This Years PGA Show Orlando Florida

By: Elle Brec on 02/27/10 11:53 AM

The 2010 PGA Merchandise Show in Orlando, FL had great energy and remains the world’s most influential golf trade show and the global summit for the golf industry. It was not necessarily a bad thing that it was smaller than in years past. The bad economy actually has positive affects because it allows for a cleansing period. It is survival of the fittest, those companies that best adapt to the changing conditions, have survived the market, and in turn, come out with better, more innovative products. It also raises the bar of consumer standards. The clothing from years past is no longer going to cut it in this new day and age. We are bored of wearing the same golf clothing that we have for years. We want new looks and feels that use cutting edge technology and don’t necessarily scream, “golf course only.” Playing golf is part of a lifestyle. This lifestyle consists of loving life, having fun, looking good, feeling good, enjoying the outdoors, as well as embracing the human condition that loves to take on challenges that take focus and discipline to excel at. The apparel needs to create synergies with this lifestyle.

Interestingly enough, a great leader must also live this lifestyle and the best products result from great leadership. These leaders have a passion for what they do and strive to be the best they can be. They love life, their company, and their products. In numerous interviews, many of the Presidents, CEOs, and Founders, had the most extensive knowledge of their products and what differentiates their companies from others. They are not on some pedestal, they roll up their sleeves and significantly contribute to the success of the company.

Highlights of the show included leaders such Ron McPherson, President and CEO of Antigua of Peoria, AZ, who explained to me the innovations of his company. He elaborated on their popular Desert-Dry and Desert Dry-Xtra Lite technologies. The term uncomfortable simply does not fit into the golf lifestyle and thus he made it his mission to produce an optimum comfort golf shirt and has achieved it. He also revealed the new patterns of their hound-sooth and

embossing techniques, which gave the apparel extra class and edge.

SunIce, a longtime expert and leader in the technical outerwear industry has a great leader, Mark Fletcher, President of the Fletcher Lesiure Group of Quebec, Canada, is dedicated to creating innovative designs. Heidi, an expert on three of SunIce’s market-leading fabrics that utilize the technology of GORE-TEX®, X-Static® and FlexVent®, demonstrated to me the new 2010 Sunice® Outerwear Collection, which showcases golf wear that embodies the perfect fusion of science and fashion-forward style.

Iconic Sport, of San Francisco, CA, founded and designed by former NASA engineer, Leslie Chow, is positioned for upscale golfers, emphasizing sophisticated style along with performance enhancement. With degrees from both MIT and Stanford, Chow is an avid multi-sport athlete with a passion for luxury performance wear. Iconic Sport produces UV protective golf shirts for men as well as its very popular Unisex UPF 50+ del Sol accessories including sunsleeves, armwarmers, neck-protection SunDickies.™

Fairway & Greene, EP Pro and Zero Restriction make up Summit Golf Brands, and President and CEO, Andy Bell is another great

leader in the industry. Fairway & Greene is widely acknowledged as the best in the high-end green-grass apparel market. The company tastefully blends classic looks with modern trends in order to capture a feeling that is as new as it is wearable and distributes its products through resort and country club golf pro shops.

2010 is going to be very exciting year for golf fashion. The new innovations and quality of products on the market are sure to enhance the golf lifestyle. It was a special experience to get a sneak peak of the apparel and accessories that will invigorate and inspire everyone to get on the course as much as possible this spring.