In recent years, Adidas has struggled in the golf department. At one point, the athletic retailer even attempted to sell its golf brands. Then, the company decided to pivot into the athleisure arena with its adicross line, an apparel collection that could go from the green to the street. Now it looks like the sportswear giant is putting more weight behind its women’s golf apparel.
According to Golf Digest, Christine Cowan, global director of product for Adidas Golf, had some interesting insights into what’s on the horizon for the company. For starters, the company recognizes that women will no longer accept apparel originally made for men that has been altered to fit female bodies.
Here are the rest of the takeaways for women’s golf apparel:
1. Stretch is a key trend
“Stretch is No. 1, and most of our products have UPF 50—that is really important,” Cowan said. “We’re definitely seeing more focus on long-sleeve silhouettes than we’ve seen in the past.”
Cowan also said that the long-sleeve polo collar option is in high demand for women’s golf apparel, but the company is also looking to mock necks and other types of necklines that women gravitate to.
2. Long sleeves are a year-round staple
When it comes to long sleeves, Cowan pointed out there’s a big misconception—that long sleeves are only for cold weather. In fact, the fabrications enable golfers to wear the look all year round.
“The fabrics that we have now allow us to bring technologies that are more suited for warmer climates,” she said. “We incorporate mesh for breathability in a lot of our pieces, it could be down the side panel or through the arms. Then also just the fabric itself, it’s [a] lighter weight, more breathable fabric … ”
3. Don’t neglect pocket depth
Cowan revealed that the products have been testing really well for women in terms of the fit, but she also spotlighted a key detail that has been a huge hit: pockets.
“One of the things that we’ve had a lot of success in is our women’s bottoms and that attention to detail,” she said. “We have a secret pocket where you have your tee or your marker. We really think about pocket depths. All the skorts have two pockets on the back so you have room for your scorecard and for your glove.”
Cowan also discussed the evolving golf apparel market, and she told Golf Digest that the traditional golf looks are slowly changing to more different, fun looks. For those working in promotional golf apparel, it might be time to get inventive with your golf looks and introduce more flattering silhouettes, different collars and some technical details. But keep in mind what Cowan also pointed out: Comfort is key when it comes to golf apparel.
