Newsletter - Issue 16, CUTTING EDGE GOLF

Danny Willett’s fourth European Tour victory at last Sunday’s Dubai Desert Classic signalled not only that Danny is in the vanguard of a crop of exciting breakthrough players on the world stage but also, given the way these players look, they can play a vital role in making non- and new golfers feel the sport could be far from the stuffy ‘blazer-brigade’ game they feared.
The feel of golf is changing and the likes of Danny, Rickie Fowler, Jordan, Rory and now young Ryan Ruffels (see People News below) have their collective foot down on the accelerator. Our retailer readers aren’t dancing in their shops yet but a few are starting to smile, especially as seemingly more pro shops are coping with the threat of internet retail (more next time).
Danny Willett was wearing the latest colours from the Callaway Apparel range and he is proving to be a fantastic living catalogue for that label (‘Read more’ for details). See also our notes on Rickie Fowler’s new ‘high-tops’ (below).
A number of key CUTTING EDGE GOLF changes coming (announced next week) in terms of the scheduling of this newsletter for an exciting season ahead (superbly set-up by the above named players).

Passion for Golf Fashion

PING AW16 Performance – helps you play your best

PING announced recently the launch of its Autumn/Winter 2016 men’s and ladies’ apparel collections, delivering the company’s most advanced technical performance range to date and reinforcing the long-standing commitment PING has made to helping golfers to play their best. Focus here is on the men’s range, with the ladies’ collection pride of place next issue.

Rickie’s high-tops earn a high-five, live...

When Rickie Fowler overcame a late challenge to win the Abu Dhabi Championship, his ‘high-top’ PUMA shoes received nearly as much attention as his brilliant all-round game. BBC 5-Live radio made it a prime-time talking point, warning any golf clubs against thwarting youngsters should they emulate heroes like Rickie through their choice of shoes and apparel. We’ll second that!

Callaway Apparel offers exceptional range for AW 2016

Callaway Apparel presents its Autumn Winter 2016 Collection, extending the new Weather Series Programme to introduce a whole new Waterproof range that offers four-way stretch, high-performing waterproof fabrics and new designs for its Green Grass and Tour Suit collection.

Leading Pro Shop Brands

Galvin Green introduces ‘Art of Performance’ gear

To meet growing demand from golfers across the world for a golfing wardrobe that delivers protection and performance in equal measure, high-flying apparel brand Galvin Green is introducing its most comprehensive collection of premium golf wear for 2016 in more fabrics, styles and colours than ever before.

Meet FJ FreeStyle: thanks to a frog for giant leap

FootJoy has introduced a brand new category of golf shoe – FreeStyle, complete with ingenious technology specifically designed to deliver exceptional performance and comfort.
FreeStyle helps generate maximum power by providing greater freedom of movement through the swing. Traction is enhanced thanks to an outsole inspired by the Red-Eyed Tree Frog, which enables the cutting-edge design to deliver great traction and grip in all weather and underfoot conditions.

Innovation

Skechers unveils all-new premium spikeless GO GOLF shoe category

Skechers Performance Division has announced the launch of an all-new premium spikeless golf shoe category, entitled GO GOLF Elite™. Continuing to build on the success that the high-flying US footwear brand has achieved, breaking into the UK & Ireland golf market over the past few years, this contemporary performance model features an abundance of Skechers award-wining technologies.

Craig Mackie is star of TGI event; PING and FootJoy scoop key awards

Craig Mackie, head PGA professional at Scotscraig GC, took the top honour at the TGI Golf Partnership awards last week when he walked off with the Partner of the Year title.
The annual event, this year staged at The Belfry, brought together Partners of golf’s innovative retail services group and influential figures from the golf industry to celebrate those who had excelled over the last 12 months.

In the Next Issue – dynamic brand stories for retailers

Look out soon for the next issue of CUTTING EDGE, with some impressive product news from the likes of Sunice, Abacus, Chervò, Under Armour, Bobby Jones, Glenmuir and many more great brands.
If your assistants or fellow pro's don't yet receive a copy, send their email addresses to info@cuttingedgegolf.com and we will welcome them aboard.

Golf People News

Royal & Awesome appoints Howard Richards, CUTTING EDGE starts 'people news' section

Royal & Awesome announced that Howard Richards (pictured) will be joining their team in the role of digital growth manager, to help accelerate their impressive performance. He is one of many talented people in the trade who are behind the golf products we eventually see in the pro shop, and this magazine will be looking to grow its 'people section' from here. We should celebrate the gifted folk in design, marketing, sales and even some of the bosses of brands which help keep golf retail moving. Click below for people news in this issue.