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Brands

Under Armour Launches Footwear Optimisation

Under Armour launches 2-hour footwear optimisation. (Photo: Under Armour)

Under Armour has announced the launch of its unique Footwear Optimisation Process in collaboration with Stoke Park and Biomecaswing at the new Under Armour Golf Footwear Performance Centre. 

Under Armour’s Footwear Optimisation Process

Designed to offer golfers the pinnacle of custom fitted footwear across its Award-Winning Drive Pro Series, customers will experience a 2 hour, four-step footwear fitting like no other in the game. 

The Four-Step Custom Footwear Fitting Process

The first step is an initial assessment with the golfer wearing their own footwear. An initial kinetic and kinematic assessment is carried out using the BiomecaForce system. At this point key data metrics such as club speed, ball speed, spin rate, strike location and carry distances are recorded with TrackMan.

From this initial assessment the player will be recommended one of the game-changing Drive Pro Series spiked or spikeless models based on peak force, rotation, translation figures and in line with their swing signature.

Once the selected footwear, further assessment will be conducted on the BiomecaForce system to demonstrate the measured gains in both kinetic and kinematic data and alongside the TrackMan data.

In step three, golfers receive an assessment of their feet using the market-leading SIDAS Podiatech system to better understand the foots anatomy and its impact on their own golf swing. Once completed, custom insoles are built on site to promote optimised stability and an increased ability to create higher peak forces – in turn taking the performance of their footwear even further.

Once the custom insoles are built and fitted into the Drive Pro shoes, final assessment is conducted to highlight the performance gains achieved throughout the session.

Insights on the Footwear Optimisation Process

Richard Palmer Jones, Under Armour Golf UK, said: “The Under Armour Footwear Optimisation Process utilises a unique and proprietary combination of the most advanced athlete performance tracking technology in golf. This allows golfers to understand the importance and impact of their footwear to their on-course performance in simple terms through the data improvements that we see time and again when putting people through our fitting processes. The addition of SIDAS Podiatech technology allows us to take the fitting process further through the use of custom insoles – producing the ultimate experience for any golfer looking to maximise their potential.”

Chris Murtagh, Head of Instruction at Stoke Park, said: “The opportunity to launch the Footwear Optimisation Process at Stoke Park with Under Armour is incredibly exciting. Having fit customers into the Drive Pro Series since it launched in February, we’ve seen how these products have consistently improved golfers. Utilising the BiomecaForce system alongside SIDAS Podiatech technology is the natural progression to deliver the ultimate in performance footwear. Under Armour’s mission to make athletes better has established golf footwear as an essential piece of golf equipment for the first time.”

Each session costs £500 and includes 2 hours of Biomechanical analysis, both pre and post-testing, 1 pair of Drive Pro Series Spiked or Spikeless shoes, and 1 set of custom insoles.

To find out more or book a session please contact Chris Murtagh at Stoke Park on 01753 717184 or via email at [email protected].

Text provided by Under Armour

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Brands

Mixed Quarterly Results at Callaway – Topgolf in Focus

Callaways earnings report. (Photo: Getty)
Callaways earnings report. (Photo: Getty)

Topgolf Callaway Brands Corp. has announced its financial results for the second quarter of 2024. While the company wants to send positive signals in some areas, it is struggling with some challenges and is particularly critical of developments in the Topgolf segment.

Callaway: Financial results for the second quarter

In the second quarter of 2024, the company generated a net income of 62 million dollars. Compared to the previous year, this represents a decline of 47.1 %. However, excluding certain exceptional items, adjusted income rose to $83 million, an increase of 9.9%. Adjusted EBITDA, which represents operating earnings before interest, taxes, depreciation and amortisation, was USD 206 million, exceeding expectations.

Consolidated revenue, on the other hand, fell by 1.9 % to 1,157.8 million dollars. This decline is mainly due to lower demand in the golf equipment and active lifestyle segments. In the golf equipment segment, sales fell by 8.2%, which Callaway said was the result of a planned shift of the market launch of equipment products compared to last year. This was compounded by challenges such as negative FX trends, persistently high inflation and weaker than expected visitor numbers at top golf locations.

Despite the decline in sales, the company was able to maintain its leading position in the US market for golf clubs and golf balls. Callaway’s products, in particular the new Ai Smoke clubs and Chrome Tour golf balls, continued to show strong sales figures.

