LPGA launches affordable golf gear for female beginners and juniors at Walmart
The GIST: Nothing for buyers to beware of here. Yesterday, the LPGA launched a line of affordable golf clubs, accessories, and apparel for female beginners and juniors. The gear will be available exclusively at Walmart and is likely central to the tour’s latest growth strategy.
The details: Golf clubs for junior and adult beginners are now on shelves at over 1K Walmarts around the country and the company’s online store. Shoppers can also purchase LPGA–branded bags and clothing, including dresses and visors. Fit check.
- An LPGA spokesperson told The GIST that Walmart was involved throughout, from design to sourcing and distribution. The line expands the brand’s commitment to the tour, which includes its role as title sponsor of the LPGA’s Arkansas event.
The context: Grassroots development is having a moment in golf — women and girls are hitting the links at record rates — and across the industry. Deloitte projects that sports organizations will pour money into grassroots programs as part of their DEI plans, which should keep participation rates high for years to come.
- Deloitte also anticipates that sports bodies will leverage tech in their grassroots strategy, which could “boost commercial initiatives and drive more direct to consumer relationship.”
Zooming out: An affordable clothing line touches on one of golf’s largest barriers to entry (high costs) and is an authentic way to boost brand affinity through DEI projects. It also signals that the LPGA believes grassroots golf can fuel its growth, à la the U.S. Tennis Association’s Growing the Game fund. Started from the bottom.