Rhone, founded in 2014 as a men’s performance lifestyle brand, has long been a favorite among golfers for its versatile essentials. In recent years, the brand has deepened its investment in the golf space, growing its on-course presence through a blossoming tournaments and outings program.
“We initially came to market in the green grass space, and we were looking for an organic way to expand into other markets and areas,” says Thomas Wilson, Rhone’s Account Executive Golf & Specialty. “So much of our business is based on region and seasonality. Obviously, the Northeast is different from the Southeast and Southwest in terms of the longevity of the golf season, so this was a perfect way to expand our reach throughout the year.”
According to Wilson, working on events is an opportunity to bring product to market at clubs that are in season but might not have open-to-buy dollars available. In Rhone’s home state of Connecticut, as well as New York, areas of New England and beyond, the company is using the events program to test products with clubs and offer support in a new way if they need gifting.
“If you think of a member-member event, for a new and emerging brand to get product on 50 to 100 members is very valuable,” Wilson says. “The seasonal assortment is equally valued, but it’s subject to floor space, so this is a great way to get product in members’ hands and get a touch point there.”
These events usually involve one piece per player, which is offered to the staff at wholesale cost. However, facilities doing a Rhone shopping experience are able to bring in a wider golf-specific offering sprinkled with lifestyle options.
“We see some higher-tier pricing, but also work with clubs that have more budget restraints,” Wilson says. “Typically, it ranges according to the demographics, from $98 to closer to $300.”
Providing product for 10 to 20 events annually across four territories, Rhone is also using tournament gifting to open up opportunities to service other club events, including Opening and Closing Day festivities, holiday pop-up shops and trunk shows. In October, for example, Rhone was at Winged Foot Golf Club in Mamaroneck, New York, for its Women’s Closing Day, where members enjoyed shopping the brand after lunch, according to PGA of America Assistant Professional Nick Deni.
“Rhone was our outside vendor for the event, and they were a hit – offering some great new styles, performance apparel and everyday wear,” says Deni, who oversees women’s apparel at Winged Foot. “We had received all the orders and already distributed them to our women by the end of October. Because our event was a priority for Rhone, we received the orders quicker than expected. That’s always a nice touch when a company delivers on time or ahead of schedule.”
Deni further describes Rhone as an “up and coming company” with products that work well for both golf and racquet sports.
“Their athleisure or everyday wear items did very well at our event, and I am looking forward to seeing them hit the golf world big in 2026,” he adds. “Having their offices in Stamford, Connecticut, you will see them hitting the Metropolitan, Long Island and Southern Connecticut clubs.”
Rhone has also done trunk shows and pop-up shops at TPC Brookline in Norton, Massachusetts; gifting for Pro Ams and corporate events at TPC Colorado in Berthoud, Colorado; and supported an event at Pebble Beach for the Steve Young Foundation last year. In addition, the company recently worked with Burning Tree Country Club in Greenwich, Connecticut, providing a tee gift of Commuter Shorts for a 100-person member-guest tournament, according to PGA of America Head Professional Todd Wingerter, who says the company’s styling is in line with golf apparel becoming more “athletic and casual.”
Wilson adds, “I think, first and foremost, it’s about getting the Rhone name out there in the golf space among the membership, building credibility with merchandisers and PGA of America Professionals who are willing to support the brand.
“A lot of times we have representatives on premises, educating members on the brand, telling our brand story and supporting the club staff – showing up in a meaningful way. It’s about lightening the load for staff, getting our message out in the way we want, strengthening those relationships and making sure there’s one less thing they have to worry about.”
