It’s been a manic week for Melissa Meka – but she wouldn’t have it any other way.
The national sales manager for Counselor Top 40 supplier Cutter & Buck’s golf division and her C&B teammates have been working the merchandise tent at this week’s PGA Championship – the second of professional golf’s four major annual tournaments.
“There’s so much energy and excitement,” Meka says. “Cutter & Buck’s corner has been jamming.”
Since trends in golf apparel and accessories often influence and translate into the promotional products market, ASI Media asked Meka for a few insights on hot-selling items at the PGA Championship, which is being played at the Valhalla Golf Club in Louisville, KY. Meka obliged, and here are some takeaways for promo pros.
1. 3D Emblem Headwear Is Heating Up
Meka says caps that bear three-dimensional logos, as embroidery and as raised patches, are resonating with shoppers. Hats decorated in that manner that feature the word “HALLA” – shorthand for the Valhalla Club – and the PGA logo are “flying off the shelves,” Meka shares.
“I feel that the 3D emblems in headwear will really continue to move into the promo products market with more companies coming up with slogans to feature,” she tells ASI Media.
2. Solid Polos Are Starting to Shine Again
“All brands, not just Cutter & Buck, are seeing a lot more polos being sold over outerwear,” Meka says.
Particular types of more understated polo styles are doing especially well, she says.
“Sales of the ‘loud’ prints are starting to slow down a bit, and many people are looking at solid polos within a certain price point,” Meka says. “Those are the ones selling the most units so far within the apparel category.”
3. Mint Is Fresh
Meka says products in the color of fresh mint, including polo shirts, are proving popular.
“Fresh mint has been a huge hit for color with consumers within the tent,” says Meka.
Headwear, polos and other items in softer-hued tones were also reportedly swift sellers at the 2024 Masters, golf’s first major tournament of the year, which was held in April.
4. Lighter Camo Has Cachet
Another notable trend was camo-patterned apparel, but sometimes in lighter, more subtle hues and patterns. A good example, C&B tells ASI Media, is a layering piece that was moving out the door at a quick clip – namely, the Traverse Stretch Camo Print Eco ¼ Zip Pullover (MCK01081).
5. Co-Branding & Local Connections Are Key
According to Meka, C&B has generated strong sales with co-branded products. For instance, solid polos that feature the PGA Championship logo on the left chest and branding of either the University of Kentucky or University of Louisville on the sleeve “have been a huge success.”
Meanwhile, consumers are snapping up customized golf club headcovers that pay homage to the Kentucky Derby – some done in the character of a racehorse’s head – and also springing in numbers for PGA-branded Louisville Slugger bats.
An important takeaway for promo pros? Know your client’s audience. Include graphics, messaging and/or products that speak to a particular client’s interests, tastes, needs and passion. In this case, the tie-ins with iconic local institutions/organizations were a win.
