Golf has long attracted its share of celebrities, with well-known stars like Macklemore (Bogey Boys) and Bill Murray (William Murray Golf) lending their name and style to golf apparel collections. More recently, a couple of new companies have entered the market backed by Yankee legend Derek Jeter and one of Hollywood’s biggest box office draws, Mark Wahlberg. The brands, called Greatness Wins and Municipal, respectively, represent the charisma and physical prowess of these two mega stars combined with a love of golf.
Jeter developed Greatness Wins with Chris Riccobono, founder of UNTUCKit, as athletic wear for the modern athlete, according to James Itkoff, the company’s Head of Marketing and eCommerce. Polos are made with high-end materials that do not wear down when worn or washed and offer maximum movement. Golf shorts and pants are fully waterproof for key markets in Florida, California and Texas, where rain can disrupt play, and layering pieces allow golfers to bundle up without restricting movement on the course.
“After working as a professional athlete for 20-plus years, Derek knows the demands of the athlete. This is why he is the perfect partner for Chris, who knows product more than anyone in the world,” Itkoff says. “He crafts incredible garments, while Derek ensures that every last detail can live up to the demands of an athlete. The fitness element is critical in golf apparel today with such a diverse array of designs, looks and overall brands - performance is what sets brands apart now. Especially since the recent golf renaissance of the 2020s, the golfer has become more advanced and dedicated than ever before.”
As for Jeter’s involvement in the development of each collection, Itkoff says, “Derek is a huge part of the process. Much like his athletic career, Derek's philosophy of ‘no shortcuts’ drives the standards we have as a brand. We must consistently push ourselves to improve performance - something that Derek is a huge part of.”
Municipal, which premiered at retail early this year, was started by some former Callaway golf staffers who know the market and have been busy hiring sales reps to expand the brand’s presence in golf retail, including on-course shops, boutiques and sporting goods stores.
The golf offering includes items like the Sport Tech Polo, a high-performance piece done in drirelease cotton that delivers softness, breathability and moisture-wicking properties; long-sleeve Deuce Crew combining the “very best of sport utility with premium fabrics, performance and design details; and Sportcross Easy Pants featuring elastic waist with drawcord. First in class and a first of its kind, the Sportcross Easy Pants with tapered legs combine “the versatility of your favorite jeans with the easy fit and feel of sweats,” the company says.
“Fitness and health and wellness are probably the most important influences in golf apparel, and lifestyle and luxury apparel in general,” says Municipal Co-Founder and CEO Harry Arnett. “People are wanting more out of their products. The more one-dimensional a product is these days, the more out-of-date it is. That makes perfect sense in golf because golf is such a perfect combination of style and sport. So naturally the fitness trend you see dominating other non-golf categories would make its way to the golf category in a big way.”
To make the products perform for golf, Arnett says the team starts with developing versatile fabrics that can be combined to deliver performance and comfort. Then they make sure the styling allows golfers to go from one thing to the next without looking like they just stepped out of the gym or off the golf course.
“It’s a cleaner, more elegant look, but built for performance without looking so technical,” he says. “If you like a sportier, more athletic and casual look for less restricted places, I’d go with our Enduro tee under our Enduro hooded tee and pair it up with a pair of Sport Utility shorts, Field Day shorts or Overland cargoes. That’s going to have much more of an athletic, outdoor performance-type look. And then you have to wear our new SportCross ATG shoes, also inspired by outdoor performance runners. They’re phenomenal for any type of golf you want to play.”
As for Wahlberg’s involvement, Arnett says the actor is probably the most passionate golfer he knows, playing 300-plus rounds annually, even during busy production years. “When Mark plays, he plays fast, so even his casual rounds of golf are famously hyperactive - 18 holes in 90 minutes or less!” he adds. “And everyone knows how committed and dedicated he is to his fitness routine, so marrying those two passions is part of the magic of our brand. He’s deep in the process with our teams making sure everything we create delivers everywhere an incredibly active person goes and can meet those demands, in performance, style, comfort and versatility.”
Lisa Goulian Twiste is a Senior Apparel Writer at PGA Magazine.