Sales at Topgolf below expectations

Topgolf, a central component of the company, recorded an overall increase in sales of 5% in the second quarter of 2024, but this was mainly due to new locations. Locations that have been in operation for 24 months or more saw an 8% decline in sales. This development is due to lower customer frequency at existing locations. Commenting on Topgolf’s performance, Chip Brewer, CEO of Topgolf Callaway, said: “We have been disappointed in our stock performance for some time, as well as the more recent same venue sales performance.”

In light of these figures, the company has initiated a strategic review of Topgolf, considering various growth strategies and potential structural changes. Brewer added: “This review includes the assessment of organic strategies to return Topgolf to profitable same venue sales growth, as well as inorganic alternatives, including a potential spin of Topgolf.” However, Brewer also emphasised that the company remains a firm believer in the potential of Topgolf: “We remain convinced that Topgolf is a high-quality business with significant future opportunities. It is transforming the game of golf and we believe it will deliver significant growth and financial returns over time.”

Adjusted annual forecast and financial measures

Due to the current challenges, the company has been forced to revise its annual forecast downwards. The expected annual turnover is now between 4,200 and 4,260 million dollars, while the adjusted EBITDA is estimated at 570 to 590 million dollars.

In order to be in a stronger financial position, the company has also repaid 50 million dollars of its debt ahead of schedule and increased its liquidity, i.e. its available funds, by 136 million dollars compared to the previous year.

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Brands

Tiger Woods announces new clothing line Sun Day Red

Tiger Woods announces clothing line Sun Day Red. (Image: Getty)
Tiger Woods announces clothing line Sun Day Red. (Image: Getty)

After weeks of speculation, Tiger Woods officially announced his clothing line Sun Day Red on Monday afternoon. The announcement took place at an event near the Riviera Country Club, where Tiger Woods will participate in this week’s Genesis Invitational, marking his season debut. Sun Day Red is set to launch on May 1.

Tiger Woods and his red tradition

Following the announcement in January that Tiger Woods and Nike would end their collaboration after nearly 30 years, speculation arose about how Woods would dress in the future. Now, the new clothing line Sun Day Red was unveiled at an event in Los Angeles. The brand, launched in collaboration with TaylorMade, will debut on May 1 and is named after Tiger Woods’ tradition of wearing red on Sundays at tour events.

“It started with mom”, Woods said at the event. “Mom thought being a Capricorn that my power color was red, so I wore red as a junior golfer and I won some tournaments. Lo and behold, I go to a university that is red, Stanford is red. We wore red on the final day of every single tournament, and then every single tournament I’ve played as a professional I’ve worn red. It’s just become synonymous with me.”

Brand advertises luxury and innovation

As stated on the official website, Sun Day Red promises to “a brand that promises to bring a new and elevated standard to performance wear and luxury lifestyle fashion.” Additionally, it will offer “never-before-seen patterns, fabrication and technical detailing intended to elevate all levels of play.”

Tiger Woods sees the termination of his partnership with Nike and the establishment of his standalone brand under TaylorMade as the right timing and step in his life: “It’s transitional. I’m not a kid anymore. I want to have a brand I’m proud of going forward.” Sun Day Red will be based in San Clemente, California, rather than in nearby Carlsbad, where TaylorMade’s headquarters is located. According to TaylorMade CEO David Abeles, the brand stands alone. “It is independent from TaylorMade and it is run by an independent group of leaders that are part of my team.” This is not expected to change in the future.

Tiger Woods with first tournament appearance of the year

However, Tiger Woods will first focus on his first tournament of the year, the Genesis Invitational. Starting on Thursday, February 15, this will be the 82-time PGA Tour winner’s first tournament since December when he finished tied for 5th place at the PNC Championship with his son Charlie Woods.

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Brands Equipment

Callaway Golf announces Minjee Lee as new staff professional

Minjee Lee joines Callaway as staff professional in 2024. (Photo: Callaway)
Minjee Lee joines Callaway as staff professional in 2024. (Photo: Callaway)

Today Callaway Golf, one of the industry’s leaders in equipment design, performance, and innovation, announced a new multi-year staff pro agreement with global women’s golf superstar, Minjee Lee. With this announcement, Lee will carry 14 Callaway clubs in the bag, including an Odyssey Putter, plus a Callaway golf ball, bag, and glove.

Minjee Lee joins Callaway Golf for 2024

The 27-year-old Australian native has been a dominant player throughout her golf career. Lee was the #1 ranked Women’s Amateur prior to turning professional in 2014, and since then she has won 10 LPGA Tour events, including major victories at the 2021 Amundi Evian Championship and the 2022 U.S. Women’s Open. She recently won two LPGA events in 2023 at the Kroger Queen City Championship and the BMW Ladies Championship. Her brother Min Woo Lee is also a Callaway PGA TOUR Professional.

