Ring Concierge has lengthy offered tennis bracelets and necklaces. However this 12 months, it’s creating jewelry for one more nation club-coded sport: Golf.
In June, the superb jewelry model introduced a collaboration with attire startup Malbon Golf, promoting golf ball-adorned attraction bracelets and a golf glove with a cut-out on the ring finger, meant to point out off a diamond ring. To have fun, it co-hosted an occasion with Malbon at a Connecticut golf course, the place invited influencers participated in a golf lesson decked out in Malbon attire and Ring Concierge equipment. With prospects, too, it’s proved to be a success for each manufacturers: the glove offered out inside seven minutes.
“Girls wish to look fabulous on the course. They don’t need it to appear like a stuffy sport,” mentioned Nicole Wegman, Ring Concierge’s founder and chief government.
Whereas racket sports activities like tennis and padel have been trend favourites for partnerships and athlete sponsorships — with manufacturers from Sporty & Wealthy to Louis Vuitton getting concerned — golf has been slower to step up its model recreation. The game, admitted Nate Checketts, chief government of athletic model Rhone, sometimes attracts an older crowd and “has not at all times been very welcoming to girls.”
“Earlier than, for those who had been to stroll right into a golf store and also you had been to see the ladies’s providing, it was borderline insulting,” added Checketts.
That’s beginning to change. Curiosity within the sport is rising amongst girls and Gen-Z, with influencers additional amplifying the web dialog round golf. Manufacturers are responding: Ring Concierge and Malbon Golf’s team-up is only one of a number of female-focused golf collections launched this season, from attire model Tuckernuck’s golfwear to Rhone’s increasing girls’s choice.
Very like in different sports activities, the golf collections which are performing each tackle girls’s wants on the course and are trendy sufficient to put on all through the day afterwards. However the problem lies in not solely one thing that has the correct particulars for golf — like pockets for tees and balls, or gloves with detachable ball markers— however which are additionally tailor-made particularly to girls’s our bodies and wishes, and never only a riff on the menswear that has lengthy dominated the market.
“If menswear was behind by way of the intersection of trend and sport, girls’s was leap years behind that,” mentioned Malbon co-founder Erica Malbon. “Historically, [for] a number of the larger manufacturers girls had been a secondary thought. Simply shrink it, make it a extra female coloration, and put it into {the marketplace} … that narrative is altering.”
Cart Content material
Over 1 / 4 of golfers at present are girls, in response to the US Nationwide Golf Basis, accounting for about 60 p.c of golf’s complete post-pandemic development.
TikTok has performed a significant position within the improve in curiosity, significantly amongst youthful gamers: In keeping with influencer advertising platform Traackr, over the primary half of 2025, the amount of TikTok creator posts in regards to the sport grew 39 p.c in comparison with the identical interval in 2024, whereas video views grew by 54 p.c.
“It’s cool to point out your self {golfing} on social,” mentioned Ring Concierge’s Wegman. “5 years in the past, your dad golfed, however you didn’t golf.” Ring Concierge’s Malbon collaboration social media posts — a lot of which featured the golf glove, which solved a ache level for feminine gamers — had double the engagement of their typical posts.
Some manufacturers and creators have embraced the old-school, nation membership aesthetic of golf of their content material, like Ring Concierge and Malbon’s activation, or The Masters merchandise hauls the place creators share the items they picked up on the coveted Professional Store on the Augusta, Georgia Event — creator Katie Feeney’s video racked up almost 40,000 likes.
Others are flipping golf’s elitist connotations on its head with humorous content material. Creator Gabby Gonzalez, for instance, posted a video of golf WAGs watching a recreation, saying “I can see my future.” Cass Holland, recognized for posting “cart lady” content material, provides viewers an “higher deck, decrease deck” have a look at what it’s prefer to work at a golf course, she mentioned. A few of her “day within the life” movies characteristic outfit inspiration and pictures of her preparing with make-up from manufacturers like e.l.f. and Milk Make-up that may stand up to lengthy, sunny days on the course.
“Manufacturers can take into consideration these golf moments in the identical means as a music competition,” mentioned Halie Soprano, senior skilled providers marketing consultant at Traackr. Whereas an influencer at a music competition may want charging stations, sunscreen and drinks, manufacturers want to think about how they will present up and add to the creator expertise on the course or at a golf match.
For Tuckernuck, creator content material has been an efficient megaphone for its golf collections as effectively. Its put up that includes its co-branded golf bag created alongside Sew Golf acquired 10 instances the engagement they see on their common posts. The model plans to quadruple its influencer relationships for Tuckernuck Sport this season.
Feminine-First Collections
Golf-centric attire makers are nonetheless determining tips on how to greatest cater to this new clientele.
Malbon, for instance, primarily targeted on menswear when it launched in 2017, and womenswear nonetheless makes up lower than 10 p.c of its complete providing. Extra just lately, nonetheless, they’ve used collaborations to cater to growing demand. Already this 12 months, apart from the Ring Concierge line, it’s rolled out collections with St. John and Jimmy Choo, its second with the footwear label and with an emphasis on the Asia-Pacific market by way of focused seeding, retailer activations and PR; Malbon’s prospects are evenly cut up between women and men in South Korea.
Golf has traditionally been considered a high-brow sport, and thru partnering with Jimmy Choo and St. John, Malbon was concentrating on that upmarket buyer. However it sees alternative past the basic golf demographic, too. In June, it launched a collaboration with Hole with the intent of making a extra accessible providing to cater to the rising cohort of Gen-Z golfers. And whereas the gathering had extra males’s items, it was the ladies’s gadgets that offered out on launch day.
Promoting golf attire to girls isn’t nearly creating one thing that speaks to their sense of fashion, but additionally their efficiency wants. To make sure its merchandise are as much as snuff for ladies on the course, Rhone works instantly with its Women’ PGA (LPGA) ambassadors like Lilia Vu and Lauren Hartlage to check and supply suggestions on product match and performance, from inseam size to pockets. Its girls’s golf collections have grown 129 p.c since launch final 12 months, with its “inexperienced grass” wholesale accounts, which embody prospects comparable to nation golf equipment, professional outlets and resorts, projected to be up 115 p.c for ladies’s — in comparison with a 25 p.c improve projected throughout its complete enterprise.
There’s additionally room within the center: With its newest sports activities assortment, Tuckernuck, recognized for its preppy attire and separates, takes cues from nostalgic Nineteen Seventies and Nineteen Eighties golfwear, pairing useful components like pockets and moisture wicking material with modern prints like gingham for attire and skirts which are designed to be worn all day lengthy. The gathering provides the model a chance to safe extra of its current prospects’ purchasing cart by “[filling] the wants of our buyer, and that is an space the place we all know they’re shopping for and so they’re annoyed,” mentioned co-founder Madeline Grayson. It’s additionally a buyer acquisition device by way of wholesale relationships with resorts and nation golf equipment.
“It is a enormous ripe alternative for ladies’s trend manufacturers,” mentioned Soprano.
