Three Under Par
EVERYTHING IS BACKWARD in golf.
While a lot of golfers out there reading this might take offense to that statement, think of the layperson’s language comprehension. In normal, everyday conversation, “under par” is not exactly the most ringing endorsement of, well, anything. Who would want to hear their mechanic’s work described that way? Or worse, the skills of their heart surgeon?
However, on the course, if someone’s coming in under par, it’s the mark of a formidable opponent. And three under par? It’s not only great, it’s even more rare than a hole in one. In fact, that golfer’s got an albatross on his hands (yet another word that does not mean the same thing in regular conversation).
So for the sake of this, a golf-themed article, please consider the headline from a golfer’s perspective. Rather than settle for the same old polo shirts this year, instead consider an apparel piece that has the triumvirate: longevity, style and performance. Together, these “three under par” qualities will ensure the promotion lasts far beyond the 18th hole. Bogeys for all! (nope, still don’t get it).
The Long Game
According to Lisa DeGeare, vice president at Whispering Pines Sportswear, Monroe, N.C., distributors putting together golf-apparel promotions have one common, yet duly prized, goal: “high-quality garments that their customers will be satisfied with over a period of time.”
It’s a standard rule of fashion: in the end, tradition will always trump trends. Since no other sport has quite cornered the market on casual, yet refined, style the way golf has, longevity is key. Though these apparel items might be tweaked stylistically along the way, their classic silhouettes are exactly what will keep them perpetually current, both on the course and in the mainstream. “Golf apparel is appropriate wear for so many different occasions from the golf course, to corporate wear to everyday wear,” said Matthew Waterman, senior marketing manager for Winston-Salem, North Carolina-based Hanesbrands Inc., which owns Hanes Printables and the Outer Banks sportswear brand.