Honma x Bugatti: A $72,000 Set That Tells You Everything About Where Japanese Premium Is Headed
Honma's new Bugatti collaboration tops out at $72,000 for a 20-set limited run. The strategy reveals where Japanese premium golf is actually headed.
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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.
Which Golf Brand Stories Are in The Feed?
Sun Day Red's Presidio Just Won a MyGolfSpy Category. The Footwear Strategy Is Starting to Make Sense.
Sun Day Red's Presidio won Best Low-Profile in MyGolfSpy's 2026 spikeless testing. The footwear strategy is starting to look real, even as DI momentum cools.
TaylorMade's Sailor's Point Collection: A Shinnecock Tribute That Won't Say Shinnecock
TaylorMade's Sailor's Point Collection for U.S. Open week at Shinnecock leans on signal flags, lighthouses, and whaling history. The execution is the story.
Gina Kim's First LPGA Win Comes in PXG's Full Bag, Not Half of It
Gina Kim's first LPGA Tour win at the Dow Championship puts a full PXG bag in the winner's circle as the brand navigates its big-box retail pivot.
The PGA Buying Summit Quietly Became the Apparel Show. Holderness & Bourne Is the Tell.
Holderness & Bourne heads to the 2026 PGA Buying Summit in Frisco as the apparel-first event signals where golf retail is really headed for Spring 2027.
Sun Mountain's ClubGlider3 Lands at $450. The Travel Bag Category Just Got Interesting Again.
Sun Mountain launches the ClubGlider3 travel bag at $450, undercutting Vessel while keeping its patented rolling kickstand advantage intact.
MacGregor Is Quietly Defending the Last Affordable Tier in Golf
MacGregor's MacBLK set beats Amazon Basics in a MyGolfSpy comparison, but the real story is which brands abandoned the sub-$600 beginner category.
Good Good Lands in a Troon Pro Shop Next to Sun Day Red. That's the Story.
Good Good Golf lands in Sandia Golf Club's new pro shop alongside Sun Day Red and Dunning, signaling the creator brand's move into Troon's wholesale ecosystem.
Maxfli Built a Ball Around Ben Griffin. Now the Tour X LS Is the Real Test of Whether the Strategy Scales.
Maxfli's Tour X LS is a lower-spin four-piece built around Ben Griffin's feedback. At $39.99, it tests whether value can crack the premium ball category.
Kirkland's $200 Forged Wedge Set Just Landed at Costco. The Wedge Category Has a Problem.
Kirkland Signature Gen 3 Forged wedges hit Costco at $199.99 for three clubs. The wedge category just got a Pro V1 moment.
McLaren Golf Just Launched at $375 Per Iron. The Industry Should Be Watching Callaway's Talent Drain.
McLaren Golf debuts at $375 per iron with talent poached from Callaway, Titleist, and Wilson. The talent drain matters more than the supercar jokes.
Top Irons on Tour 2026: The Models Filling Pro Bags Right Now
Top irons on tour in 2026, ranked by share of current tour bags. Titleist T100 leads, Apex TCB follows, and 69.4 percent of pros run combo sets.
Public Drip Walks Into the Pro Shop: A Brooklyn Streetwear Brand Hits Green Grass Retail
Brooklyn-based Public Drip joins AGM as a vendor partner, signaling a new push from streetwear-adjacent golf apparel into green grass retail distribution.
Odyssey Quietly Brings Back the Putter That Wyndham Clark Made Famous
Odyssey adds a 38-inch counterbalanced Ai-DUAL Jailbird Cruiser, reviving the silhouette Wyndham Clark and Rickie Fowler made famous in 2023.
TaylorMade's Spider ZT Max Goes Bigger When Everyone Else Went Smaller
TaylorMade's Spider ZT Max scales up the zero-torque putter category while everyone else went smaller. The strategy behind the size, weight, and price.
Ben Hogan's $250 Mallets Beat Every Scotty Cameron Phantom in MyGolfSpy's 2026 Test
Ben Hogan's $250 BHM02 and BHM03 mallets beat every Scotty Cameron Phantom in MyGolfSpy's 2026 Most Wanted test. What it means for premium putter pricing.
Sun Mountain's $450 Waxed Canvas Bag Is a Bet That Heritage Still Sells
Sun Mountain launches a $450 limited-edition Hometown USA waxed canvas stand bag, signaling a move into heritage territory long owned by Jones and MacKenzie.
Brad Dalke Gets a Rocket Classic Exemption. The Real Story Is What Good Good Just Pulled Off.
Good Good Golf lands a Rocket Classic sponsor exemption for Brad Dalke, marking a turning point for the creator brand's apparel ambitions on the PGA TOUR.
J.Lindeberg Bets Its 30th Anniversary on the One Outfit Everyone Still Remembers
J.Lindeberg's 30-year anniversary capsule revisits Jesper Parnevik's 1998 Open look. The brand bets its heritage can compete with golf's new wave.
L.A.B. Golf's VZN.1i Looks Almost Normal. That's the Story.
L.A.B. Golf's new VZN.1i putter ditches the brand's polarizing looks for something closer to mainstream. The shift signals where L.A.B. is heading next.
Sunday Golf Bets On The World Cup Crowd With An 11-Country Capsule
Sunday Golf drops 11 World Cup country editions of its Ryder stand bag at $264.99, more evidence it operates like a lifestyle label than a bag maker.
Callaway's Chrome Tour Dogs Drop Is a Limited-Edition Playbook Hiding in Plain Sight
Callaway's Chrome Tour Dogs drop reveals a limited-edition merchandising engine that's quietly become one of the brand's most efficient marketing plays.
Céline Boutier Wins Her Seventh on a Bag PXG Hasn't Refreshed in Three Generations
Céline Boutier wins the ShopRite LPGA Classic with a PXG bag spanning four product generations. What it says about PXG's brand trajectory in 2026.
Fore All Buys Melrose, Riviera, and a Pink Bus for U.S. Women's Open Week
Fore All is taking over L.A. for U.S. Women's Open week with a Barbie collab, a Melrose pop-up, a Riviera suite, and a pink bus on Sunset.
Odyssey's Zero-Torque Putter Just Won Most Wanted. The Color Story Is Going to Sell It.
Odyssey's S2S TRI-HOT Black putters launch June 12 at $599.99, days after the line won MyGolfSpy's 2026 Most Wanted Zero-Torque test.
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