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How Kings Are Made: The Next Big Little Thing On Tour

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If you are a frequent visitor of GolfWRX, you are probably a golfer on the constant search for an edge on the course. You peruse the different forums anxiously hoping to find that some little thing that you’ve convinced yourself will make the difference in your game. I know this because I’m wired the same way.

I’ve spent countless nights huddled up in the dark corners of this website reading, rereading and reading again some fresh insight on Ben Hogan’s “Five Lessons” that has me convinced by morning that I’ve figured out “the secret.” I’ve dedicated as much time to analyzing what Oakley lens is best for my sunglasses (G30 non-polarized by the way) as I did preparing for the SAT.

I’ve read reviews on golf bags, balls, clubs, shoes, shirts, pants, hats, belts, instructors, practice facilities and even sunblock (Banana Boat Sport Performance UltraMist seems to be a popular choice). The point is that I, and presumably most of you, partake in this excessively analytical and borderline obsessive-compulsive behavior for a very basic reason: As long as it’s within the rules, I will take advantage of every edge, no matter how small, if it helps me on the course.

With that context in mind, I would like to introduce you to a new product that could soon become the primary return when we inevitably search for “Best on-course snack:” KingMade Jerky. Now I’m guessing some of you may have already heard about this product either by reading through the GolfWRX thread on it, or Alan Shipnuck’s in-depth look at the company’s founder and backstory on Golf.com: http://www.golf.com/tour-and-news/tour-caddie-jeff-king-turns-pro-beef-jerky-business.

Rather than rehashing the content that is already out there (the thread is a great source for reviews and the column serves as an excellent primer on the company), I instead want to focus on the marketing hype surrounding KingMade Jerky and how it has the potential to turn into a hugely profitable operation.

When I think about the psychology behind marketing products to golfers, there are generally two very distinct strategies that have both proven to be effective in their own unique way, and I believe KingMade Jerky is in the rare position to capitalize on both of them. For lack of a better phrase I’ll call the first strategy “Play what the pros play,” which is based on the very basic principle that we, the consumer, will want to use the same product as people who are better than us, thinking “if it’s good enough for them then it’s certainly good enough for me.” This strategy is the very basis of sports marketing. It’s the reason why Jordan brand is so successful, the rationale that children use when they beg their parents to spend $200 on a pair of Lebron’s. To be perfectly honest, it’s also 100 percent the reason I own the same irons Tiger Woods players, a set of Nike blades.

Tiger King Made jerky

As it relates to golf and specifically this website, it’s the underlying principle behind having a forum like “What’s In The Bag,” we may not always buy exactly what the pros play, but we still want to know what the “best of the best” are using. The club companies and equipment manufactures are well aware of this fact and they understand that by attaching themselves to successful tour players they are essentially buying credibility with a large portion of the consuming public.

I say “large portion” because GolfWRXers and other like-minded consumers tend to be less inclined to buy into the marketing hype and more likely to be skeptical of the inherent problem with paying players to use a certain products:

Is the athlete endorsing this product because it’s actually good, or are they simply doing it for the money?

More often than not, I think we can all agree it’s the money and not the efficacy of the product that serves as the driving force behind the large majority (read: 99.9 percent) of athlete endorsements. In light of this inescapable reality, the discerning consumer must turn to another resource to determine which product they should buy, which brings us to the second marketing strategy: crowdsourcing.

For those of you who are unfamiliar with the term, “crowdsourcing” is the process of obtaining information about something by soliciting opinions/reviews from a large group of people. Examples of crowdsourcing include going on to Yelp to read reviews about a restaurant/hotel you plan on visting, checking out IMDB or Rotten Tomatoes to see what others think about a certain movie, and even logging into GolfWRX and (as I previously mentioned) researching what others believe to believe to be the best sunblock for the golf course.

