APPAREL
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M
ost golf fans are famil-
iar with the apparel
scripting that many of
the clothing companies
release before major championships –
showing the shirts, pants, hats and
shoes that prominent touring pros will
wear each day of play.
But there's a lot more that goes into
the scripting than you might think, in-
cluding plenty of advance planning
and some strategic decisions made to
generate interest with everyday
golfers.
With the U.S. Open in mid-June,
many brands' scripting for prominent
players is due to be released to the pub-
lic soon. However, Lonna Williamson, an apparel buyer for
Worldwide Golf Shops, said she and her colleagues typically first
see major championship scripting six to eight months before
each tournament, which allows them time to purchase items and
offer them in-store during the tournaments.
The idea behind apparel scripting is to introduce new prod-
ucts or looks to the public and to spur interest during major
championships. With Father's Day falling on the Sunday of the
U.S. Open each year, retailers have a terrific opportunity to
show off new products that some of the top pros are wearing.
"We don't do scripting for every
major championship, but the U.S.
Open is so visible to our customers
that it makes a lot of sense for us to
carry a few items that each player is
wearing," Williamson said. "It's also a
good representation of what the looks
are for the season. For example, the
blade collar is a focus for Nike and can
be found at every location."
Whatever Tiger Woods is wearing
during the U.S. Open typically will be
a hot seller for months to come.
Meanwhile, Rickie Fowler's non-
traditional apparel has become popu-
lar with golfers seeking a different
look, and the classic looks worn by
Jordan Spieth on the course have showcased Under Armour.
The apparel companies generally have the final say in what
golfers will wear, though the players of course have input. At
Shinnecock Hills in mid-June, Fowler will sport variations on a
red, white and blue theme the first three days of play and then
incorporate his traditional Sunday orange for the final round.
"Several of the players are very vocal about their clothing,"
Williamson said. "Many of the athletes have their clothes cus-
tom tailored as well. They like well-tailored clothes with a lot
of stretch for ultimate movement."
FASHION SHOW
HOW MAJOR CHAMPIONSHIPS GIVE APPAREL COMPANIES THE CHANCE TO SCRIPT THEIR CLOTHING LINES
Rickie Fowler's wardrobe for the U.S. Open.
CLICK HERE TO CHECK OUT WORLDWIDE GOLF SHOPS' COMPLETE LINE OF GOLF APPAREL.
