SBD/Issue 232/Sponsorships, Advertising & Marketing

Fashion Forward: Golfers Going With Scripted On-Course Apparel

Nike Golfers Meeting Next Week To
Decide Attire For Next Year
Many PGA Tour players following a scripting process with the clothes they wear while playing, meaning the apparel providers are "mapping out from head to toe what [they] will wear for the season, especially during the year's four majors," according to Robert Bell of the Greensboro NEWS & RECORD. Golf is the "biggest sport in which the participants don't have to wear a uniform," so a "Sunday on the leaderboard at Augusta National is tantamount to a 7,445-yard runway walk for Nike, adidas, Ashworth and the other half-dozen major apparel manufacturers." adidas Golf Senior Dir of Global Apparel Tiss Dahan: "It's proven we see an increase in sales on a shirt worn by one of our golfers. We see it online, from our customer service phone calls and from retailers who get calls from customers saying they want that specific shirt or article of clothing." Bell reported golfers under contract with Nike will "gather in a hotel room next week at The Barclays to determine what clothes will be worn for next year's Masters and U.S. Open." Nike Global Dir of Golf Apparel & Accessories Doug Reed: "We're mixing and matching things and getting feedback on what they like and don't like in terms of style and color." Meanwhile, when it "comes to fashion, tour players are as varied as their swings," and the "key is giving each golfer his individuality on the course." Reed said golfer Anthony Kim "needs to look different from K.J. Choi who needs to look different from Lucas Glover and right on down the line" (Greensboro NEWS & RECORD, 8/19).

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