The German behemoth moved fully into golf in 1997 when it acquired TaylorMade.
But TaylorMade’s weak performance led Adidas to place it, along with Ashworth, up
for sale. Adidas will keep its golf apparel line, but questions remain as to the effect
of the sale. Still, the company enjoys a strong market share and continues to battle
Nike as one of the top brands in both men’s and women’s golf. Polos range from
$50 to $85.
FootJoy has taken the golf-apparel market by storm. With
more than 100 years’ of experience in golf footwear, it
expanded into a full line of golf apparel in 2012 and launched
a women’s line in June.
The brand features updated styling and offers both a
traditional and an athletic cut. Its buyers tend to be 30 or
older, so its styling appeals to a wide range of players. Unlike
other major brands, FootJoy is solely focused on golf, said
Chris Garrett, director of consumer marketing. “We think we
know golf better than anyone,” he said.
Its new women’s line — FJ Golfleisure — features
performance fabrics and flexible materials. The company also
offers outerwear. Polos range from $60 to $70.
Puma is the brand of Rickie Fowler, which means it’s more youthful
“We think of ourselves as being fun and inclusive,” said Kristin
Hinze, head of apparel for Puma Golf. “Progressive in styling. Color
is very important, and graphics are an important differentiator.”
While its target has been youthful and not necessarily the
traditional golf consumer, Puma is evolving. The company
revamped its creative team in late 2014, and its first collection
hit stores in June. Hinze said the
brand and its palette are now more
sophisticated than in prior years.
Polos range from $60 to $65.
The brand has a strong women’s
line that represents 30 percent
of its business. Lexi Thompson
has been the face of the brand
since she was 15. Puma focuses
on versatility, allowing women to
wear the same designs for other
“We pull trends from fashion
and don’t look to other golf
brands,” Hinze said. “Fashion
performs better for us than core
basics. That means a lot of colors.”
Tops start at $45.
Under Armour is relatively new to golf, but is it gaining ground on the market
leaders. The brand is built on apparel technology, and many think it does a better
job than even Nike in that regard. Under Armour sells golf more as a sport than a
lifestyle, which appeals to a younger demographic. The brand believes it is ready
to capture the 20-year-olds who grew up on its brand. But it has stayed focused
on simple, understated colors, such as blue, black, gray and white. With Jordan
Spieth as its spokesperson, the brand could follow a trajectory similar to the one
Nike and Tiger Woods enjoyed in the late 1990s. Polos range from $55 to $75.