FootJoy to make full entry into apparel business
First came shoes and gloves, then a popular line of performance golf outerwear.
FootJoy’s next business expansion long has seemed destined, and now it’s imminent: The Fairhaven, Mass.-based company announced it will fully enter the golf apparel business.
Beginning in January, FootJoy plans to begin shipping what it described as “a complete range of golf apparel comprised of performance fabrics.” The company already has tested the market with sales of performance shirts.
“This strategic initiative has been carefully considered for several years and is supported by an extremely sophisticated and comprehensive study of the golf apparel category,” said Andy Jones, FootJoy’s vice president, gloves/accessories/apparel, worldwide, in a statement released April 18.
FootJoy’s apparel, featuring spring and fall collections, will be designed to complement the company’s outerwear – a category it entered in 1997 with the launch of DryJoys rain wear. Last year, FootJoy aggressively began promoting its various apparel products with its “Layer Up” concept, aimed at serious golfers seeking the ability to regulate their body temperature and the flexibility to adapt to changing weather conditions.
Said Jim Connor, FootJoy’s president: “We’re excited about the opportunity to move into an adjacent business and believe the timing is right. . . . This represents an important step forward in FootJoy’s mission to enhance enjoyment of the game.”