The pandemic has been a source of incredible golf industry ironies. The world health crisis spurred more players and rounds of golf played than in recent decades. More players – many new to the game and from a younger demographic – means more inspired products and services catering to the increased demand from a never-more-diverse constituency.

Ryan and Jason Moore are creating trendy footwear for a younger demographic of golfers.

PGA TOUR player Ryan Moore, his brother Jason Moore and their Tacoma, Wash.-based company, TRUE linkswear, are tapping into the industry paradigm shift and resulting opportunities. The emerging golf footwear brand recently debuted several new lines including its wildly popular TRUE Pebble and Dead Golfer collections.

Rounding into the final stretch of 2021, these Pacific Northwest pioneers aren’t showing any signs of slowing down. In fact, they’re about to catapult forward in 2022 with an $11.25 million investment by noted private equity firm KarpReilly.

Based in Greenwich Connecticut, KarpReilly is focused on premier growth companies like TRUE, including Mack Weldon, Stio, Made In, BOXYCHARM and many others. Its investment philosophy directly reflects the companies it works with: ambitious, innovative and growth-focused.

“KarpReilly shares our vision for the current and next generation of golfers, has a track record of supporting successful brands and will help take TRUE to the next level,” said Jason Moore, CEO of TRUE linkswear. “More people are learning, playing and getting involved in golf than ever before while core golfers are logging a record number of rounds. Regardless of experience and skill level, they’re looking for shoes that are innovative, comfortable and versatile.”

Younger golfers are embracing TRUE linkswear brand products.

TRUE has established itself as a premier golf shoe coveted by purists, walking golfers and legions of players with a deep passion for the game. It prides itself on using ethically-sourced materials, sustainable business practices and an earth-first ethos. Since 2017, the company has attracted a new generation of golfers while continuing to appeal to core players and has experienced strong growth with revenue doubling year-over-year.

“With more golf rounds being played than ever before, the sport of golf is attracting a newer, younger demographic that is seeking more versatile golf footwear that can be worn in a variety of settings,” said Allan Karp, Co-Founder of KarpReilly. “TRUE has clearly demonstrated it can design and innovate an impressive portfolio of shoes and that it can also market them to this new younger customer segment. We are proud to be partnering with TRUE on this investment and look forward to its continued growth as it expands its business in the U.S. and around the world.”

‘Selfish Innovation’

CEO Jason Moore grew up playing golf competitively and spent years caddying on the PGA TOUR for his brother, Ryan Moore, an accomplished amateur and professional golfer. The duo experienced every course and weather condition imaginable, from the wind and rain of the Pacific Northwest to the unrelenting heat and humidity of south Florida. The idea of a comfortable, versatile golf shoe was born out of necessity, or “selfish innovation” as Jason Moore often refers to it.

“Golfers shouldn’t have to wear overbuilt, uncomfortable golf shoes when walking or riding 18 or 36 holes,” said Moore. “We consider everything a golfer encounters and apply that to our footwear, all while providing a modern aesthetic that can be worn anywhere, enhancing the golf lifestyle.”

TRUE’s current footwear portfolio includes five core designs that focus on sustainability, performance, and comfort while maintaining a modern, minimalist aesthetic that appeals to avid and new golfers alike. Several of TRUE’s models are crafted from entirely recycled materials including yarn made from water bottles, recycled outsoles and sustainable components. In 2019, TRUE moved entirely away from utilizing standard shoe boxes and transitioned to reusable shoe bags.

TRUE’s successful growth stems from a focus on well designed and innovative footwear combined with a direct-to-consumer business model that also includes strategic partnerships with select golf courses and destination pro shops including Pebble Beach Resorts, Bandon Dunes Golf Resort, Streamsong Resort, Chambers Bay, and many others.