As indoor sports, live sport, gyms and opportunities to socialise closed off in 2020, individual, outdoor sports boomed. In the UK, golf rounds increased by 12%. In the U.S, between June and December rounds increased by 29% in comparison to the same period in 2019.
It was only in 2014 that Golf England reported the sport was in a ‘precarious position‘ as memberships were in decline. Between 2006 and 2014, Golf membership in England had decreased by just under 200,000 persons (Sports Marketing Surveys, 2015). With over half of all club members over the age of 55, white and adult male. Less than 25% were under 35.
Perceptions of the sport in the 2015 report revealed that those surveyed thought it was a good sport for older people, seemed stuffy, boring, and not appealing to the wider audience. However, it ranked highly on the perception that it was a social sport – a benefit made apparent in 2020.
In the past, younger demographics have often struggled to justify the price of memberships for the amount of time they have available. However, clubs have aimed to diversify their offering and provide flexible and pay-to-play options.
In June 2020, 24-34 year olds in the UK made up 28% of the pay-to-play green fee purchases. In the U.S, 2020 saw 3.1 million junior golfers, the average age was 12 years old.
In line with the many changes businesses had to make in 2020, golf business had to adapt and accept new ways of meeting new demands and accepting new players. With an influx of new persons comes new perspectives. Now, a year on from when the pandemic took hold, Golf’s ability to link with music, fashion, and art is ever growing.
Par Core (I did not coin this term)
Golf has historically had ties to fashion, the classic Argyle pattern and tartan trousers synonymous, more often than not it was seen as a clothing statement set to be embraced with a certain level of irony. Yet, vintage, retro and classic looks have become prevalent amongst subcultures within sport in recent years.
Arnold Palmer – an icon of the game in the 50’s and 60’s represented by a founding father of the modern sports industry, Mark McCormack was renowned for his style. He recognised Golf was about precision and sharpness, therefore his outfits and fashion choices reflected that. Palmer was heavily influenced by his father’s view of presentation.
In the 90’s Michael Jordan put his own spin on golf attire, along with Bill Murray. But, the looks never seemed to stick.
Overall, Golf is a very individualistic sport. There is no requirement to wear a uniform amongst 10-15 other persons. It is a sport where players can express themselves as a person. As younger audiences begin to engage with the sport, change is undoubtedly to come, shake up and innovate what Golf has known previously.
Therefore, enter high fashion, musicians, current players and brands which aim to deliver Golf attire differently. Here are some cases:
Tyler, The Creator
The Grammy award winning rapper admits it, he doesn’t actually *like* Golf. But, he likes the word and the classic styles. The rapper has his own fashion line, Golf Wang. Items evidently drawn from a Golf inspired vision and appreciation. His own fashion choices reflect this appreciation too.
Macklemore
Seattle born hip-hop artist has never been far from the fashion world since he dropped Thrift Shop in 2012. But his new passion for Golf grew into his own clothing line, Bogey-Boys. He took up Golf only two years ago and whilst perusing Golf attire he felt uninspired by the clothing options on offer.
To quote him from his Instagram on the brand and launch – “I started Bogey Boys for us. The disrupters; those not afraid to stand out. We might not shoot the lowest round but we’ll damn sure look the best on the green. It’s a line for on and off the course.”
Eastside Golf
The combination of golf, social justice and new styles. Golf’s roots are within a level of elitism, race and class divide evident. Eastside Golf, is named after the east side of Atlanta where founder Olajuwon Ajanaku grew up. His mother was single and worked three jobs to support him and his siblings. He would often play putts in his neighbourhood for money.
Eastside doesn’t want to be only within the Golf apparel world, but as a brand that goes between. A brand that stands for something, with a focus of growing the game in the Black community.
In recent news, players are releasing collaborations.
Professional, Rickie Fowler has partnered with DJ, Kygo to deliver a golf style collection with Puma Golf. Both are good friends and it seemed a natural fit to come together on the project. Fowler has been with Puma since 2009, and Kygo launched his own lifestyle brand Palm Tree Crew in 2018.
The collection includes clothing and a Driver. Fowler wore pieces from the collection during the 2021 Player’s Championship in Florida. Kygo has 4 million followers on Instagram and Fowler has 1.8m.
British Golfer, Justin Rose has only just released his own clothing line in partnership with American menswear ecommerce brand, Bonobos. He signed his original partnership with the brand in 2019.
His point of reference as to how he wishes to feel in Golf clothing once he is done on the green is to be able to walk into a Starbucks comfortably. The collection aims to cover the different sides to his play and style combinations. Saturday’s are for flair, Sunday’s are for more classic looks.
Newcomer sportswear brand, Castore has forecasted sales revenue of £100 million in 2021 after only 5 years of being live. Included in their offering is a Golf line. They don’t have any major Golf deals yet, but I wouldn’t doubt that they do soon. Current partnerships include tennis great, Andy Murray and most recently Rangers FC.
Other brands trying to break the typical Golf attire mould is both Manors and Malbon Golf.
However, women’s golf apparel options still lack. Brands do get caught up in traditional Golf menswear offering. I see the potential as huge in this market. A new brand on the scene is Renwick. Founded by women, for women. It aims to be lifestyle brand for women on and off the course, providing classic looks and cuts.
It is exciting to see these shifts take place within a sport that is often viewed as one that is very traditional in its ways. It was only last year that the oldest club in the world, The Royal Burgess Golfing Society began to accept women members. This was after an original proposal was blocked in 2014. The world famous R&A club at St. Andrews began accepting women’s members in 2014.
As Golf fashion changes, it will come down to clubs to become open and flexible as there can still be strict clubhouse rules deeming what is appropriate to be worn by members. As a wider group of people become more interested in the sport Golf needs to accept these differences. Otherwise, momentum gathered from this past year risks being lost.
It is a fine balance of wishing to respect traditions, but to continue to evolve as an inclusive, fun sport. As sports recover from the pandemic, cash flow and rebuilding what has been lost is of priority. In turn, this will build and grow cultures within the sport, for the better.
Thoughts + Sports 
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