Is G/Fore Owned by Peter Millar?
G/Fore, Peter Millar, and a luxury conglomerate: a famous founder and an ownership story most golfers have half right. The full picture, untangled.
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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 12May 11, 2026 to May 14, 202625 articles · 30 brands covered
Where Is Avoda Golf Based?
Avoda Golf is based in Pittsburgh, founded 2023 by Tom Bailey. The hand-built iron brand jumped to prominence when Bryson DeChambeau won the 2024 US Open playing them.
Where Is Takomo Golf From?
Where is Takomo Golf from? The Finnish direct-to-consumer brand designs, builds, and prices in a way the country label alone does not explain. The full origin.
Who Owns Odyssey Golf?
Callaway has owned Odyssey Golf since 1997. The $130M acquisition reshaped the putter category and still drives roughly 40% of US putter sales today.
Cameron Young's Ball Switch Is the Best Marketing Titleist Never Paid For
Cameron Young's switch to Titleist's Pro V1x Double Dot changed his career. Here's what the data says and why it matters for the rollback.
The 65/90 Split: Why Under Armour Is Betting Both Sides of Golf's Footwear Divide
Under Armour Golf explains the 65/90 split between retail spikeless sales and Tour spiked usage, betting on both sides of the footwear divide.
MacGregor's $170 Wedge Set Is a Direct Shot at Golf's Price Inflation Problem
MacGregor's $170 MT Tourney Wedge Set delivers three full-face wedges for less than one premium wedge, challenging golf's inflated pricing structure.
Launch Monitor Wars Heat Up as Indoor Golf Finally Sheds Its Arcade Roots
Foresight Sports faces pressure as indoor golf tech matures and competitors close the accuracy gap. What's next for the launch monitor market?
Club Champion's Boston Expansion Reveals the Real Economics of Premium Club Fitting
Club Champion opens its 151st location in Boston's Financial District, betting on premium fitting demand in an underserved golf market.
Titleist's GTS Fairways Are an Admission That the GT Line Wasn't Finished
Titleist GTS fairways bring 16 grams of redesign to the GT line with lower CG, dual weights, and refined face heights. Available June 11.
Cleveland's $199 Mallet Just Tied for Third Against Putters Costing Three Times More
Cleveland HB Soft 2 Black Retreve ties for third in MyGolfSpy's 2026 mallet test at $199, matching putters costing three times more.
Vice Golf's Variety Pack Is a Sampling Strategy Disguised as a Product Launch
Vice Golf's new Variety Pack bundles eight ball designs in one box, a sampling strategy aimed at converting curious golfers into Vice customers.
Takomo's Third Bag Launch Is a Masterclass in DTC Hustle
Takomo Golf launches the Stand Bag 02 at $279, undercutting premium soft goods competitors with its DTC pricing model.
Foresight Sports Lands in Portugal's Resort Circuit, One Simulator Bay at a Time
Foresight Sports simulators anchor new lounge at Salgados Golf Club in Portugal's Algarve, signaling a resort hospitality strategy for the launch monitor brand.
Troon Deal Gives Swag Golf Something It Has Never Had: Retail Shelf Space
Swag Golf joins Troon's Preferred Partner network, putting its headcovers and accessories in pro shops across 900+ properties worldwide.
The Indoor Golf Margin War Has Officially Started
Ace Indoor Golf's new bundle promotion with Foresight Sports and other launch monitor brands signals shifting margins in the indoor golf market.
Adidas Signs a Dead Man to Sell Golf Shorts, and It Actually Works
Adidas honors Forrest Fezler with a posthumous NIL deal and statue at the PGA Championship to promote its Ultimate365+ golf shorts.
Tour Edge Enters the Mini Driver Race With a 280cc Statement Piece
Tour Edge launches the 280cc Exotics Mini Driver at $399.99, entering the mini driver category with a smaller head and a lower price than most competitors.
Two Tour Wins in One Week Signal SuperStroke's Grip on Both Ends of the Bag
SuperStroke claims two PGA TOUR wins in one week as Reitan and Snedeker victories highlight putter and club grip momentum.
A Startup Brand Signs Its First Pro. The Gamble Is Whether Anyone Notices.
Williams Athletic Club signs golfer Andrea E. Ostos as its first pro endorser. A smart bet on alignment over reach, or just expensive content?
Three Wins in One Weekend and Bridgestone Still Can't Crack the Top 60
Bridgestone Golf swept three tours in one weekend with the new Tour B line. The wins are real. The market share challenge remains.
A Free Swing Analysis Is FlightScope's Play to Keep Mevo Users From Drifting to Garmin
FlightScope partners with Golf Live to offer free swing analysis for Mevo+ and Gen2 owners, a retention play in an increasingly crowded launch monitor market.
Another Tour Win for KBS, Another Week Where Nobody Noticed
KBS wins the 2026 Truist Championship but the aftermarket shaft brand's tour success continues to outpace its consumer awareness.
Bridgestone's Driver Return Signals a Bigger Play Than the USGA Filing Suggests
Bridgestone files two new drivers with the USGA, signaling a serious return to the North American club market despite recent plant closures.
The Fitzpatrick Bag Split Shows Where Shaft Loyalty Still Lives on Tour
Matt Fitzpatrick plays Mitsubishi Tensei Orange while brother Alex uses Fujikura Ventus Black. What the shaft split says about Tour equipment trends.
