The Masters has become a fashion showcase for the golf world over the past few years, with apparel companies unveiling Masters-inspired collections that they hope will resonate with fans. Brands like Johnnie-O, Rhobak and Malbon offer unique designs without infringing on the Masters' trademarks.
Trinidad’s prime minister escalates feud with Caribbean neighbors over US policy in the regionIn his first 100 days, Mamdani brings a unique star power to New York City governanceAP Exclusive: Trump administration admits a glaring error in its New York health fraud accusationsIchiro Suzuki's statue unveiling has a mishap as bat snaps during ceremonySinger Delta Goodrem follows in Celine Dion’s footsteps to EurovisionFederal court hears new case against Trump's latest global tariffsViral phenomenon in Argentina has young people identifying themselves as animalsChesney the kangaroo scales tall fence and flees petting zoo for three days on the lamWorries about flying seem to be taking off.
Here's how to cope with in-flight anxietyHow a remote camera with a sound trigger captured the Artemis II launch - and startled birds At Middle Creek, timing and distance shape a photo of migrating geeseCoal's fortunes shift as Trump uses orders and taxpayer money to keep plants operatingToo young for the MMR shot, babies become 'sitting ducks' in measles outbreaksYou aren't the only one who just sits in the car before or after a long dayCoachella looks like fun and glamour for influencers. Behind the scenes, they fiercely strategizeFor Chinese visa-seekers in the US, the path to good fortune lies in … Chick-fil-A?From 'BuddhaBot' to $1.99 chats with AI Jesus, the faith-based tech boom is hereIsrael bombardea Beirut y mata a 182 personas; alega que tregua con Irán no es válida para LíbanoZelenskyy says Ukrainian forces shot down Shahed drones in Middle Eastern countries during Iran war Here's how to cope with in-flight anxietyHow a remote camera with a sound trigger captured the Artemis II launch - and startled birds At Middle Creek, timing and distance shape a photo of migrating geeseCoal's fortunes shift as Trump uses orders and taxpayer money to keep plants operatingToo young for the MMR shot, babies become 'sitting ducks' in measles outbreaksYou aren't the only one who just sits in the car before or after a long dayCoachella looks like fun and glamour for influencers. Behind the scenes, they fiercely strategizeFor Chinese visa-seekers in the US, the path to good fortune lies in … Chick-fil-A?From 'BuddhaBot' to $1.99 chats with AI Jesus, the faith-based tech boom is hereIsrael bombardea Beirut y mata a 182 personas; alega que tregua con Irán no es válida para Líbano El histórico viaje de Artemis II alrededor de la Luna termina con un dramático amerizajePatrons arrive for the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. A patron watches during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. Rory McIlroy, of Northern Ireland, hits his tee shot on the 18th hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. A patron walks on the 17th hole during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. Jason Day, of Australia, hits from the fairway on the second hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. Patrons arrive for the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. Patrons arrive for the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. A patron watches during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. A patron watches during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. Rory McIlroy, of Northern Ireland, hits his tee shot on the 18th hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. Rory McIlroy, of Northern Ireland, hits his tee shot on the 18th hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. A patron walks on the 17th hole during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. A patron walks on the 17th hole during the second round of the Masters golf tournament at the Augusta National Golf Club, Friday, April 10, 2026, in Augusta, Ga. Jason Day, of Australia, hits from the fairway on the second hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. Jason Day, of Australia, hits from the fairway on the second hole during the first round of the Masters golf tournament at the Augusta National Golf Club, Thursday, April 9, 2026, in Augusta, Ga. AUGUSTA, Ga. — If the world of high fashion has Fashion Week in Milan, with sleek models dressed in avant-garde looks strutting down the runways, then the golf world has, where players bound down verdant green fairways in azalea-inspired polos, exotic bird prints, the yellows of jasmine and the pinks of the dogwoods. Over the last few years, golf apparel companies have begun treating the first full week of April as their moment to shine, unveiling lineups of Masters-inspired drops they hope can capture the attention of those focused on the season’s first major., though with bold flower patterns designed to invoke the feel of being on the grounds of Augusta National. Malbon Golf, meanwhile, offers aYet none of them carry the iconic Masters logo. Or reference Amen Corner. Or use the words “Green