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Opinion & Analysis

PGA Tour Players on the Rise and the Decline in 2018

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At the end of each season, I compile data on every PGA Tour player and then analyze which are on the rise and the decline for the upcoming season. There are a number of variables that historically are quality indicators of a golfer’s future performance such as age, club speed, adjusted scoring average, etc. I tend to focus on what I call The Cornerstones of the Game, however, and these Cornerstones include:

  • Driving Effectiveness
  • Red Zone Play (approach shots from 175-225 yards)
  • Short Game shots (from 10-20 yards)
  • Putting (5-15 feet)
  • Ball Speed

All that is needed to execute the Cornerstones of the Game is for the player to be in the top-half on the PGA Tour in each metric. That’s the beauty of the concept; a player does not need to be dominant in each metric. He can simply be average at each metric and it increases his likelihood of not only having a great season, but recording a PGA Tour victory. I can then use the Cornerstones concept to more accurately project players on the rise for the following season.

When I did the projections of who would rise in the 2016-2017 season, two of my risers were Adam Hadwin and Marc Leishman, both of which executed all of the cornerstones in the prior season. Both earned a victory on Tour last season, both made the Tour Championship, and they combined for more than $9.3 million in earnings. In the 2016-2017 season, there were nine players that executed each of the Cornerstones, and they made an average of $4.6 million. The list included Justin Thomas, the winner of the FedEx Cup, the PGA Championship, and PGA Tour Player of the Year award.

Here are the players that I project to be on the rise for the 2017-2018 season due to their strong performance in the Cornerstones of the Game.

Players on the Rise

Martin Laird

Martin_Laird_Rich_Hunt

Laird executed each of the Cornerstones of the game and got off to a great start in 2016-2017 before tapering off in the second half of the season. That tapering off would usually make me a little averse to projecting him to rise, but he has shown the ability to execute each of the Cornerstones. He’s also is in that prime age (he’s 34) when Tour players make their most money.

Branden Grace

Branden_Grace_Rich_Hunt

Grace also executed each of the cornerstones of the game in 2016-2017, and he’s only 29. His biggest issue is that, despite putting well from 5-15 feet, he was fourth-worst putter on the PGA Tour from 3-5 feet. Putting from 3-5 feet is often volatile, however, meaning that a player can greatly improve or greatly regress from 3-5 feet from one season to the next. Given Grace’s age, skill, and aggressive strategy off the tee, I can see him finally getting the major championship victory that has alluded him in the past.

Bryson DeChambeau

Bryson_Dechambeau_Rich_Hunt

DeChambeau struggled for much of the past season. He had a streak of five missed cuts and later missed eight cuts in a row. Many started to blame his single-length iron concept, but his iron play was not the problem. In fact, he was very good from where it counts most; the Red Zone, or shots from 175-225 yards. He’s also quite long off the tee and very proficient with his driver. His major issue was putting.

Here’s a chart showing Dechambeau’s Putts Gained by event. The dotted black line is the trend line, and it shows a nice upward progression in his putting. Once DeChambeau’s putting started to become serviceable, he started making more money and earned his first PGA Tour victory.

Dechambeau_putting

The big key here is if DeChambeau sticks with his current putting method. There is some evidence that points to changing equipment and methodology actually hurting putting performance compared to sticking to the same putter and technique. If he can stick to one putter and method and get his Yellow Zone play back to his 2015-2016 levels, he will be in for a huge season.

Brandon Hagy

Brandon_Hagy_Rich_Hunt

Hagy was the top ball-speed performer last year, and he also showed a development in the rest of his game. Shots from 10-20 yards are more critical for bombers like Hagy since, when they miss a GIR, they tend to miss in a worse position. Hagy not only showed some quality play from 10-20 yards, but he also putted very well from 5-15 feet. He also ranked 162nd on putts from 15-25 feet and 171st on putts from 25+ feet, which are more likely to progress toward the mean for this upcoming season.

His iron play is still an issue, but there is some statistical correlation between Driving Effectiveness and Red Zone performance on the PGA Tour. This tends to happen with super-long hitters when they first reach the Tour; they struggle from the Red Zone, and then they later develop the skill quite nicely. Good examples are Bubba Watson and Gary Woodland. I expect Hagy will follow in their footsteps this season.

Andrew Landry

Landry did not play the PGA Tour last year, finishing fourth on the Money List on the Web.com Tour. He ranked 6th in Driving Effectiveness on the PGA Tour in 2016 and fourth in Putts Gained, however, and he showed some flashes of potential, particularly in the U.S. Open. The issue for him was his poor iron play and short game, but the numbers dictate that the likelihood of him driving it that well and putting that well and having nothing to show for it again are very low.

