Over 1,000 PGA of America Golf Professionals, buyer/merchandisers and other industry members flocked to Frisco, Texas – home of the PGA of America – last month for the 2025 PGA Buying Summit. The show was booked solid, with booths spilling out into the hallways as PGA Professionals and golf shop buyers scrambled to see spring 2026 collections from as many of the 168 apparel, headwear, shoe and accessories exhibitors as possible during the three-day event.
“We’ve met with accounts from Texas and Oklahoma, and a lot of people here are ready to buy,” said Chris Warren, National Sales Manager for Turtleson. “For spring, there’s a lot of newness and color – from blues and greens to pinks and oranges. Prints and stripes continue to do well, and we have a diamond knit weave program of sophisticated polos with a grosgrain ribbon in the placket. Hoodies continue to be strong, but we’re still selling a lot of quarter zips of different weights and fabrics.”
For many, the show presented an opportunity to show their brand to customers that goes well beyond seeing samples in a van or a rack being dragged into a golf shop. “It gave us chance to help people visualize how the apparel will look in their shop,” said Andy Bell, CEO of recently relaunched Ashworth. “It’s about being visually present, getting out and talking to people, seeing their reactions to the products. There’s a national presence to this event, but it’s also a regional show, and we’ve had some very important conversations with really good customers.”
Before the show floor opened, attendees got a look at spring 2026 style trends during the sold-out Fashion Show, held at the Panther Creek Pavilion, the resort’s premier events venue. Sponsored by VYBWEAR, the show’s participants also included 70degrees, A. Putnam, Blanco, Blue Delta, Clique Golf, Crossover Golf, Emyvale Golf, Famara, Fore All, Kastel Denmark, Mantra, Sofibella, Tipsy Elves and Tori Richard.
“I’m always so excited to see the fashions show because it gives insight into the brands that are here,” said Jennifer Roddy, AGM Merchandise Manager at the Hyatt Regency Lost Pines Resort and Spa/Lost Pines Golf Club in Cedar Creek, Texas. “It makes it three-dimensional, and it’s nice to see it on someone and what the fit is, as opposed to on a hanger.”
Color was present across collections, including Antigua’s spectrum of greens – from perennial green and juniper to soft jadeite – layered with vibrant pinks and anchored by a rich, modern navy; Scales’ vibrant palette of blues and greens “inspired by time spent on the water;” Harlestons’ use of moody ocean blues, marshy teals, soft pinks and sun-washed primaries; and Greg Norman Collection’s combinations of soft lilac/fuchsia/deep charcoal, oceanic blue/serene aqua/capri and red lobster/vintage blue.
Another overriding theme was the presence of fitness influenced collections meant to transition easily from golf to running and other active pursuits. Hoodies continue to be present in multiple collections, with new options like Rhone’s women’s ribbed hoodie with a terry hand, Municipal’s fleece hoodies available in 22 colors and SanSoleil’s women’s hoodies for golf and everyday wear that can be styled up with a puffer vest or dressed down with leggings.
“Hoodies are everywhere in golf – you see golf professionals wearing hoodies on the course – and they’re not going away,” said Dave Leveille, President of Wholesale for tasc Performance. “We’re providing product that’s so versatile you can wear it for a jog, to work or on the course.”
In addition to fitness lifestyle looks, there were also a number of lines showing sophisticated crossover styles meant to take golfers from the course to the office to evening/weekend activities. On the men’s side, newcomer Blanco – named the Fashion Show People’s Choice for “Favorite Men’s Brand” – displayed monochromatic outfits (polo, belt and trousers) done in luxury performance fabrics. Showgoers also saw luxe layers in merino wool and cashmere at the Harlestons booth, as well as “modern-day luxury golf and athletic” apparel from Redvanly in the Ranstead pull-on jean, Calvin pull-on chino and MOTIONpique polos with a subtle, refined texture.
At the same time, several women’s brands displayed sophisticated styles, including A. Putnam’s Mac Knit Cardigan with minimalist stripes and enamel and gold metal buttons and Wren Polo, a ruched piece done in a tonal performance seersucker fabric, and Williams Athletic Club’s Cooper Polo, a high-stretch technical knit with refined short sleeves and contrast tipping, and Anne Jacket, a new “go-to layer for cool mornings or post-round socials.”
In the footwear category, Duca del Cosma once again brought its European sensibility to the US golf market, garnering attention with models like the Remini, a high-performance shoe with a sporty aesthetic and cutting-edge technology in features like a waterproof bootie system and INSITE ArchRelief insocks. According to Sales Coordinator/Manager Ryan Leahy, the overall feedback from buyers was that the spring line “has a shoe for everyone and that it is the most complete Duca line to date.”
In addition, several headwear brands attended the Summit, showing the latest in performance fabrics and creative ornamentation. Newcomer Crafted, which started in the brewery space and has made a splash in golf with its Pimento Bogie Masters hat, was showing styles that are sweatproof on the inside and water resistant on the outside, while Fury was displaying at its third-straight Frisco Summit with hats designed specifically for golfers – as opposed to baseball players or runners – with oversized perforations to allow more airflow during the round.
Ahead showed a number of standount ornamentation options, such as the increasingly popular chenille patches, open edge felt applications, and cork logos as a nod to natural, sustainable products. And then there was Branded Bills, a rising star in the headwear space with an elevated sense of style and features like premium logos, double-layer paneling and reinforced stitching.
“We are solidifying relationships here with existing customers and meeting new ones. I feel it’s a great second touch for the year,” said National Sales Director-Golf Carl Montanye. “This being in the middle of the country allows us to meet clubs like Big Cedar, Black Desert and Desert Mountain. The conversations we had were great and you can’t replicate that on a call.”