Dress For Success (March 2016)

Golf handicap notwithstanding, anyone can look like a seasoned pro on the links this summer

If you’ve never played golf, you’re right in there with the majority of Americans. It’s no secret that the golf industry is struggling to attract new players.

Expensive both to prepare for and to play, golf can seem overly complicated with its drivers, clubs, shoes and tee times. Plus, it’s a hard game to learn, which can prevent amateurs from giving it a try, and it takes hours to play. “Even what loyalists would say are strengths—its simplicity, its traditionalism—can seem overly austere in an age of fitness classes, extreme races and iPhone games,” says writer Drew Harwell in a recent article in The Washington Post titled “Why America Fell Out of Love With Golf.”

But though golf’s popularity has waned in recent years, in 2014 there were still 25 million golfers in the U.S. who reported playing an 18-hole round in the past 12 months. That’s 25 million people who could be wearing branded apparel on the course—and in the course clubhouse afterward. Given that the average income of a golfer is $95,000, and those golfers take part in the approximately 800,000 charity golf tournaments held in the U.S. each year, this is a group that companies are extremely interested in marketing to.

And who knows, now that Millennial golfer Jordan Spieth sits on top of the leaderboard, perhaps a new generation of golfers will soon join the game. The golf industry certainly hopes so. In the meantime, U.S. golfers are primarily over age 50, male, married, college-educated and relatively wealthy. And they—and the rest of the golfers in the U.S.—need performance wear that is as at home in the boardroom or cubicle as it is on the putting green.

The Latest And Greatest In Golf Apparel

DryTec Hamden Jacquard Functionality meets elegance in this new 100-percent polyester fabric with sophisticated tonal texture and exceptional moisture wicking. A self-fabric collar, three-button placket, side vents and silver piping at the neck will keep you cool on the course and looking good in the office. The ladies’ half-zip companion brings great style and versatility.

Cutter & Buck UPIC: CUTT0001 www.cbcorporate.com

Men’s Mid-Layer Pullover For cool mornings or air-conditioned clubhouses, this lightweight pullover will keep you warm and comfortable. And the 100-percent polyester textured fleece has Opti-Dri technology to transfer moisture away from the body, keeping you cool and dry once you start swinging those clubs. It’s available in sizes S - 4X and in black, peacoat navy or Riviera blue.

Heritage Sportswear/Virginia T’s UPIC: HERI0001 www.heritagesportswear.com

Champion® Vapor® Polo You don’t have to sweat sweating when you wear this shirt. Vapor Technology in the fabric evaporates moisture exceptionally fast and keeps you comfortable in virtually any situation. With a professional look and an athletic fit, the 3.8-ounce 100-percent performance polyester polo features three-needle cover-stitching throughout, is snag resistant and tag free. A women’s style is also available.

Hanes/Champion UPIC: HBIINC www.hanesbullseye.com

Custom Golf Shirt When you really want to stand out from the crowd, custom is the way to go. This shirt is just one example of Eversole Run’s 25-day Custom Overseas Express program. With Ever-Dri high-performance moisture-wicking fabric and contrasting inside placket, side panels and front and back sleeve piping, this shirt has everything you need for performance, comfort and visual appeal. Pick from seven fabrics and hundreds of color combinations.

Eversole Run UPIC: EVERSOLE www.eversolerun.com

Original Performance Cap This cap’s combination of lightweight, breathable performance polyester fabric and a soft, structured profile will let you focus on your next shot instead of the heat. It includes a micro-Velcro® elastic loop closure.

Paramount Apparel International, Inc. UPIC: AMER0034 www.paramountapparel.com

GAME-Wick™ Polo Featuring 100-percent polyester GAME-Wick mesh with advanced moisture wicking properties, this polo also has antimicrobial properties for freshness, an extended tail with side vents, and a three-button placket. It’s available in adult sizes S – 3XL in 20 color combinations.

GAME Sportswear, Ltd. UPIC: GAME0001 www.gamesportswear.com

The Motivator Constructed out of Tonix’s new generation performance fabric and known for providing outstanding breathability, snag resistance and moisture-wicking properties, the Motivator is sure to keep you dry—and stylish—on the course. Choose from 16 color combinations.

Tonix UPIC: TONIX www.tonixteams.com

Vansport™ Pro Tattersall Polo When you need to go straight from the office to the course, this moisture-wicking polo with a traditional dress-shirt pattern is the perfect choice. It is made of 95-percent polyester/five-percent spandex and weighs in at 4.5 ounces with a jersey body, UV and antimicrobial properties, a fashionable self-goods collar and tagless label. It’s stocked in white with navy and gray stripes in sizes S - 3XL.

Vantage Apparel UPIC: vantage www.vantageapparel.com

Tricolor MVPDri Polo Shirt This 100-percent polyester MVPDri polo shirt wicks moisture away from the body and is antimicrobial, snag-resistant and stain-resistant. With a self-fabric collar and contrast color raglan sleeves, it’s available in both men’s and ladies’ cuts in any color combination.

MVP Sportswear UPIC: M562092 www.mvpsportswear.com

Kensington Dri-Balance™ Single Jersey Stretch Polo This Dri-Balance™ stretch performance fabric returns in a super soft-hand feel and contemporary style with UPF 50+. Made of 65-percent cotton/30-percent polyester/five-percent Spandex®, the polo is snag- and pill-resistant and available in titanium, cobalt and sky blue in men’s and women’s cuts, and also in white and passionate pink in women’s.

OMNi Apparel, Inc. UPIC: zorrel www.omniapparelinc.com

Uptown Jacket The Uptown jacket is a perfect fit for wearers who live the golf lifestyle. Made from 100-percent polyester, the three-layer bonded soft shell with breathable membrane and durable water resistant coating has a removable hood and adjustable cuffs with Velcro®. It comes in black and heather charcoal in sizes S-4XL.

Landway International Corp. UPIC: landway www.landwayfleece.com

Case Study:

Thinking Cap

When a distributor needed promotional items for a client’s golf tournament, Kati Sportcap & Bag (UPIC: KATI) knew that the perfect choice for the promotion was the newest cap from Adidas. “It didn’t matter that we hadn’t even formally added or stocked the caps yet. We knew the cap was perfect for the client’s needs,” says Vice President Gary Mosley.

The Adidas Tour Fitted Mesh Cap features both Adidas and TaylorMade logos and is made with 100-percent polyester Climacool@ technology, with a spacer foam mesh back and a pre-curved visor. “With its moisture-wicking fabric, a sweatband and UV protection, it is perfect for golfing, and it looks great,” he says.

“The distributor’s client loved the cap so much that they quadrupled their budget to buy a substantial quantity of the cap, as well as two other cap styles we already had in stock,” Mosley adds.

“We worked hard to get the product—embroidered with the client’s logo— delivered in time for the golf tournament all before the product even showed up in our catalog.”