FootJoy Announces Expanded Apparel Plans

Steve Stricker has been the face of FootJoy Apparel
Steve Stricker has been the face of FootJoy Apparel

I guess it should come to little surprise that Acushnet, the parent company of Titleist and FootJoy is putting a little more force into their apparel/footwear brand.  After shedding the slow-growth Cobra business in 2010 they have been a re-focused company and part of that narrowed direction will now include a major expansion of their FootJoy apparel business.

The company has announced that they plan to go full-bore with their golf apparel lines with shipments scheduled to begin in January of 2012.  Until now FootJoy has been an industry segment giant in the footwear market but has basically only dabbled in the apparel business.  That took a turn last summer when the company made a big effort in the outerwear category – a market segment they have been involved in since 1997 (when they lauched DryJoys rain wear) but gained a much greater traction in recent times with their layering system that had commercial and tour success.“I continue to be impressed with the quality, fit, comfort and overall performance of FootJoy apparel,” said PGA Tour player Steve Stricker. “The layering system is absolutely terrific, allowing me to regulate my body temperature based upon changing conditions.  In addition, the new performance lisle shirts that I have been wearing all year are superb.”

“Following our success in the outerwear category, including the recently launched and highly popular layering system, the time has come for FootJoy to enter the full line men’s golf apparel business,” said Andy Jones, Vice President, Gloves/Accessories/Apparel, Worldwide.  “This strategic initiative has been carefully considered for several years and is supported by an extremely sophisticated and comprehensive study of the golf apparel category.”

The FootJoy line that will ship in 2012 will feature a complete range of men’s golf apparel comprised of performance fabrics to complement the existing line of advanced outerwear, according to a release from the company.

“-The line will begin with a core range of essential performance offerings that will be in-stock from season to season. This assortment will be supplemented by multiple colour story collections for the Spring, that feature contemporary colours and patterns in a variety of styles and performance fabrics. The design focus will be on one sport – golf, which is FootJoy’s sole passion.-“

Jim Connor, President of FootJoy, commented: “We’re excited about the opportunity to move into an adjacent business and believe the timing is right.  We’ve talked to golfers and our trade partners, who enthusiastically support the plans and offerings; and we have the right people and support in place to be as successful in performance golf apparel as we are in our golf footwear, glove and sock categories.  This represents an important step forward in FootJoy’s mission to enhance enjoyment of the game for golfers everywhere.”

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