Jonathan Weiner
Callaway’s TravisMathew brand is well-known for its men’s clothing and golf apparel, but on Tuesday the company unveiled something new: a women’s line.
TravisMathew was acquired by Callaway in 2017 for $125.5 million, and before Tuesday, counted around 30% of its customer base as women buying products for men — and women on golf courses hit 25% last year, up from 19% 10 years ago.
Director of women’s product Lindsay Browder told Front Office Sports the company saw a gap in the market sparked by the pandemic — elevated casual wear.
The new tees, polos, pullovers, and other apparel aren’t golf-specific but can transition to the course, Browder explained. Long-term, the line may include performance lifestyle pieces, footwear, headwear, and accessories.
The “soft launch” is available online and in all 32 brick-and-mortar stores — it plans to have 40 open by the end of the year and a full launch by the end of 2023.
“We’re bullish on…
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