Players on the Decline

GOLF: SEP 29 PGA - The Presidents Cup - Second Round

Phil Mickelson

Phil_Mickelson_Rich_Hunt

Mickelson’s driving started out okay for the season, and then he took a drastic nosedive. The issue for Phil is that he’s seeing a dramatic drop in club and ball speed (currently at 114 mph swing speed/170 mph ball speed) without more accuracy off the tee. Combine that with his poor play from the Red Zone, and it appears that age may finally be catching up to Phil. The data projects a significant drop off coming soon.

Wesley Bryan

Wes_Bryan_Rich_Hunt

Bryan had a fantastic rookie season with a victory, a third-place finish, and three other top-10 finishes. He’s also young (27) and was a good Red Zone player and elite Yellow Zone player who putted well. So, what’s the problem?

The large discrepancy between his ranking in Adjusted Scoring Average and FedEx Cup Points indicates an issue. Bryan’s A-Game he was really good, but when he didn’t have his good stuff he struggled — his best finish in his last six events was a T44.

We also see a major issue with his driving. Bryan was the second-shortest off the tee, and he wasn’t overly accurate, making him the fourth worst driver on the PGA Tour. There’s not a strong correlation between driving and iron play, but there is enough of a correlation to find that troubling.

Bryan could make up for it by improving his play from 10-20 yards given how often he’ll miss a GIR due to poor driving. Even that is a difficult proposition if you drive it poorly enough, though. If Bryan was super long, but still a poor driver of the ball, he could have a chance if he put together four days of quality driving off the tee. But at this point, his data has similarity scores to players like Tyrone Van Aswegen and D.A. Points. It also runs close to Luke Donald, but Donald has not been nearly as effective in the past five years when the top, young players have driven the ball much better and longer off the tee.

Russell Knox

Russell_Knox_Rich_Hunt

Knox has usually been a statistical favorite of mine due to his ballstriking. He got off to a great fall season on Tour, but in 2017 he struggled mightily with only one top-10 finish. It was at the Bridgestone Invitational, where there is no cut.

Knox’s struggles from the Red Zone are concerning to me given that he is not very long off the tee and he’s not been a very good putter. He compounded the issue even more by struggling mightily from 10-20 yards. He’s still at an age (32) when Tour players start to have their best seasons… but it’s also that time of a player’s career where they can have an unexpected drop in performance that serves as a wakeup call.

Graeme McDowell

Graeme_McDowell_Rich_Hunt

McDowell used to be one of the best shorter-hitting drivers of the ball on Tour, as well as an excellent Red Zone player. He has always struggled with shots from 10-20 yards, and his putting performance has been inconsistent. Much of his impressive Putts Gained Ranking (fourth) was based off ranking first on putts from 15-25 feet.

McDowell is starting to get to the age when Tour players regress, and his putting from 15-25 feet is likely to regress toward the mean the next season. That means a lot of struggles from the critical Red Zone, along being unable to get up-and-down to save par — unless he straightens things out.

Pat Perez

Pat_Perez_Rich_Hunt

Perez’s age (41) works against him, and his putting is likely to regress given how well he putted from outside 15 feet in 2016-2017, which again, is likely to regress toward the mean.

The positive for Perez is that his biggest strength has been his ability to get reasonably close to executing all of the Cornerstones of the game. As he gets older, however, his ball speed is likely to go down, and that has a correlation to reduced effectiveness off the tee. His play from 10-20 yards is also likely to regress given that it was the best he’s ever recorded from that distance in his career. Thus, Perez is more likely to regress in each Cornerstone metric than he is to progress.

Richie Hunt is a statistician whose clients include PGA Tour players, their caddies and instructors in order to more accurately assess their games. He is also the author of the recently published e-book, 2018 Pro Golf Synopsis; the Moneyball Approach to the Game of Golf. He can be reached at [email protected] or on Twitter @Richie3Jack. GolfWRX Writer of the Month: March 2014 Purchase 2017 Pro Golf Synopsis E-book for $10

16 Comments

16 Comments

  1. Zander Cage

    Dec 29, 2017 at 3:21 pm

    Good stuff Rich. You nailed most of your picks last year in the same column. Do you like Aaron Wise or Beau Hossler to breakout this year? Would you agree Lovemark, Ollie and Cauley are also players on the rise? Keep up the good work!

  2. Chris B

    Oct 6, 2017 at 11:10 am

    I remember seeing last years, I think you may have been right about a few of them

    The only 2 I would question are Bryson D, just because his putting is such a problem. The other is Wesley Bryan, yes his driving can be indifferent but the rest of his game is so good. He had a great run of form through the Web.com and early season, it’s not a suprise that his form dipped a bit.