While “play what the pros play” is dependent upon hype and big budget ad campaigns, crowdsourcing is a strategy that involves a conscious decision to eschew that traditional marketing model. Rather than relying on celebrity endorsements, crowdsourcing simply focuses on creating a great product with the hope and belief that enough positive reviews (on sites like Yelp, IMDB and GolfWRX) will yield a groundswell of popular support that will allow the product to earn the credibility that it needs without allocating a king’s ransom toward its marketing budget. Now that we have positioned the two strategies and shown how they both coexist in today’s marketplace, let’s think for a moment about how they specifically relate to us here on GolfWRX and what it means for KingMade Jerky (I promise you I’m getting there).

Humor me for a moment and engage in small exercise that I think will help make my point. (If you’re not already doing so) I would like you to take a second and picture the different assortment of clubs in your golf bag and think about how you came to the decision to buy each and every one. Why did you buy that driver? Was it because of the commercial that promised 16 more yards? Was it because you saw you’re favorite player using it? Maybe you took a bunch of different ones to the range/launch monitor and this one simply performed the best.

How about those irons? Were you sold by reading the glowing reviews of other GolfWRXers? Did Joe Kwok (whom I can’t say enough positive things about) fit you for them? Or are you a simply a brand loyalist who would never use anything else?

What was the thought process behind your wedges? Are you a Bob Vokey/Roger Cleveland disciple? Did you decide to stray from the pack and pick up a customized set from Scratch (no pun intended)?

And what about your putter? Did you buy a Scotty Cameron because that’s what all the good players at your club use? Or maybe you were looking for something cheap and you found a great deal on BST/eBay? Whatever the case may be (and believe me I’m not judging anyone here), there was definitely some sort of thought process that went into each of those decisions and, whether you like to believe it or not, they were all somewhat influenced by external forces ranging from big-budget ad campaigns to a simple user review. All of which brings us, at long last, to the topic at hand and how I believe KingMade Jerky can capitalize on all of this in it’s pursuit of becoming a profitable company.

First off, let’s tackle “play what the pros play,” or in this case, “eat what the pros eat” and understand how KingMade fits in here. If you follow golf closely and you are a one of the millions who use social media as a vehicle to connect with your favorite golfers then more than likely you have come across tweets such as these:

Cleveland Tweet
Fowler Tweet
GMac Tweet
Greg Moore Tweet
Harry Arnett Tweet
Horschel Tweet

Furthermore, aside from the names listed above, our own Greg Moore has noted in the KingMade GolfWRX thread that other notable names such as Tiger Woods (who reportedly ate a whole 1 pound bag over nine holes at Firestone), Joe LaCava, Matt Kuchar, Scott Brown, Luke List, James Hahn and Scott Stallings all eat it as well.

Initially, the skeptic in me wanted to think that the buzz was a result of the fraternity-like bond between Tour players and caddies. Since KingMade was created by a PGA Tour caddy, weren’t all these guys just looking out for their own and trying to help out one of their buddies? But at a certain point the evidence becomes too overwhelming. I’m not saying these guys are greedy (I would be the exact same way), but it usually takes pretty decent sized check for PGA Tour players to so enthusiastically endorse a product and then broadcast their support to the hundreds of thousands of people that follow them. In this case, and we have to take them at their word, it appears that KingMade jerky has been able to accomplish the “holy grail” of celebrity endorsements: getting them to do it for free.

Just think about how much more powerful the message becomes once you know that these pros aren’t being paid for their support. In fact, let’s juxtapose KingMade’s marketing message with what I believe to be one of the more poorly conceived corporate partnerships on tour: Jim Furyk and 5 Hour Energy.

Sports Business Daily estimates that 5 Hour Energy pays Furyk somewhere in the range of the “high six figures to low seven figures” to feature their logo on his hat. While I certainly understand the rationale behind getting the air time that goes along with being affixed to a prominent tour player’s head, I think you’d be hard-pressed to find a consumer who walks into a convenience store looking to buy 5 Hour Energy simply because Jim Furyk uses it (if anything I think it’s had the opposite effect as I’m sure most of us have heard some variation of the “I bet he wishes it was 5 1/2 Hour Energy” jokes after one of Furyk’s unfortunate late-round collapses). The point is that when we watch Jim Furyk in one of those goofy commercials, we know he isn’t endorsing the product because he really loves it. He’s doing it for the money, which is totally fine except for the fact that it devalues the message.

