June / July 2018

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APPAREL ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 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.

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