For so many, golf is so much more than a sport—it’s a passion that appeals to men and women of all ages that is played for both business and pleasure. It is a lucrative market to tap into, and distributors should showcase the multitude of sophisticated apparel, equipment, and accessories that promotional product suppliers carry.
Demand for golf-related products will always be strong, Grethe Adams of Southern Plus asserts. “Much like hunters are to camo and hunting related items, golfers are obsessed with golf accessories (or things) that will enhance their golf experience or show the world their love for the game,” she states.
Suppliers agree that demand is high, especially as spring approaches. Breanna Woicekowski-Wiener at Vantage Apparel says that the company is currently experiencing a high demand for more fashion-forward items with strong retail influences. “Top trends we are seeing are market we are seeing a lot of all-over prints as well as self-goods collars,” she comments. Her colleague Jeff Kranz adds that patterns and designs are still extremely popular as is comfortable performance fabric. “In terms of styles, the Henley/no collar look is getting requested more often,” he says. “Most of these trends have to do with what people are seeing on the PGA tour. Tiger Woods started to wear the no-collar shirt and that’s when the requests started to pour in.”
According to Keith Lofton of Pro Towels, flip flops worn at a golf tournament is a current trend. “We are seeing more and more golf tournaments turn to flip-flops because the first thing golfers do when they get done with a round of golf is take their cleats off and slip into something more comfortable as they head to the 19th hole,” he notes. “Why not a custom logoed set of sandals?”
When it comes to golf balls, Ball Pro’s Jeffrey Johnson points out that golf balls are level, but an increase in golf kits with optional print locations has been increasing. “The ability to have multiple prints is driving the trend,” he emphasizes.
Top golf trends continue to be items that are useful and well-decorated, Jake Peterson adds. “A useful product is especially valuable since is maximizes its value with the number of impressions,” he comments.
Vantage Apparel’s Woicekowski-Wiener notes that top performers in this market segment thus far include a multitude of styles, such as the Vansport Pro Signature Polo, because customers appreciate the subtle heather of the body fabric with the added detail of stripes in the inner placket and collar band; Style 2470 & 2471 men’s and ladies Vansport Pro Boca Polo, with the men’s style featuring a younger appeal since it offers an alternative to more traditional styling. “The ladies love that this style has broad appeal and offers additional coverage with a slightly longer length sleeve and curved hem bottom,” she comments. She also notes that the luxurious hand feel of styles 3450 and 3451 men’s and ladies Vansport Zen pullover—along with the benefit of moisture wicking—make these pieces a must-have.
Kranz of Vantage Apparel adds that the company’s Vansport Pro Boca Polo is the new trend mentioned with the Henley collar. “That has received a great response at our tradeshows in the early part of the year,” he says. “Also, all of Vansport Pro series items have continued to sell well. Clients like the name brand feel without the name-brand price.”
In the pro towel golf towel category, Lofton of Pro Towels reports that the company’s best sellers have been waffle weave golf towels. “It’s what the true golfers want to use, so the demand has gone up and carried our towel category,” he enthuses. “A growing subcategory of that is our sublimated golf towels and being able to put images of the course that is hosting the tournament onto the towel—as it makes for a wonderful keepsake.” With dye sublimation, the company has no minimums, which Lofton explains allows Pro Towels to personalize and add each individual’s name onto the towel, so it is their very own.
Over at Ball Pro, Johnson says the company’s new bronze, silver, gold, and platinum kits have been great new sellers this year, with golf balls from Titleist—typically Pro V1s—will be Ball Pro’s best sellers every year.
Webb Company’s new top performer in the golf category has been its Golf Ball Shape container. “Since it comes to us empty, we fill and decorate to order,” Peterson says. “It is most commonly used for lip balm but can also be filled with our Made in USA mints and sunscreen. Make it a two- or three-piece combination to create your own set!” he raves.
For those golfers that need to cool off with a cold beverage, Southern Plus offers its new Rhino Large Cooler, whose size and design make it perfect for a golf cart cooler bag, Adams maintains. “It has a sophisticated design, fabric, and color scheme that lends itself to the country club set,” she affirms. This cooler joins the company’s best sellers (outside of golf umbrellas)—the 7039–Morph Sac Golf, a golf shoe bag/cinch sac that stuffs inside of itself to become a golf-ball shaped pouch), and the 5009–3 Can Cooler Tube—which enables the user to load three cans of a favorite beverage (shotgun style) onto its sleeve. It clips to the side of a golf bag and keeps the beverages cold through a round of golf. “This is popular because many courses won’t let you bring a cooler when you play because they want the drink revenues, but they don’t even know what it is, so it can go undetected/unnoticed,” Adams comments.
Lofton of Pro Towels recommends distributors sell the “Made in the USA” aspect as well as the custom packaging options to clients. “These two advantages will put you ahead of your competition,” he affirms. “Made in the USA supports the economy and custom packaging allows for more ad space, better presentation, and the option for a call to action.”
Most companies host or play in golf tournaments to raise money, create awareness, or gather customers for product launches, Adams at Southern Plus maintains, which means they always need ample swag to give away, so the participants remember the event. “Most golf tournaments give prizes for closest to the hole, longest drive, etc.—allowing for more promotional items,” she comments. Therefore, it is important for distributors to offer a multitude of items that are used regularly for golf event promotions. Ball Pro’s Johnson Ball adds that the ability to put multiple prints on the products available at no extra set-up or run charge is the best way to sell these products.
Vantage Apparel’s Kranz advises positioning these pieces as trendy, retail-oriented, and comfortable. “All customers say they want name brand merchandise, but they rarely want to pay the cost associated with it,” he states. “If you can offer them something with the same quality and design features for a fraction of the cost, they’ll see the savings and realize that it’s not all about the brand.”