Members of the golf industry gathered July 29-31 at the Omni PGA Resort in Frisco, Texas, for the PGA Buying Summit, where 157 emerging and established golf and lifestyle brands unveiled their spring 2025 collections. Nearly 1,000 PGA of America Golf Professionals and buyers from 45 states and seven countries were able to see where golf styling is heading, write spring orders and take advantage of a full slate of events – including the live Fashion Show, PGA of America Education Conference and Summer Jam Golf Festival – as well as other opportunities to network with fellow industry professionals during the three-day event.
“We love the Frisco show! It’s a great place to connect with existing vendor partners while looking for fresh, new products,” said Kristin Friday, AGM, Director of Retail at Oklahoma City (Oklahoma) Golf & Country Club. “The additional activities in the evening give it added energy.”
The sold-out show featured established and industry leading vendors like Greyson, Holderness & Bourne, Greg Norman Collection, Donald Ross and Antigua, as well exciting emerging brands such as A. Putnam, Eastside Golf, Fore All, Devon Halsey, Flag & Anthem and Municipal.
“We love this show because we get to meet people from all over the country - people we wouldn’t necessarily meet otherwise,” said Bryan Thomas, Head of Sales at Harlestons. “It’s also fun to reconnect with people six months after the PGA Show. As a growing brand, it’s nice to see all these people in one space who it would be difficult to see otherwise.”
“We’ve seen a good cross section of buyers from the Midwest, West Coast and Middle America, which are super important territories for us,” said Janaina Estanislau, Operations Manager North America at Italian footwear brand Duca del Cosma. “This is a good venue to meet those who can’t come to the PGA Show and to showcase our spring 2025 offering.”
There were a number of trends evident in the spring lines, including a continued move toward casual/athletic-inspired items that cross over from golf to other activities. Among those vendors showing athletically inspired products were johnnie-O, 7Diamonds, DUER, Rhone and Tail, whose Claud racerback cami sports bra with removable padded cups can be worn alone or as a layering piece. In addition, Nike Golf has been updated with the Legacy yoga/performance fabrication, while Greatness Wins – co-founded by Yankee great Derek Jeter – showed quarter zips, hooded tees, hoodies and windbreakers.
“I think athleisure is where the market is going – joggers, pieces you can wear to golf and for going out and socializing,” said Alicia Singer, AGM, Director of Retail at Colonial Country Club in Fort Worth, Texas. “They’re crossover pieces that look athletic and are comfortable and stylish.”
Also evident at the event was the expansion of monochromatic styling on the women’s side as the market veers away from “matchy matchy” looks. According to Michelle Kempe, PGA, National Director of Retail at Escalante Golf in Dallas, this is a move toward sophistication that goes hand in hand with a decrease in large, loud prints and more categorical buying – or “pieces she can add to her wardrobe.”
Leading the way in this category is A. Putnam, which premiered at the 2023 Buying Summit and enters spring with special pieces like the Sorona plant-based lightweight down jacket that converts to a vest and all-cotton Cooling Crochet tops that are airy but not sheer. The color palette is neutral, marked by rich, sophisticated shades of white, beige and blue. “I think I have found the sweet spot – professional women who want to be a little more buttoned up and like pieces that can cross over into work wear,” Founder Ali Putnam says.
Also bringing simple luxury to the women’s market were new exhibitor Devon Halsey, whose sleekly styled pieces were presented in solid colors like white, night, vapor grey and lavender; Honors, featuring classic designs with high-performing materials in tops, shorts, skorts, tuxedo stripe pants and a hooded vest; and Williams Athletic Club, which showed outfits like the Caroline short with a silky finish paired with the Jackie blazer, as well elevated trims and polos with pearl buttons and monogramed sleeves.
“We’re bringing fashion to golf, trying to create what I call the ‘golf lifestyle,’” said Susi Proudman, CEO/Founder of Williams Athletic Club. “I want to be able to put something on in the morning and wear it for my day. As someone who started as a textile scientist, I utilize the benefits of performance fabrics. Who wouldn’t want that?”
“There’s so much color and prints going on in golf; we thought there was an opportunity for more sophisticated, elevated looks – classic styling with contemporary cuts,” added Jenna Walter, one of the co-founders of Honors. “It’s been a good show. For a new brand like us, participating in the Fashion Show gave us good visibility and a good kick start. People saw us there and came by the booth.”