On the other hand, we have KingMade jerky, whose message and credibility becomes exponentially more powerful with each and every uncompensated celebrity endorsement. It’s an important distinction that may go unnoticed at first, but one I’m sure Jeff King and his team are profoundly aware and appreciative of it. While it appears KingMade has already achieved and presumably exceeded their goals as it relates to “play what the pros play,” in order for them to capitalize on that success they are going to need to experience similar success in the realm of crowdsourcing. As of this writing, KingMade currently has 678 Twitter followers, 851 “Likes” on Facebook, and a 77-post thread on GolfWRX with user reviews ranging from: “This is by far the best jerky out right now,” to “Well worth the price” to “A bit underwhelmed….sorry but not as good as advertised.”

Clearly this is the space where KingMade needs to make up the most ground. Obviously no product will ever be able to garner 100 percent support from 100 percent of consumers, but they definitely need to do everything they can to expand their reach (particularly on social media) so that there are more mouths to spread the (hopefully good) word.

While I have never tried the product and therefore I cannot speak to whether or not it lives up to the lofty expectations set by the tour players we just talked about, I will tell you that this is not a company that I would bet against. For starters, I don’t believe that that many influential people would go out of their way to support a product (or a friend) for free without truly believing in it. So with that in mind let’s work off of the premise that KingMade has managed to create a very solid product.

Here’s what I see happening in the coming months: We will continue to see PGA Tour players and influencers tweet about the product as they continue to try and help out a member of their fraternity and that will continue to build the brand’s awareness certainly among hard-core golfers and eventually among more casual fans as well.We will also start to see KingMade popping up on the television coverage every once in awhile, may in the way of a player’s towel as seen here:

A Kingmade Jerky towel on PGA Tour player Scott Brown's bag.

A Kingmade Jerky towel on PGA Tour player Scott Brown’s bag.

Or perhaps we might even catch Tiger, GMac, Rickie, or Kuch devouring a bag during a stoppage in play. The more examples we get of this, the more you are going to see people Googling “What was Rickie Fowler eating on the seventh tee” or tweeting at Golf Channel’s Tiger Tracker asking him, “What was that snack El Tigre just pulled out of his bag?” These may seem like trivial examples, but in this day in age it’s how nascent brands with little-to-no advertising budget get built. Outside of the PGA Tour, I think you are going to start see “in the know” golfers breaking out bags of KingMade at your local course, which will inevitably lead to questions from the rest of the foursome, a sample piece or two, and if it’s agreeable to them, a new customer.

If you consider yourself a “stick” or at least someone who wants to look like a good golfer, think about how quickly some other similar products have spread like wildfire and become ubiquitous at amateur tournaments. Have you ever seen a commercial for how driveway markers can be used as alignment aids? I doubt it, but you have seen tour players and other really good amateurs with those orange rods sticking out of their bag, so you went and got one too (I know I did).

What about Amino Vital energy drink? I’ve personally never seen the product advertised on television, but I went and bought some because I saw it all over tour player’s towels and I wanted whatever edge they were getting. How about something as simple as the “Player’s Towel”? Up until a couple of years ago, all the good players I knew were still using those cheap hotel towels. You know, the ones that are a little shorter than normal with the little lines in them. Then, all of a sudden, I played with a guy in a  tournament who was using a Player’s Towel. I thought it looked cool, so I asked him about it and then went and bought one. And I wasn’t the only one. The next thing I knew, they were everywhere. It’s a fascinating cycle where these smaller, usually more expensive, boutique-type products basically go viral within the golf community and they blow up and become profitable companies.