“I’m thrilled to be joining the Callaway Staff, and I’m excited to see how their equipment will help my performance going forward,” Lee said. “They’re the most played club brand on the LPGA, so I’ve seen how good the product is, and how much it’s helped my brother take his game to the next level. Now that I’ve had a chance to try their new driver and the Chrome Tour Ball, I feel confident in my setup, and I know that this is the right decision for me.”

“Minjee is such a special talent, and we want to help her reach her goals, win more events, and compete on the biggest stages,” said Tim Reed, SVP of Pro Tour at Callaway Golf. “Our fitters have had a great experience so far working with her, listening to her feedback, and getting everything dialed for her game. We can’t wait to see what she achieves with our equipment in play.”

Her current bag features a Paradym Ai Smoke Triple Diamond Driver, an Odyssey Putter, and a new Chrome Tour X Ball.

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Brands Equipment Products

Callaway Golf announces new Paradym Ai Smoke woods and irons

The new Callaway Golf Paradym Ai Smoke Family. (Photo: Callaway)
The new Callaway Golf Paradym Ai Smoke Family. (Photo: Callaway)

Callaway Golf, one of the industry’s leaders in equipment design, performance, and innovation, announced their new family of Paradym Ai Smoke Drivers, Fairway Woods, Irons, and Hybrids. Designed with extensive player data and a new Ai Smart Face to create sweet spots across the entire face, these clubs are available for pre-sale on January 12, and at retail starting on January 26.

“Sweeter from every Spot” – The new Callaway Paradym Ai Smoke Drivers 2024

The Paradym Ai Smoke Drivers represent a quantum leap forward in Callaway’s Ai journey, with the most sophisticated face they’ve ever created from player data and machine learning. The Ai Smart Face optimises driver performance using swing dynamics from thousands of golfers. By leveraging Ai and Machine Learning, these swing dynamics are used to create over 50,000 virtual face prototypes, optimising performance for each head shape.

With Ai Smart Face technology, micro deflections are activated upon impact helping to optimise launch and spin on off-centre shots. The result is sweet spots not just in the centre, but all over the face. The 360° Carbon Chassis has been refined to promote increased weight distribution. By adding an internal titanium support structure, the Carbon Chassis is now 15% lighter. This mass has been redistributed into the head to improve launch conditions and add forgiveness.

Four models are available: Ai Smoke MAX is suited for every level of player with a forgiving shape and adjustable perimeter weighting for up to 19 yards of shot shape correction. MAX D is built with high MOI, and a generously stretched profile for players looking for shot shape correction. Triple Diamond is for better players looking for increased workability, and MAX Fast promotes lightweight, easy-to-swing performance.

Paradym Ai Smoke Fairway Woods

The Paradym Ai Smoke Fairway Woods feature Callaway’s Ai Smart Face. Every face is designed to optimise launch and spin, creating sweet spots across the entire face. Based on player testing and feedback, the Callaway engineering team focused particularly on improving performance low on the face, where a lot of misses with fairway woods take place.

Their Carbon Chassis has been refined to promote enhanced launch, spin, and increased forgiveness. And the Tungsten Speed Cartridge pushes the centre of gravity (CG) low and forward for improved launch and distance.

Four models are available: Ai Smoke MAX is the most extensive offering for consistent launch and a neutral ball flight. MAX D is built with high MOI for players looking for shot shape correction, and Triple Diamond is suited for better players who want more workability. MAX Fast is the lightest weight model, providing a forgiving shape that’s easy to launch with draw bias.

Paradym Ai Smoke Hybrids

The hybrids use Ai Smart Face to promote maximum distance with tight dispersion into the green. They feature a shallower profile for high, easy launch while the Tungsten Speed Cartridge creates exceptional distance. A more pronounced sole camber offers enhanced turf interaction, ensuring precise, clean contact.

Three models are available: Ai Smoke features a brand-new contemporary design with a larger profile for amplified forgiveness and instilled confidence at address. Additionally, a more pronounced sole camber offers enhanced turf interaction, ensuring precise, clean contact. Ai Smoke HL is designed to increase distance, improve launch, and tighten dispersion. The lightweight Max Fast promotes more swing speed and launch.

