ken LaRose, SVP Brand Strategy and Experience FootJoy’s consumer experience says.