One of the best parts of being a member of the GolfWRX community is having the ability to learn about these companies in their infancy, watching them grow up before your very own eyes and rooting for the good people behind the scenes during the entire process (and let’s be honest it’s also fun to be the guy in your group whose always ahead of the game, like getting in early on a successful IPO). Off the top of my head, besides the ones I previously listed, I can think of several examples of companies like these who have gone on to experience some serious success in the industry: Byron Morgan, Scratch, KBS, Jones Golf Bags, Stitch and Iliac Headcovers… the list goes on and on.

KingMade is easy to dismiss because it’s “just” a snack company, but if we are willing to invest the time and energy to find the right Oakley lens or best sunblock, shouldn’t we care just as much about our on-course nutrition? If I was a betting man I’d wager that we will. In the eternal pursuit of every edge, there is no detail too small and no rock that should go left unturned. If I’m going to have a snack on the course, then I want to have the BEST snack. And if KingMade is as good as they say it is, then I’ll bite, hook, line and sinker.

To paraphrase the motivational speech that Al Pacino delivers toward the end of Any Given Sunday, life (and golf) is a game of inches, which is why it’s time for me to wrap up this column. The UPS guy is at the door. He just arrived with my sample pack.

Jack McAuliffe is an aspiring golf everything: writer, agent, marketer, even player…really he just needs a job. He also runs TheGolfDog.com and you can follow him on Twitter at @ElNino22.

14 Comments

14 Comments

  1. Vonny

    Sep 23, 2013 at 4:27 am

    Great article……Congratulations Jeff on the best beef jerky ever!!

  2. matt

    Sep 21, 2013 at 8:04 pm

    it was 48.00 for 6 1 pound bags..so really not that expensive, I would like to try some.

  3. Christine Benko

    Sep 21, 2013 at 8:18 am

    I loved this article! #kingmade jerky is definitely set up for success! Great product, great marketing, and a fast growing group of followers/spokespersons!!! Couldn’t be more proud!! And, for the record, “these guys are good” and this jerky is good!!! I was “hook, line & sinker” and they had me at bag #1!

  4. J

    Sep 20, 2013 at 11:32 pm

    Yup. Sure did.

    We REALLY needed yet ANOTHER article about beef jerky.

    Thanks.

    • Nick

      Sep 21, 2013 at 12:14 am

      Thought it was a great article. Jeff is a great guy. He’s not sponsoring any of these guys to eat it or support it. Guys on tour are eating it bc it’s that dam good. Funny guys on here will spend $6.50 for bad tough jerky but won’t spend an extra $1.50 for the best jerky you’ll ever eat. It’s tender, flavorful and very healthy for you. Why not give it a try before you bash it. Eat what the pros eat! #crushbags

      • J

        Sep 21, 2013 at 12:31 pm

        Wasn’t bashing the Jerky.
        Pay attention.
        We didn’t need another promotion for this beef jerky. There has already been articles about it. Don’t need it shoved down our throats repeatedly.

        • Nick

          Sep 21, 2013 at 9:51 pm

          This is a forum that’s what things like this are for. There’s a hundred topics on Cameron’s, vokeys,Tiger, taylormade etc,. Why can’t there be multiple topics on beef jerky made for and by golfers? I think once you try it your opinion might change. Give it a try go #crushbags

          • J

            Sep 22, 2013 at 1:44 pm

            Once again. Not the jerky. I have tried it. It’s jerky.

            And your right, hundreds of articles about all kinds of things golf.

            This isn’t SnackWRX.

            It’s shameless promotion for a company that doesn’t pay to be a sponsor. Period.

    • John

      Sep 24, 2013 at 6:45 am

      I bet you have a ton of friends that love being around you…

  5. Cdubs

    Sep 20, 2013 at 7:42 pm

    $54 for a 16 oz bag!!!

    • nip

      Sep 20, 2013 at 10:57 pm

      only us ‘pro-business’ golfers can afford it. lol

      outta my grad student budget.

  6. K dubb

    Sep 20, 2013 at 3:13 pm

    Well that was different, so is this jerky available in North Texas?

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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