2017 PGA Fashion & Demo Show
In flight, the Wall Street Journal Business & Finance section headlines the woes of Foot Locker.
“Foot Locker shares tumbled 28% to $34.38 on Friday. Weakening sales at athletic gear retailers suggest that the once-hot athleisure trend is cooling. The popularity of yoga pants and other workout clothing worn in nonathletic settings has boosted several of these retailers for years….”
This is just when the golf apparel brands have added such items to their racks in pro shops. Nearly all golf apparel companies have a yoga pant type offer.
Last week at the PGA Fashion & Demo Experience nearly 200 golf companies and brands showed up in Las Vegas including up-and-coming designers, entrepreneurs entering the market, and veteran top golf apparel brands such as Ahead, Antigua (whose fashions the same week were enthusiastically donned by the dominating US Solheim Cup team), Bobby Jones, Callaway Apparel, Cutter & Buck, Donald Ross, Dunning, ECCO, EP NY (formerly EP Pro), FJ, Fairway & Greene, Greg Norman Collection, Jamie Sadock, J. Lindeberg, Linksoul, Peter Millar, PING Apparel, SKECHERS, Straight Down, Travis Mathew, Under Armour, Vineyard Vines and Zero Restriction. Golftini who has cute skorts and yes, a yoga pant offered registration fees for attendees visiting their booth.
Overall attendance was reportedly up from previous years, partly due to the timing and cross over marketing with Las Vegas Fashion Week.
While the WSJ article laments that “Foot Locker’s sales disappointment is particularly concerning for the industry because it indicates weakness in premium sneakers…..,” Footjoy and Skechers are enjoying a boost in sales of golf shoes that can double off the course as walking/athletic shoes in lieu of traditional sneakers.
Steve Coan, Trade Marketing Manager for FootJoy shared, “This has been a very productive PGA Show for us. We bring in four FootJoy representatives from surrounding states and they were pre-booked with appointments almost from start to finish. They are writing orders and our stop-by traffic also has been very steady.”
So far so good or so it appears on the surface for golf brands.