Jacket.” All of those are trademarked by the club — three of nearly 100 trademarks on file — and force outside apparel companies to creatively build their connections to both the tournament and Augusta National without infringing on their intellectual property. “Makers of products for mass market dream of becoming a supplier to Walmart. Likewise, high-end brands salivate at the idea of winning a mandate from the Masters,” said John Sabino, author of “The Augusta Principles: Timeless Business Lessons from the World’s Premier Golf Club.” “Apparel companies want to tap into the Masters’ high-quality association and leverage the club’s exalted brand.”Yet tapping into that association is harder than it sounds The Masters has its own retail operations that generate about $70 million in revenue this week alone, and nearly all of its products can only be purchased on site. It’s not uncommon for patrons to drop thousands of dollars in a single visit to the main golf shop just off the first fairway, and then come back for more, eventually emerging with souvenir bags stuffed to the brim. “I honestly think the Augusta pro shop is one of the best pro shops in golf,” Masters participant Tommy Fleetwood said. But unlike the U.S. Open or PGA Championship, where familiar sporting brands like Nike, Adidas and Under Armour have their logoed apparel available, the gear from the Masters is primarily in-house products — no “Swooshes” here. “Augusta National excels at using scarcity to create value,” Sabino said. “The only way to buy Masters-branded merchandise is at the Masters. Other sports and events allow people to buy online. Even Wimbledon. Augusta National is unique in this regard, so it creates a great demand for golf lovers who can’t attend the tournament.” That’s where companies like Johnnie-O saw an opportunity to fill a void with lines that are merely inspired by the Masters. “Last year we had just a few pieces for the first major of the year,” said Dave Neville, the company’s senior vice president of marketing, “and there was so much demand that we felt like we needed a full collection.” Since launching its Azalea Collection, Johnnie-O’s e-commerce sales are up 30%, and such “moment-driven merchandise” is one of the reasons the company is aggressively expanding from 14 retail locations to 30 over the next 18 months. “With new golfers wearing Johnnie-O on Tour this year,” Neville said, “we put additional emphasis on these moments.” This year, the “Birds of Georgia” look includes both shirt and pants, each splashed with images of scarlet tanagers, eastern bluebirds and redheaded woodpeckers. But the combo turned out to be a bit too loud, Day explained after a practice round early in the week, so the club asked him to tone things down by wearing some khaki pants instead. “I saw a couple people out there wearing the shirt and the full kit and kaboodle,” he said, “which is a little aggressive, but I like it.” In other words, Malbon’s marketing through the Masters has paid off.“Patrons Only Collection”“No ticket? No problem,” Puma’s site says. “The 30904 Collection was made to bring the Georgia state of mind to your watch party.”Skretta is a Kansas City-based sports writer for The Associated Press. He covers the Royals, the Chiefs and college sports along with auto racing, the Olympics and other sports.
Augusta Flowers Fashion Marketing And Advertising Dave Neville Under Armour Inc. Retail And Wholesale Entertainment Akshay Bhatia Adidas AG Lifestyle Sports Jason Day Tommy Fleetwood Business NIKE Inc.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Masters fans cheer low prices as Augusta National concessions 'feel unreal' with $1.50 sandwichesFox News Channel offers its audiences in-depth news reporting, along with opinion and analysis encompassing the principles of free people, free markets and diversity of thought, as an alternative to the left-of-center offerings of the news marketplace.
Read more »
Mark Calcavecchia allegedly kicked out of Masters after breaking strict Augusta National phone policy: reportFox News Channel offers its audiences in-depth news reporting, along with opinion and analysis encompassing the principles of free people, free markets and diversity of thought, as an alternative to the left-of-center offerings of the news marketplace.
Read more »
Golf fans rip Masters for including Jason Kelce: 'Does not belong at Augusta'Jason Kelce might be getting a bit too busy at ESPN these days.
Read more »
Famous holdout home next to Augusta National stays in family as 2026 Masters kicks offAugusta National Golf Club has spent millions buying surrounding land, but one home nearby remains in the possession of the the family of its original owners.
Read more »
Masters Contenders Know Conditions Will Only Get Tougher at Augusta NationalA warm and dry forecast is making Augusta National increasingly firm and fast, creating what one major champ said 'could be the toughest Masters we’ve played in a while.'
Read more »
Why scoring at Masters will get tougher at Augusta National thanks to the weatherWatch out. Things look like they’re going to get tricky at this Masters, thanks to the perfect weather.
Read more »