    • Richie Hunt

      Oct 6, 2017 at 4:40 pm

      My concern with Bryson is I think it goes against his nature to not tweak his putting, but that’s exactly what he needs to do. He really wasn’t that bad of a putter when he putted traditional style, but he was determined to use side saddle and it was a disaster. He may vehemently disagree with this, but I think the Tour banning his side saddle may have been the best thing for him.

  3. SteveK

    Oct 6, 2017 at 12:34 am

    Thanks for your reply comments, and, with enough data your projections will determine a trend.
    Your assessment of decliners must surely suggest that they suffer from mental and emotional weaknesses in addition to inherent game and swing flaws that produces your statistical analysis.
    Too bad you can’t quantify their IQ and intellectual level. That would fill in the gap!
    Perhaps you could ask a few of the decliners to take an IQ test to add that metric to your statistics. You should also ask the ‘risers’ too. If they agree, promise to keep it confidential in a customer-client relationship.

    • Richie Hunt

      Oct 6, 2017 at 4:38 pm

      I think it’s a lot about self esteem, confidence and having a healthy ego when it comes to the mental game. You have to have faith in yourself, but you also have to be honest with yourself when things are not as sharp or if you are progressing and you feel the urge to tweak things to pique your interest. Lots of self awareness.

      One of my clients has won numerous times on Tour and I don’t think he’s the most talented player out there by any means. But his mental game and overall attitude is one of the best I’ve ever seen. If I could put that into some of the other clients I work with, they would become top-5 players in the world overnight.

      • SteveK

        Oct 7, 2017 at 1:00 pm

        I agree, but if somebody has a low IQ and they are competing athletically at the highest level, they will eventually come to the realization that they are not very smart on and off the golf course. That’s the “Lots of self awareness.” you may be referring to.
        Self esteem, confidence and having a healthy ego usually goes with higher intellect, and an IQ test would likely confirm that.
        Of course, mental and emotional weakness may also be due to life problems that can only be resolved through medical attention. Perhaps psychological and medical counseling is also needed to uncover the root of the problem.
        Thanks for your thoughtful reply.

  4. henry

    Oct 5, 2017 at 9:24 pm

    I was expecting to see Tony Finau as one of your players on the rise.

    • Richie Hunt

      Oct 6, 2017 at 4:32 pm

      He’s already at that point of rising as he made it to East Lake. It’s more about players that aren’t established versus those who are established.

  5. Vegas Bullet Dodger

    Oct 5, 2017 at 5:26 pm

    What’s the prediction for the top 10 in the world…
    Who’s will rise, maintain, and decline yo?

    • Donald

      Oct 7, 2017 at 1:12 pm

      Limousine leftist liberal golfers will fall and right on conservative golfers will win.

  6. Blake

    Oct 5, 2017 at 1:17 pm

    I really doubt PP is heading down based on him making the top 30 over the season. And phil just needs to go back to his phrankenwood, or a similar 10-13* 1/2 wood. He just needs to get in the fairway more

  7. SteveK

    Oct 5, 2017 at 12:47 pm

    Interesting analysis, but the one metric that you didn’t and could not measure categorically is “mental and emotional” strengths and weaknesses.
    I refer you to the current GolfWRX article on that topic, namely:
    How to improve your mental and emotional strength on the golf course
    By John Haime – Oct 4, 2017

    http://www.golfwrx.com/468086/how-to-improve-your-mental-and-emotional-strength-on-the-golf-course/#comment-609942
    ———————
    Pro golfers on the rise and the decline clearly show mental and emotional states that affect their course management and even golf swing mechanics on an unconscious level. Read the comments too.

    • Rich Hunt

      Oct 5, 2017 at 8:07 pm

      I’ve done these projections for a while and the projections have been ‘pretty good’ in their accuracy. But, it’s always easier to project those on the decline than it is those on the rise. I thought and studied this for a while and I came to the conclusion that the decliners are easier to project because when they are struggling they are more likely to stick with whatever they are doing even if it isn’t working anymore because it worked for them at one time so they refuse to change.

      Compare that to the players on the rise which is more difficult to project because even when they have made significant progress they are more likely to make changes if they do not reach nirvana and get that Tour victory. That to me, is the toughest issue for so many Tour players…many of whom I’ve worked personally with. They may have the talent, but they don’t quite trust themselves and think that something is ‘wrong’ if it doesn’t produce victories and something is ‘right’ if it once produced a victory but is no longer working for them.

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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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