Do recent sponsorship shake-ups signal a sea change in the golf apparel industry? We think the underdogs have staying power.

We’re only a few tournaments into the new season but we’ve already seen some unexpected shake-ups when it comes to apparel sponsorships. After many years of dominance by the biggest brands on the planet—think adidas, NIKE, PUMA—a paradigm shift is underway in the world of professional golf. The world’s best players are no longer defaulting to the major brands. Instead, they’re considering signing with smaller brands, making waves one pair of tailored trousers at a time.

Who is on the move?

Jason Day to Malbon

Jason Day left NIKE to sign on with SoCal brand Malbon as their first PGA Tour pro. His first few outfits have garnered mixed reviews but we think people will quickly get used to seeing him in Malbon’s roomier duds.

Xander Schauffele to Descente

Olympic gold medalist Xander Schauffele departed his longtime sponsor adidas in favor of outdoor-focused sportswear brand Descente. He joins Danny Willett at the brand. Descente also sponsored LPGA star Nelly Korda back in the day, so they’re no strangers to the pro tours.

Min Woo Lee to lululemon

Min Woo Lee has been cooking on the course and sponsors have taken notice. He signed on as lululemon’s latest ambassador earlier this year, sporting polos with a unique contrast logo perfect for television—just don’t try to get his exact gear for yourself (you can’t).

Justin Rose to Peter Millar

In a more like-for-like switch-up, Justin Rose departed direct-to-consumer darlings Bonobos for Peter Millar. Not much of a style change here but a new sponsor, nonetheless.

Si Woo Kim, others to Bad Birdie

Bad Birdie has signed a trio of pros, including 2017 Players Championship winner Si Woo Kim. They also signed Q-School winner Harrison Endycott and Englishman Callum Tarren. This is a huge boon for the brand that got its start on Shark Tank in 2020.

Tiger to Sun Day Red

Tiger Woods for Bridgestone. Photographed on December 3, 2020 in Palm Beach Gardens, FL. Photo by Jensen Larson / @jensenlarson

Tiger has departed NIKE after 27 years, ending what was arguably one of the most famous athlete-brand partnerships in sports. Where is he heading? Sun Day Red, a new brand started by Woods and longtime sponsor TaylorMade. We don’t know a whole lot, other than Sun Day Red will be Woods’ head to toe outfitter (including shoes). The first SDR gear will be available in May.

What it all means

The golf apparel industry is going through some much-needed change and we couldn’t be more excited to see where things are headed. Pros parting ways with longtime partners in favor of smaller brands has been a long time coming, though these are the first major shake-ups we’ve seen come to fruition. Will Jason Day and his compatriots be the first dominos to fall in a long line of players leaving for greener, more personal pastures? Or is this just a flash in the pan? Our fingers are crossed for the former but only time will tell.

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