L.A.B. Golf Lands the Junior Tour Deal That Tells You Where the Putter Wars Are Headed Next
L.A.B. Golf becomes Official Putter of the National Junior Tour Powered by Under Armour, a youth-channel play that reshapes the zero-torque putter race.
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Golf Brand News
This is the desk's daily coverage. Brand moves, marketing plays, retail shifts, athlete deals, the WITB tells, and the what-does-this-mean takes the rest of golf media isn't writing.
Other publications cover the players. We cover the companies. The ones writing the checks, signing the deals, missing the moments, reading the room, and occasionally surprising everyone.
Filter by brand to track a specific name. Sort by date for the freshest. Every story here gets read against the Index, so when a brand makes a move you can see whether the data agrees.
Golf news feed
PAGE 1Jun 17, 2026 to Jun 22, 202625 articles · 22 brands covered
The PGA's Master Professional Designation Just Added Its 484th Member in 56 Years. That Scarcity Is the Point.
Travis Wilson becomes the 484th PGA Master Professional in the program's 56-year history. The scarcity of the designation is its strategic value.
PING Signed Wyndham Clark to a Putter Deal 24 Hours Before Shinnecock. The Math Was Already Done.
PING signed Wyndham Clark to an exclusive Scottsdale TEC putter deal the day before the U.S. Open. He won. The data made the decision easy.
Vice Golf's $180 Driving Iron Is a Tell on Where the DTC Equipment Market Is Headed
Vice Golf launched a $179.99 driving iron undercutting Titleist and TaylorMade by $100. The positioning says more than the product spec.
Nike Golf's Shinnecock Problem: When the Swoosh Becomes the Punchline
Nike Golf landed on MyGolfSpy's worst-dressed list at Shinnecock. A look at how the swoosh became the punchline of tour apparel scripting.
Pebble Beach Caddies Unionize 180-56: The First Domino in a Caddie Labor Reckoning
Pebble Beach caddies voted 180-56 to unionize with UNITE HERE Local 19, setting precedent for destination golf resorts nationwide. The labor reckoning starts here.
Maxfli's Streetwear Detour: What a Siegelman Stable Collab Says About a Dormant Brand
Maxfli's Siegelman Stable streetwear collab signals a quiet legacy brand trying to borrow relevance. What the partnership reveals about DICK'S strategy.
Five Forum Testers, One FootJoy Convert: Inside Payntr's Quiet Takeover of Golf Footwear
Payntr's Reserve Classic Tour RS converted a lifelong FootJoy loyalist in MyGolfSpy forum testing. The bigger story is what that means for premium golf footwear.
Puma's SHOWTIME Pack Is the Latest Golf Brand Pretending the World Cup Matters to Golfers
Puma Golf's new SHOWTIME Pack ties the Ignite Elevate 2 to the World Cup, but the real story is what the drop says about Puma's slipping position in golf footwear.
Bad Birdie Goes Footwear by Renting PAYNTR's Engineering Instead of Building Its Own
Bad Birdie launches its first golf shoe via a PAYNTR Golf collab at $180. The co-brand structure says more about apparel strategy than the shoe itself.
Sub 70's Zero-Torque Putter Just Outperformed Every Putter MyGolfSpy Tested in 2026
Sub 70's 011-SQ zero-torque putter led the entire 2026 MyGolfSpy Most Wanted field in make percentage at $229. The category shift is real.
Puma's Neon SHOWTIME Drop Is a Soccer Play in Golf Spikes
Puma Golf's SHOWTIME Ignite Elevate 2 launches at Shinnecock, but the neon drop signals a bigger shift in how Cobra Puma Golf fits into Puma's global calendar.
The Tour AD IZ Is Eight Years Old and Still Winning. That's the Story.
An eight-year-old Graphite Design Tour AD IZ-6 just won on PGA Tour Champions. What that says about premium shaft strategy in 2026.
KBS Drops a Patriotic Putter Shaft for America's 250th. The Real Story Is the Graphite Push.
KBS Golf launches a 250th anniversary limited edition graphite putter shaft. The commemorative finish is the headline. The category strategy is the story.
A Lake Oswego Women's Brand Bets on Frisco: Williams Athletic Club's Wholesale Play
Williams Athletic Club heads to the 2026 PGA Buying Summit with its Spring/Summer 2027 line, betting on wholesale before DTC in women's golf apparel.
Aretera's 35-Gram Wood Shaft Is a Bet on a Shrinking Buyer: Senior Players Who Still Want Tour-Spec Torque
Aretera's new AO2 Blue 35 wood shaft claims best-in-class torque in the ultralight category. The engineering is credible. The distribution problem is harder.
14 KBS Shafts in One Bag at the Dow: What That Number Actually Tells You
KBS swept the Dow Championship with PGI 80 graphite shafts, including one player gaming 14 KBS shafts. What the result says about LPGA fitting trends.
Blue Tees Bets the Rangefinder Brand Can Sell a Subscription. Arccos Has Thoughts.
Blue Tees launches GAME 1.15.2 with an AI Intelligence Tier, entering the strokes gained subscription category against Arccos, Shot Scope, and Garmin.
Adidas Hands Messi a Golf Shoe. The Crossover Isn't About Golf.
Adidas drops the CODECHAOS Messi golf shoe on June 17, borrowing Argentina's World Cup colorway. The strategy behind the crossover isn't about golf.
Titleist's Bunker Tip Is Really an Argument Against Carrying Four Wedges You Never Use
Titleist's new bunker instruction video tells golfers to change clubs instead of swinging harder. It also reveals a tension in the modern wedge category.
Bridgestone Tour B X Posts a Zero-Defect Ball Lab. The Compression Spread Is the Story.
Bridgestone Tour B X (2026) posts zero defects and a 92 Ball Lab score, but the 9.2-point compression spread is the data point worth watching.
FootJoy's Pro/SL Is Still the Default Answer. That's the Problem.
FootJoy's Pro/SL keeps winning best-of lists while the brand's global ranking slides 18 percent. Being the safe pick has a cost.
TaylorMade's mySpider Refresh Quietly Adds the One Feature Custom Putter Buyers Have Been Asking For
TaylorMade's mySpider Tour and Tour X customizers return with milled aluminum face options and expanded True Path access, signaling where putter margin is headed.
Swag Golf Cashes Carolina's Stanley Cup Run Into Headcovers, and the Playbook Is Getting Familiar
Swag Golf drops a Carolina Hurricanes Stanley Cup Champions headcover collection, extending a sports licensing playbook that is reshaping the brand.