Callaway Paradym Ai Smoke Irons

A total revolution in iron performance from Ai Smart Face. With the Ai Smart Face, the Paradym Ai Smoke irons promote exceptional distance, tight dispersion into the green, and optimal launch in a modern construction. The new shape consists of longer blade lengths, thinner toplines, and optimised sole widths to create a forgiving, yet streamlined look at address. An all-new Dynamic Sole Design features a pre-worn leading edge with variable bounce that cuts through the turf with extreme efficiency.

Three models are available in this game-improvement lineup: Ai Smoke is best suited for golfers with average to high swing speeds looking to maximise distance and improve dispersion. Ai Smoke HL is made for higher launch and more spin for players that need those added benefits. MAX Fast is built to optimise swing speed and increase launch.

Text: Callaway GolfThe new Paradym Ai Smoke family from Callaway promises better hits across the entire clubface. To achieve this, the developers are once again supported by artificial intelligence.

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Brands Equipment Products

Callaway announces new Chrome Tour and Chrome Soft Golfballs 2024

The new Callaway Chrome Soft, Chome Tour and Chrome Tour X Golfball 2024. (Photo: Callaway)
The new Callaway Chrome Soft, Chome Tour and Chrome Tour X Golfball 2024. (Photo: Callaway)

Callaway Golf, one of the industry’s leaders in equipment design, performance, and innovation, announced their new line of Chrome Tour, Chrome Tour X, and Chrome Soft Golf Balls. From cover to core, these golf balls are the new gold standard for Callaway in performance, and they will all be available at retail on February 2.

Every detail in this lineup has been optimised, including the new Hyper Fast Soft Core, mantle designs, new Tour Seamless Aero package, and the cover formulation. Each of these technologies are measured through industry-leading manufacturing, with over 100 million proof points, for the most consistent performance. Throughout the development, Callaway’s R&D team has worked extensively with some of the best Tour players in the game, incorporating their detailed feedback into the engineering and performance characteristics of these golf balls.

Callaway Chrome Tour Golfballs: Designed for the best golfers out there

Chrome Tour is engineered for better players who want the best in distance and feel. It provides outstanding performance with exceptional speed, consistent flight, incredible spin, and greenside control. The core is engineered for the optimised balance of long distance and soft feel. The aerodynamic package is built for consistently stable ball flights in any condition. Additionally, better players can aggressively go after shots from added spin through the bag, while the cover system provides outstanding control and Tour-level feel.

Chrome Tour X is for the best players who want speed and the ultimate control from their Tour Ball. It provides outstanding distance, workability, and spin so you can experience your best performance from tee-to-green. The core promotes maximum ball speed and distance, especially off the driver, while the Seamless Tour Aero promotes consistently penetrating flight with enhanced workability for every club. Better players can also take advantage of the spin and workability in Chrome Tour X to hit the most precise iron and wedge shots.

Completing the lineup, Chrome Soft provides outstanding performance with faster ball speeds, a new seamless Tour Aero to optimise your ball flight, increased greenside control, and soft feel. It’s built for aspirational players who are looking for a Tour quality ball. Chrome Tour, Chrome Tour X, and Chrome Soft will be available for purchase on February 2.

Text: Callaway Golf

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Brands Equipment Golfshoes

Duca del Cosma presents new shoes for the Cool Season Line

Duca del Cosma presents the new collection for the cool season. (Photo: Duca del Cosma)
Duca del Cosma presents the new collection for the cool season. (Photo: Duca del Cosma)

Italian golf fashion brand Duca del Cosma, the market leader in golf boots across Europe, has elevated its popular Cool Season golf boot collection with the introduction of new, eye-catching models and colourways for golfers looking to impress during the cooler golfing months.

Duca del Cosma: Extension of the ‘Cool Season Line’

Handcrafted using the most premium materials, the latest waterproof golf boot line-up offers six new designs and two chic colourways applied to two of the best-selling women’s models. The all-encompassing collection is available from 3 October and is comprised of 31 stylish options featuring ultra-modern golf shoe technologies to deliver top performance.

Leading the latest collection is the all-new FRANCESCA women’s and PRATO men’s boots designed to deliver ultimate grip and stability, plus added warmth in the harshest playing conditions. With fashion, sporty and classic styles to choose from, the collection offers striking looks to gain the attention of playing partners on and off the course.

“Duca del Cosma is proud to be leading the growth of golf boot sales across Europe and Scandinavia for both male and female players”, said Merle Deterink, Global Marketing Director. “As we’ve seen a 30% increase in sales of our golf boots since last year, we believe this offers a great opportunity for golfers to explore footwear that extends their golfing season and retail partners to stock as many choices as possible”, she added.

