Fashion Insider: Bigger logos will become more common
By Man in the Black Hat, PGATOUR.COM Fashion Insider
Like it or not, advertising and product placement makes the golf world go round, and golf apparel companies are upsizing to take advantage of precious TV time. Following the trend started by Polo's 'Big pony' logo, Under Armour looks poised to increase their logo sizing for 2011 based on Hunter Mahan's appearance on the cover of the most recent edition of a major golf magazine.
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All of which leads us to Robert Garrigus, who provides us with the all-important frame of reference for Under Armour's current logo sizing, long bombing his way to victory at this week's Children's Miracle Network Classic.
While no one wants to look like Tin Cup out there (save perhaps for one who tends to favor the louder apparel on TOUR), look for upsized logos on shirt sleeves, chests, and neck yokes going forward.
Black Hat Ticker: Start-up alternative golf shoe company TRUE Linkswear, both fronted and backed by PGA TOUR member Ryan Moore, passed a significant milestone over the weekend, announcing that all pre-orders have now been filled. Expect to see the slipper-like ...
When news broke mid-summer about Camilo Villegas making the move from Cobra (now part of Puma Golf) to TaylorMade, there was much gnashing of teeth among golf fashion media regarding what Colombia's Spiderman might look like in three stripes. No need to wonder any further. Villegas will remain a J Lindeberg man for the foreseeable future when it comes to apparel, save for his footwear, which will be adidas Golf.
• Speaking of adidas Golf, they jumped in to the suddenly popular spikeless golf shoe segment with the recent introduction of the Traxion Lite. The Traxion Lite's spikeless technology utilizes permanent gripping elements to promote superior grip, stability and comfort while preventing spike marks.
"We've seen the spikeless market grow as the golf footwear category continues to evolve and are able to engineer products that provide everything a golfer needs in a shoe without sacrificing performance, style or comfort " said Dave Ortley, Senior Director of Global Footwear. "Throw in the fact that TRAXION LITE is competitively priced, and you've got an all-around excellent value."
The Traxion Lite is available at retail now, with an MRSP of $80.
• A couple of weeks ago, The Man In The Black Hat waxed poetic on the virtues of Swiftwick and Kentwool socks, and how both brands have recently gained popularity with PGA TOUR players. Kentwool CEO Mark Kent offered some insight into the success of his sock, and the importance of pink, and how Kentwool uses social media to spread the word.
Black Hat: How did a sock become such a must-have item, for both tour and recreational players alike?
Mark Kent: I think most people took socks for granted, not understanding how important their feet are to the golf game. I know I did. It took standing on the fairway with cut and blistered feet after three rounds of competition to understand I needed to fill this void. Another key is giving the customer confidence.
We offer the "blister-free guarantee" providing golfers with a full refund if they experience discomfort while wearing Kentwool. This gets the socks on their feet and after that they're hooked. That's because our more than 160-year heritage in fine wool engineering puts us miles ahead of the competition in comfort, quality, and performance. In fact, all of the pro shops carrying our products have placed additional orders with zero returns.
Black Hat: The pink socks are great, especially because of what they represent -- what's the story behind Kentwool's support for breast cancer research?
Mark Kent: Unfortunately, cancer has affected my family very deeply. Most recently, I lost my brother this past summer. Like too many others, it's also affected the lives of Kentwool Staff Players and friends. So, a pink sock line benefitting the Breast Cancer Research Foundation is one of the easiest decisions we've ever made. I do not care if we sell one pink sock or a million, every little bit counts to help this cause.
Black Hat: How much has business and the company profile grown thanks to your use of social media?
Mark Kent: I'd say the business has doubled or even tripled due to social media. Bloggers, Twitter, and Facebook users sharing their enormously positive reviews of our product generated a significant amount of buzz. They've really helped provide testimony to the comfort and performance of the socks. There is a higher price-point, but this feedback helps consumers feel better about investing in a quality sock they won't have to repurchase after three rounds.
Social media actually led Bubba Watson to Kentwool. He found us via social media and after a few "Tweets" we struck up a long-term relationship. So yes, social media is definitely a powerful tool as we continue to make progress in the marketplace.
The Man in the Black Hat is a freelance columnist for PGATOUR.COM. His views do not necessarily represent the views of the PGA TOUR.
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