Fashion industry collaborations have become all the rage in recent years. To name just a few, there was the 2015 partnership between Apple and Hermès that created a higher-end special edition of the Apple Watch; Zara’s capsule collection of Barbie apparel honoring the 2023 film by the same name; and Tiffany & Co. teaming with Nike on an updated Air Force 1 shoe silhouette with the Tiffany Blue swoosh.
When brands collaborate, not only does it expand their reach to new audiences, but they get to share costs and resources to achieve better results with a less formidable investment. Plus, there’s an excitement that comes with these partnerships, which can be played up on social media to spread anticipation and enthusiasm for the product or collection.
The benefits of such collaborations are not lost on the golf industry. We are seeing more golf brands working together – or with partners outside the industry – on a range of apparel and accessory items, including the following ventures:
Puma Golf
Puma Golf has been a leader in the collaboration category, beginning with its long-term partnership with Volition America, a fashion brand that donates 13 percent of its profits to educational scholarships for the families of fallen and disabled military heroes. The Puma Golf x Volition America collection features patriotic red, white and blue color patterns, as well as all the hi-tech materials and designs featured in Puma’s other gear.
Another successful partnership for Puma is the Puma x Arnold Palmer Collection, with the second installment dropping this past July. Palmer’s phrase “You must play boldly to win” has been captured in a collection of fresh, sophisticated looks that combine traditional golf styling with modern trends and performance fabrics.
The 2024 line also includes women’s apparel for the first time – items like a pique polo in navy or pink, golf dress in deep navy and quarter-zip sweater in warm white – with fine detailing adding to the premium nature of the collection, the company says.
Puma and spokesperson Rickie Fowler have also teamed with superstar DJ Kygo and Palm Tree Crew to create the Puma x PTC collection, designed to provide a “resort feel with tropical vibes.” The latest collection – marked by the golden palm tree logo – includes shirts, hoodies, caps, socks, shoes, women’s looks and a limited-edition Cobra driver. Each drop is inspired by Fowler’s SoCal roots and Kygo’s tropical lifestyle, offering looks that work for golf, an active lifestyle and beach activities.
“We’ve been very fortunate to work with some amazing partners that help us create a viable commercial business while also balancing out seasonal buzz,” says Puma Golf Marketing Director Mike Diaz. “The value comes in many different forms depending on the brand, the audience they can reach, the access to different distribution channels, the style and fashion trends they can authentically tap into, or simply the cool factor.
“Really, each collab has its advantages – we just have to pull the right levers with the right partners.”
adidas Golf
adidas Golf has also forged its share of collaborations, starting with PALACE Skateboards (sportswear, accessories and footwear inspired by sport) in 2020, followed by Vice (a colorful limited- edition footwear model) in 2021, and Burning Cart Society (limited-edition collection from the adicross range) and Bogey Boys (a collection combining adidas’. sport and lifestyle heritage with Macklemore’s vintage look) in 2023, among others.
This year, adidas embarked on a venture with JAY3LLE, Johan Lindeberg’s high-fashion label co-founded with his daughter, Blue. Together, the companies created a capsule of apparel, footwear and accessories with signature pieces like a Bomber Jacket with three-stripe accents over the sleeves and subtle adidas x JAY3LLE branding on the left chest; a Pleated Skort made of adidas performance fabrics and including a belt with a removable pouch option; and CODECHAOS JAY3LLE, a high-performance spikeless laced high-top with a futuristic design and premium perforated leather detailing that “challenges the aesthetic of traditional footwear.”
In addition, the Crosby Collection paired adidas and Malbon – one of golf’s hottest young brands – in a capsule inspired by Bing Crosby. In 1937, the legendary actor/singer started the popular Crosby Clambake that brought musicians, actors, celebrities and professional golfers together for a friendly golf competition. Taking a cue from the earlier era, designers put together a range of product like button-down polos, pleated bottoms, a lightweight sport coat and an iconic cardigan inspired by a poster from one of the early clambakes.
“Golf has experienced a tremendous amount of growth over the last several years, which gives us unique opportunities to connect with both new and existing golfers,” says Dylan Moore, Senior Director of Design, adidas Golf. “Fashion is a form of self-expression both on and off the course. With these collaborations, we are able to push what the ‘golf uniform’ can be, and do this by tapping into the brand’s heritage while also infusing golf-specific features and benefits into our products.”