The new golf shoes from the women’s collection of Duca del Cosma

Spearheading the stylish women’s collection is the FRANCESCA boot, designed for fashion-conscious golfers who place a premium on functionality and unmatched performance in cooler conditions. Introducing hints of the purest Italian design, the waterproof boot boasts a striking print and soft faux fur ankle cuffs for a subtle touch of luxury.

Offering a more sophisticated appearance, the timeless OLIVIA high-top boot will look at home both on and off the course. Handcrafted with a soft premium vintage Nappa leather upper, the boot features fashionable Duca del Cosma detailing down the side and is available in Black and Brown.

The popular and lightweight PALAZZO and PRADO styles feature the Airplay 6 outsole for a supremely cushioned fit, plus a combination of true comfort and stability on the course. The chic PALAZZO features a faux fur collar, while the PRADO quilting detail on soft Italian Nappa leather outer provides an unmatched air of elegance. Both styles are available in the all-new Taupe colourway.

The PALAZZO boot from Duca del Cosma. (Photo: Duca del Cosma)

Another sporty option sure to make a statement is the SONESTA style. Designed for exceptional grip and stability, it is the perfect choice for the fashion and eco-conscious golfer. Handcrafted using sustainable microfibre combined with a recyclable embossed and printed PU patent, its dazzling sparkle design will certainly grab the attention of those on the course and in the clubhouse.

Closing out the standout collection of women’s boots is the all-new SABRINA, featuring a unique buckle and brogue-like design for a distinctive yet classy finish. The cool seasons of golf are no match for this shoe, with premium fleece lining, faux fur cuff and waterproof bootie system to ensure feet stay comfortable and deliver during play.

The new golf shoes from Duca del Cosma men’s collection

A seamless combination of fashionable and sporty looks are bolstered in the men’s range with the introduction of the PRATO model. Constructed using exceptionally soft Nappa leather and the breathable ARNEFLEX® insert sole, this waterproof boot ensures a super stable stance to deliver optimal power in the swing, thanks to the construction of the advanced D-Eva® outsole. With Duca del Cosma branding on the outside the boot, it’s available in the contemporary Dark Grey and Cognac colourways.

The FONTANA boot from Duca del Cosma. (Photo: Duca del Cosma)

Another welcome addition to keep feet warm and dry during the round is the FONTANA style. The classic boot comes with a soft fleece lining for unrivalled comfort, as well as a soft recyclable microfibre upper. Available in Brown and Navy with contrasting soles.

Text: Duca del Cosma

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Brands Equipment

Callaway Golf and Jon Rahm announce long-term partnership extension

Today Callaway Golf, one of the industry’s leaders in golf equipment design, performance, and innovation, and Jon Rahm, one of the best players in the world, announced a new long-term partnership extension.

Rahm joined Callaway in 2021 and earned his first major championship win at the 2021 U.S. Open at Torrey Pines, which moved him to Number One in the World Golf Rankings. He won three more times in 2022 and has continued his remarkable run of form this season. Jon leads the PGA TOUR with four wins in 2023, highlighted by his second major championship in April at Augusta, where he delivered a masterful performance to secure the Green Jacket.

Jon Rahm also on the road with Callaway in 2024

Rahm will continue to play a full bag of Callaway and Odyssey equipment, wear Callaway headwear, TravisMathew apparel and footwear, and support Topgolf’s global golf entertainment venue business. Topgolf Callaway Brands Corp. (NYSE: MODG) will leverage this partnership towards the Company’s strategic goal of strengthening its position as the leader in golf equipment globally, as well as its leadership positions across the modern golf ecosystem.

“I’m so happy to continue this incredible relationship with Callaway and I truly have played the best golf of my career with their equipment,” Rahm said in a provided statement. “From the driver to the golf ball, they continue to set the bar higher with every new product line, and I’m looking forward to many more great years with their team.”

“We’re so proud to have Jon on our staff, and we couldn’t be more excited about this extension of our long-term partnership,” said Topgolf Callaway Brands President & CEO, Chip Brewer. “Jon is an amazing talent, and he’s driven to be one of the very best to ever play the game. Equally important, he is a man of strong integrity and a brand ambassador who shares our passion for making a positive impact on our global sport. It’s a pleasure to work with him, and we look forward to focusing our considerable resources on his continued success.”

This extension includes an equity position for Rahm in Topgolf Callaway Brands, a position that both aligns the Company’s interests and demonstrates Jon’s confidence in the strategic direction of the Modern Golf family of TCB Corp Brands.

