Masters Week Has Become The Super Bowl Of Golf Retail
GRAVITY WELL STUDIO
Golf's first major tees off April 10, but the retail frenzy is already in full swing. It seems like every golf brand under the sun rolls out a collection tied to the quest for the green jacket, but you won't find one actually called 'The Masters Collection' without inviting legal scrutiny. Augusta National strictly controls the use of its name and likeness, preventing brands from directly referencing 'The Masters' or appropriating their iconic logos.
To ride the tournament's wave of excitement, companies must craft limited-edition releases that evoke Augusta's mystique—without explicitly naming the event or infringing on trademarks.
As a result, brands get creative with their marketing, leaning on green-and-yellow color palettes, floral tributes to Augusta's famous azaleas and dogwoods, and even nods to the tournament's legendary concession stand offerings.
Santa Monica-based clothier Johnnie-O, for example, leans into the month where casual golf fans first start tuning into tour action. 'We talked about it and felt with April Major, people would understand what it is—without being offensive to our friends at Augusta National,' Dave Neville, the brand's senior vice president of marketing, explained. The collection includes a yellow tee with a drink recipe for happiness, blending tourney totems like '10 oz. of pimento cheese' and taking 'Thursday and Friday off.'
These limited-run releases aren't just about a quick sales boost; they help brands capture new customers who may stick around after the azaleas fade. With just a few weeks to capitalize on the tournament buzz, companies keep releases limited, aiming for quick sell-through. The strategy isn't solely about moving product—it's also a way to gauge which products resonate most—whether that's tees, polos, hats, or belts—while leaving a lasting impression on new customers drawn in by the hype.
'You have this window of a couple weeks before the tournament and maybe the week of the tournament and maybe the week after. But after that people are moving on to other things,' Neville explained. He added that last year, their sales for April were up 30% month-over-month compared with March.
In 2023, when Sam Bennett captured the spotlight as the low amateur at the Masters—sporting the Johnnie-O logo—interest in the brand surged.
Johnnie-O's April Major collection
Johnnie-O
'An amazing story with him coming off the U.S. Amateur and ending up in Butler Cabin. From that Sunday we saw a 58% in rise in search on our website and an 85% increase in new customers, who made up 50% of sales that week,' Neville explained.
Golf tee maker Western Birch's Augusta inspired line showcases the most famous blooms on the grounds of the storied golf club that also serve as the names of Amen Corner's 11th, 12th, and 13th holes with floral prints of white dogwood, golden bell, and azalea flowers in the cup the ball perches on.
Meanwhile grip maker Golf Pride—whose equipment has been in the hands of 44 past Masters champions—dubs their tourney tie-in 'honorary starter,' after the tradition of golf legends hitting ceremonial tee shots to ring in the major. This year's line includes a tour velvet grip with an azalea theme and a Masters-inspired putter grip. While the tournament doesn't necessarily drive a major sales spike, it does create a notable uptick in engagement.
'For Golf Pride, it's less about seeing a significant spike as we consistently see our sales ramp in late Q1,' Eric Gibson, the brand's chief marketing officer said. 'However, much like other brands, we see more of an interest/engagement spike.'
Hans-Christian Meyer, group chief executive officer of J.Lindeberg, has noticed a shift in consumer behavior around Masters Week, particularly mid-tournament. 'Fans are following what their favorite players wear almost in real time and they're ready to buy as soon as they see it. Our scripted looks and limited-edition Tour drops, worn by top players like Viktor Hovland and Matthieu Pavon, create instant demand. We've also seen a shift toward styles that have life beyond the course, which is why we always create pieces that align with a more versatile, lifestyle-focused wardrobe.'
Manors Golf, one of the clothing brands found in PGA Tour 2k25, was on the big tourney tie-in bandwagon early in their brand's lifecycle—they worked directly with The Open on an official collection three years back. They've since made a strategic choice not to align any of their drops around Majors.
'It can be a license-minefield, and unless you are working directly with the organization, it's best to stay clear—especially with such a strong marque like The Masters,' Manors cofounder Jojo Regan explained. 'Added to this, it's quite a hackneyed territory. How many more pimento cheese sandwich t-shirts or green polos do our customers really need or want?'
For some brands, skipping the marketing scrum surrounding the Peach State's annual to-do is the boldest play of all.
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