‘Non-Golf’ Brands Get Into Golf Apparel, From Blue Jeans To Betting

As golf’s popularity burgeons, a number of familiar brands outside the industry are trying to get a piece of the action when it comes to the golf apparel space.

It’s hard to blame them. Golf is thriving.

The number of traditional golfers has increased for six straight years, according to the National Golf Foundation, with 2023 delivering the biggest single-year net gain in on-course participants since 2001, when Tiger Woods held all four major championships at the same time (aka, the ‘The Tiger Slam). There were more U.S. rounds of golf played in 2023 than any other year in history, and 2024 thus far is running ahead of that pace. On top of that, the recent societal shift toward more casual and/or athletic lifestyle apparel makes golf gear an increasingly versatile option, whether on the golf course, at work, or out on the town.

It’s why a few brands consumers wouldn’t traditionally associate with golf are venturing into the space:

Lee

The Lee brand conjures up images of blue jeans, and rightfully so for a denim pioneer that’s been around for more than 130 years. But earlier this month the company debuted its Lee Golf series, a line of short sleeve polo shirts, flat front chino shorts, and 5-pocket pants designed to appeal to golfers and golf aficionados. The apparel, sold at Walmart stores nationwide in addition to the Lee website, has a lower-end price point in the golf apparel space, with a range between $20 and $48.

“We’ve been selling technology infused casual apparel for years, and we know our customers love the versatility of our products across a wide range of wear occasions,” said Lee Senior Vice-President Jimmy Shafer. “The Lee Golf Series expands this foundation as we looked to build a curated assortment that combines great performance features for on the course in timeless styles that also deliver off the course.”

DraftKings

DraftKings, a multichannel provider of sports betting and gaming technology, has been intimately involved in the golf space since partnering with the PGA Tour in 2019. But the company is now delving into the world of golf apparel with its private label golf collection for both men and women. The DraftKings Fairway Collection features polo shirts, quarter zips and hoodies in three different designs, with prices ranging from about $60 to $70, that are available on the DK Shop website.

This is just the start for DraftKings, which later this year plans to release co-branded golf apparel with Malbon and several other popular brands within the golf industry.

Ben Sherman

This UK heritage menswear brand chose golf as its foray into the realm of sports apparel earlier this year, with the Ben Sherman Golf SS24 collection seeking to blend classic style and high-performance attributes. The debut, part of a strategic initiative to expand the brand’s product range, included teaming with PGA Tour golfer Denny McCarthy as an ambassador. Prices for the collection, which include sport fit polos, quarter zip fleeces, and 4-way stretch tech pants and shorts, range from about $80 to $90.

“Golf apparel represents a dynamic segment with a continuously growing market of enthusiasts, including both professionals and casual players,” said Tim Reid, the Executive Vice President of Fashion and Lifestyle at Marquee Brands, Ben Sherman’s parent company. “As Ben Sherman continues to expand our golf-focused collections, we recognize the unique intersection of style and performance that is present in golf.”