Fashion stylists take note--there's a new fashion game in town -- styling golfers-- and golf apparel manufacturers are leaving no marketing opportunity to chance.
"A single shirt worn by one of our athletes on a Sunday afternoon winning a tournament can raise sales 10 percent," said Tiss Dahan, the senior director of global apparel at Adidas Golf. "We see the influx online, and our customer service phone line will get the calls from retailers who are reacting to requests from consumers. You get somebody playing well in clothes that look good, it really moves the needle for apparel."
Big pros like Tiger Woods collaborate directly with the lines. Woods works with Nike's design team 18 months in advance to create his outfits, going over every detail such as: new looks in stripes, plaids and prints; the technology of materials, like moisture-wicking fabrics; and color palettes chosen based on how the basic clothes will work with vests or pullovers.
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