For new and up-and-coming golf brands, the PGA Show represents a great way to get your product in front of thousands of industry professionals at golf’s largest annual trade show. This year, more than 400 companies in men’s and women’s apparel, accessories, equipment, technology, travel and numerous other categories took advantage of this golden opportunity.
“The PGA Show is essential for developing brand awareness with on-course buyers and key specialty retailers,” said Susi Proudman, Founder/CEO of Williams Athletic Club, a line of comfortable, functional lifestyle apparel that strikes a balance between athletic and formal wear. “We’ve had people coming to the booth and saying, ‘I heard about you.’ Several people have seen us on Instagram and have seen our website, so visiting the booth and seeing the line solidifies it.”
Another first-time exhibitor is Jondo, which makes sunglasses that allow golfers to see the greens with no distortions and unmatched clarity in frames that are comfortable and lightweight, the company says.
“As a new brand, we are here, first and foremost, to get brand awareness by telling people about our product and our unique story,” says CEO Morne Botha, who is a PGA of America Professional. “We see the Show as our official launch into the U.S.”
The 2025 PGA Show was also the perfect launching pad for Midspring, a women’s brand founded by friends Shannon Arniel and Meredith Carmody as a mix of femininity, functionality and a flattering fit.
“We launched in December, and it’s been so exciting to see how many people here have gravitated to us and stopped by to see the line,” Arniel said. “We want to pay homage to the traditions of the game and still show self-expression, and it’s been very validating.”
In addition, Greatness Wins exhibited at its first PGA Show and created a stir with an appearance by Yankee great Derek Jeter, who co-founded the brand with UNTUCKit Founder Chris Riccobono and did a meet and greet at the booth on Wednesday.
“There’s a new prestige when you hit the PGA Show with a booth like this surrounded by incredible brands like Holderness & Bourne, Stitch and johnnie-O,” said Head of Marketing & eCommerce James Itkoff. “There are incredible athleisure brands in the golf space whose lines are soft and comfortable, but they don’t have the durability and performance the athlete needs, and that’s what we bring to the market.”