FIT FOR THE COURSE

THOSE WHO ARE intimately involved with the complexities of the golf game are generally interested in the latest and greatest golf equipment, including clubs, practice tools, ball markers, golf bags and the like (see page 22). However, when was the last time anyone heard the announcer at a golf tournament highlight a player’s high-tech polo or fancy footwear? Other players in other sports get it. Consider tennis’ famed Williams sisters who gained worldwide acclaim (aside from their wicked backhands) for the more-stylish-than-usual mini skirts and cropped tops they donned during each match.

Well, consider this as golf apparel’s runway debut. According to two industry suppliers, a golfer’s apparel is just as important to his or her game as is the equipment. And these days, promotional golf apparel is outfitting players in top-quality garments from head to toe that are sure to improve one’s game, both on and off the course.

WHEN THE SHOE FITS (THE PROMOTION), WEAR IT

The hottest and newest things to hit the promotional golf apparel market this year are custom golf shoes, according to Taryn Householder, graphics and marketing manager at Cleveland-based Par One Golf Specialties. She said the company’s MyJoys Contour and DryJoys Tech shoes can be custom-designed in a range of colors with personalization, a corporate logo or event information on the heel. By offering short lead times and low minimums, Householder said the shoes “are becoming more popular every day.”

She further pointed to FootJoy apparel as being one of the leading clothing lines for golf. “I think trends in golf apparel are ... new materials, textures and fibers to help [regulate] body temperature and dryness,” she said.

THE DRY TRUTH

Speaking of dryness, by now, everyone should know high-tech fabrics are what’s driving golf apparel. In fact, Dennis Rhodes, corporate and promotional sales manager at Pro Am Golf, St. Louis, said all the new trends focus on “lightweight, moisture-wicking fabrics” as what are keeping players comfortable on the course. “[These fabrics] also give UV protection, as well as [have] anti-microbial features woven into the garment,” he explained.