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Brands

Original Penguin Golf launches debut Women’s collection

Some specimens from the new collection of Original Penguin Golf. (Photo: Original Penguin Golf)
Some specimens from the new collection of Original Penguin Golf. (Photo: Original Penguin Golf)

Original Penguin Golf, as worn on the PGA Tour by Australian Cameron Smith, today announces the important launch of its first ever collection for women, with a clean, mid-century modern (MiMo) aesthetic to debut the new Spring-Summer 2022 line.

Using a lot of the contouring details taken from Original Penguin’s iconic Earl Polo, the company have curated a striking range of feminine, sophisticated and versatile clothing with a delicate retro edge, designed for those seeking a modern and fashionable look.

Innovative, sustainable and stylish

Equally appealing on the golf course and a general active lifestyle, Original Penguin Golf’s now iconic prints and patterns remain true to the company’s heritage by staying quirky, fun and, at the same time, chic and stylish.

While the Women’s Collection upholds the heritage and tradition synonymous with the Original Penguin’s men’s line, Spring-Summer 2022 sets a new standard for innovation and sustainability required by today’s modern female.

Fabrics are made of recycled materials like an amazing luxe, high-gauge performance blend with flexible-stretch, and ultra-soft pima cotton blends.

The collection also includes a host of crossover pieces like leggings, lightweight sun-protection pieces, track jackets, jogger silhouettes, and biker shorts.

Clothing creates “comfort and confidence”

Commenting on the launch, European Brand Director, Helen Willsmer, commented: “This new launch marks a huge moment in the growth of Original Penguin Golf and recognises the increasing importance the brand puts on female sport and leisure. In creating Spring 2022, after a record year of the company in 2021, we have thought not only of the outer, aesthetic details of the collection, but also the inside details that create comfort and confidence when wearing a great fitting garment.”

Garments include built-in shelf bras with removable inserts, performance shorts with performance inside liners, bloomers with multi-function pockets, built-in tummy control in all bottoms, and soft, elastic gripper tape on all shorts for skirts and dresses.

(Text: Original Penguin Golf)

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Apparel Brands European Tour

Maui Jim becomes Official Eyewear Supplier of the DP World Tour

As part of the new agreement, the Hawaii-based brand, Maui Jim, not only renowned for their superior lens technology and premium collections. But also, it will supply eyewear to DP World Tour staff working at events across the world.

Benefiting from global marketing rights as well as an onsite presence at several tournaments throughout the season. The agreement will also enable Maui Jim to further engage with golf fans around the world across traditional news media and digital platforms.

Besides being the Official Eyewear Supplier to the DP World Tour, Maui Jim will also become the Official Eyewear Supplier to two Rolex Series events each season. The BMW PGA Championship at Wentworth Club in the UK, and the season-ending DP World Tour Championship at Jumeirah Golf Estates in Dubai.

The brand is already a familiar site in professional golf, with brand ambassadors including professionals such as Miguel Angel Jimenez and Jorge Campillo.

About Maui Jim

Invented more than 30 years ago to combat the harsh rays of the Hawaiian sun. All Maui Jim sunglasses cut 100 percent of harmful UV rays and 99.9 percent of glare from above, below and behind each lens.

Maui Jim’s PolarizedPlus2® lenses increase definition and depth perception. This is particularly important for golf, and can be found in a wide variety sport and casual styles for both men and women.

Martijn Van Eerde – Senior Director, Marketing EMEA & APAC of Maui Jim.

“We take great pride in the renewal of our partnership. In 2019 we boosted our presence in golf by becoming official supplier of the Tour. A relationship that quickly proved to work very well. Therefore, we immediately saw a great fit between our teams and culture. The pandemic of course abruptly interrupted progress. However, now we feel very fortunate to be able resume our joint efforts with this milestone agreement.

Golfers around the world, as well as many working in and around the sport, can benefit greatly from using our products and technology. We look forward to working with the European Tour group across the DP World Tour. As well as to further develop that potential alongside our efforts in tennis, Formula 1, SailGP and of course Manchester United partnerships.”

Max Hamilton – Commercial Director at the European Tour group.

“We’re delighted to welcome Maui Jim as our Official Eyewear Supplier. Also excited to see their products in use by our teams across the world during the new DP World Tour season. The brand is premium, high tech, and globally minded. Therefore, this partnership felt like a perfect fit for both parties. We look forward to promoting the brand to golf fans through a series of digital and tournament specific activations.”

Press Release by European Tour Group Communications