Ashworth Golf, an iconic golf apparel brand that debuted in 1987, has made a comeback in the U.S. golf apparel market. As the brand enters its second year of resurgence, it aims to establish itself as a premier golf apparel company rather than being labeled as sportswear or athleisure.
Eddie Fadel, the President of Ashworth Golf, who has been associated with the brand since the late 1990s and early 2000s, emphasizes that the brand's focus is exclusively on golf. The company takes pride in its deep-rooted connection to the game, which sets it apart from its competitors.
In 2023, Ashworth Golf returned to the U.S. market with innovative new apparel lines, aiming primarily at the 45-and-over demographic. This target audience has been a key factor in the reappointment of Fred Couples, a distinguished golfer at the age of 64, as the ambassador for Ashworth. However, the brand also recognizes the growing number of younger golfers entering the game. Fadel believes that Ashworth, as a classic and heritage brand, can cater to these newer and younger players as well.
Realistically, the brand acknowledges that it needs to reconnect with the younger generation. Fadel notes that golfers come in different shapes, sizes, and styles, and Ashworth will respect the diversity within the golf community. Fadel envisions a five-year journey to fully establish Ashworth's presence among the young golfers while staying true to its heritage.
As an experienced figure in the golf apparel industry, Fadel has witnessed similar trajectories in his earlier days at Cutter & Buck in the 1990s. With his extensive background working with prominent golf brands like Callaway Golf, Ahead, and the Greg Norman Company, Fadel is confident about leading the Ashworth Golf resurgence in the U.S. marketplace.
Though Fadel admits that there is still a long way to go, he is content with the progress made thus far. Ashworth Golf has reestablished its presence in renowned golf resorts such as Pinehurst, Doral, The Broadmoor, and Pebble Beach. However, the brand's goal is to expand its distribution and be available in more golf shops. Currently, the primary focus is on green grass golf shops, supplemented by a growing online presence.
As part of Newtimes Group, Ashworth benefits from the expertise of a division specializing in sourcing, product development, and supply chain management. This connection ensures the brand's commitment to quality and efficient operations. The aim for this year is to secure 500 accounts, and Fadel is optimistic, citing positive customer reactions and strong sell-through rates.
To attract younger players, Ashworth recognizes the need for endorsement from young tour professionals. Fadel acknowledges that Ashworth's past success lay in its ability to cater to a broad spectrum of golf clubs, from public courses to exclusive private clubs and upscale resorts. This versatility sets the brand apart from its competitors.
While Ashworth embraces its rich history, it also focuses on the future with an innovative apparel lineup. With proprietary fabrics and advanced performance fibers, the brand aims to captivate both the golfers who grew up with the iconic 'Golfman' logo and an entirely new audience.
Recognizing a void in the market for affordable yet stylish golf apparel, Fadel wants Ashworth to cater to the younger crowd who may not be willing to spend $100 on a golf shirt. By offering more affordable options without compromising style and quality, Ashworth believes it is capable of targeting a wider range of golfers.
As the brand continues to grow, Fadel is confident about the path they are on, with a vision to reach new heights in the coming years. Ashworth Golf is determined to reestablish its position as a top golf apparel company in the industry, providing golfers with quality apparel that captures the spirit of the game.
