The merging of sports and fashion has created interesting cultural shifts, turning top athletes into world-famous style icons. Among the most well-known athletes turned brand ambassadors is soccer legend David Beckham, now the face of Tudor watches, Adidas, and Armani. Some of the most notable developments in athlete/fashion collaborations took place last year, with several luxury brands scrambling to form partnerships with new sports figures to gain visibility in the 2024 Olympics. One of these fashion houses is Louis Vuitton, who signed five-time world champion swimmer Leon Marchand as a brand ambassador. There’s also Dior, who inked a deal with gymnast and four-time champion Melanie de Jesus dos Santos.
The sports and fashion partnership has always been lucrative for both fields as they gain new audiences and exposure to a different market. While basketball, tennis, and soccer athletes are almost always the first picks for brand ambassadorships, the fashion industry is also considering golf for upcoming collaborations, especially now that the sport is gaining traction among the Gen Z crowd. Here’s what you need to know about the intersection of golf and high fashion and how the sport will influence the fashion industry.
Tiger Woods paved the way – If there’s one golf pro that paved the way for golf and fashion collaborations, that would be none other than Tiger Woods. As one of the most famous athletes in modern history, he is considered one of the greatest pro golfers ever. People thought of him as a serious and focused player in his prime. However, he also captivated crowds with his smile and his energy. His youth was also a massive plus since golf has always been associated with the senior crowd, and having a young player dominating on the course was like a breath of fresh air for golf fans worldwide. Soon, the sports world became so enamoured with him that media outlets would constantly photograph him riding in golf carts or practising his swing, even during the off-season.
Throughout the late 90s and early 2000s, Woods has charmed people with his calm and confident demeanour, and it’s one of the reasons why sportswear behemoths like Nike and luxury fashion brands like Rolex have tapped him to represent them for many years. Recently, the American golfer inked a deal with TaylorMade to create his clothing line called Sun Day Red. We can expect Woods to wear his brand at the over 50 PGA Tour Champions since the golfer is about to turn 50 in December 2025. His undeniable impact on the sport and his skill and charm have helped fashion brands view golf in a brand-new way. In recent years, other pro golfers have also been offered fashion brand ambassadorships, such as Patrick Cantlay, who signed a deal with Hugo Boss, Min Woo Lee, who is signed with Lululemon, and Charl Schwartzel, who is currently sponsored by Michael Kors.
Golf-inspired fashion on the course and the streets – Golf is often associated with exclusivity and wealth, and over the years, its reputation has slowly evolved from being a sport for older adults to a cool and hip hobby. Young people are also starting to recognize golf’s health and social benefits since it enables one to engage in an active pastime outdoors while spending time with friends or co-workers. As a result, companies worldwide are now hopping on the golf trend, and indoor golf has become one of the most popular trends in sports and entertainment. In addition to that, golf content seems to be everywhere, with Gen Z influencers showing off their swing– and golf outfits– on Instagram and TikTok.
As golf’s trending demographic is getting bigger, younger, and more diverse, golf apparel brands are now borrowing influences from high fashion, streetwear, and hip-hop culture to produce clothing and accessories that will bring a new sense of cool to the fairways. According to David Lauren, chief innovation officer at Ralph Lauren, golf enthusiasts can expect a return to classic styles as there’ll be more knits, cashmere, and pieces to create quiet luxury looks on and off the course. The executive also said they’d have small-scale and large-scale prints for golfers unafraid to make a fashion statement. “There’s such tradition in golf, but it’s still a game, and it’s fun, and that’s reflected in what you want to wear,” he adds. Meanwhile, Billy Draddy of Summit Golf Brands says they’ll continue to use luxe fabrics like Scottish cashmere since they look better as they age.
Golf and fashion have always been a winning combination. In the coming years, more professional golfers will likely become brand ambassadors, while golf apparel brands will continue to evolve, benefiting those who are in it for the sport and the style points.
Article edited by Karl Webber