Shot Scope's Birdie Data Reveals the Real Gap Between You and Scottie Scheffler
Shot Scope's new birdie data shows a 15-handicap would need 972 rounds to match Scheffler's 2025 season. The real scoring lesson is buried deeper.
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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 2Jul 23, 2026 to Jul 29, 202625 articles · 25 brands covered
Bad Birdie's Fall Drop Is Less About Golf and More About Owning the Post-Round Wardrobe
Bad Birdie's Fall 2026 collection debuts a waffle-knit franchise, returns the Bad Elements outerwear line, and previews a college-licensed Tailgate Edit.
PXG's Budget Tour Ball Has a Diameter Problem That Vietnam Can't Explain Away
PXG Xtreme Tour scored 71 on MyGolfSpy Ball Lab with an F in diameter consistency. What the budget urethane ball reveals about PXG's manufacturing bet.
The Invisible Platform Behind Your Pro Shop's Polo Wall Just Got a PGA of America Deal
RepSpark's PGA of America alignment cements its grip on golf's wholesale channel, and brands like Holderness & Bourne are already positioned to benefit.
Callaway's Quiet Grip on the Junior-to-LPGA Pipeline Tightens Again
Callaway extends its ANNIKA Women's All Pro Tour exemption partnership with FCG, quietly cementing its position in the junior-to-LPGA pipeline.
Club Champion Plants a Flag in San Diego, and TrackMan Rides Shotgun Again
Club Champion's new San Diego mobile fitting studio keeps TrackMan in the largest custom fitting network in North America. The strategic read.
TRUE Linkswear's $199 Hybrid Problem: When a Good Shoe Gets Priced Into a Fight It Can't Win
TRUE Linkswear's Ascent PNWProof is a solid hybrid golf shoe priced into a fight it can't win against $75 competitors. The real story is what happens next.
Five Iron Plants Eight Trackman Bays in the City of London. The Simulator Wars Have a New Front.
Five Iron Golf opens its first London venue at Broadgate with eight Trackman bays, betting on corporate hospitality in the City's densest commercial zone.
Graphite Design's Quiet Tour Dominance: Two More Wins, Zero Marketing Noise
Graphite Design shafts won on the PGA Tour and PGA Tour Champions in the same week. The brand's quiet dominance keeps working without any marketing noise.
Jackson Koivun Wins the 3M Open, and the Trackman-Native Generation Arrives on Tour
Jackson Koivun's 3M Open win at 21 signals the arrival of the Trackman-native generation on the PGA Tour, and raises questions about the brand's consumer trajectory.
The Bridgestone Tour B X Just Won a MyGolfSpy Fitting. That's a Bigger Deal Than It Sounds.
A MyGolfSpy writer expected to get fitted into a Titleist. He walked out choosing the Bridgestone Tour B X. Here's why that matters for Bridgestone.
Eastside Golf Now Sells Hoodies Between Gates. That's Not a Small Detail.
Eastside Golf opened a storefront at Detroit's airport with prices 40-80% above online. The pricing gap says more about the brand than the location does.
Nike and Hyperice Turn the Recovery Slide Into a $249 Lifestyle Play
Nike and Hyperice launch the $249 Air Zoom Hyperslide on Sept. 29, a recovery slide with vibration, heat, and a detachable Hyperpod aimed at golfers.
Graphite Design's Tour AD EK Arrives in September, and It's the 11th Active Wood Shaft in a Lineup That Already Confuses Fitters
Graphite Design's Tour AD EK launches September 4, 2026, adding an eleventh wood shaft to a Tour AD lineup that already challenges fitters to keep straight.
The Wilson Dynapower Won a Most Wanted Test and You Can Buy One Used for $78
Wilson's Staff Dynapower won the 2023 Most Wanted Fairway Wood test and now sells used for under $100. The performance-to-perception gap Wilson cannot close.
Who Owns Pins & Aces? One Ugly Headcover, Two Brothers-in-Law, and a $20 Million Golf Brand
Who owns Pins & Aces? The two brothers-in-law who founded it in 2018, how a headcover complaint became a $20 million brand, the Edel Golf acquisition, and what the data shows.
Williams Athletic Club Lands at Nordstrom, and the Women's Golf Apparel Shelf Just Got Crowded
Williams Athletic Club debuts on Nordstrom.com, signaling that women's golf apparel has reached department store scale. What it means for the category.
Bettinardi Just Added Torque Back to a Zero-Torque Putter. That's Not a Small Signal.
Bettinardi's new Antidote Hexperimental #2 adds torque back to a zero-torque putter, the first meaningful counter-move in a category chasing L.A.B. Golf.
Tour Edge's Hot Launch Max D Wins the Beginner Bracket That Nobody Else Is Fighting For
Tour Edge's Hot Launch Max D topped MyGolfSpy's 2026 super game-improvement testing at $599. The pricing gap to Callaway and TaylorMade is the real story.
Odyssey Just Cut $100 Off Its Best Zero-Torque Putter. That's Not a Normal Discount.
Odyssey cut $100 off the Ai-DUAL Square 2 Square #7, its award-winning 2026 zero-torque putter. In-season discounts like this from Callaway are not routine.
Bettinardi's Antidote Hexperimental #2: The Zero-Torque Backlash Made Into a Product
Bettinardi's Antidote Hexperimental #2 is a $550 high-MOI mallet without zero-torque geometry, and a quiet bet that the ZT trend has a ceiling.
Edel Discounts the SMS Utility After a MyGolfSpy Test Win. The Real Story Is the Distribution Model.
Edel Golf's 15% MyGolfSpy discount code following its SMS Utility testing win reveals how boutique OEMs reach enthusiast golfers without retail shelf space.
Arccos Just Told Every 15-Handicap Where They're Wasting Strokes. It Isn't Putting.
Arccos Golf's 329,000-round study shows approach play, not putting, drives handicap improvement. The data reveals a distribution strategy shift.
PING's PLD Fitting Just Turned a 13-Handicap Putter Into a 1. That's Not a Marketing Number.
PING's PLD Custom putter fitting cut a MyGolfSpy tester's PuttView handicap from 13 to 1. The result reframes the case for buying any premium putter off the rack.
MyGolfSpy Just Publicly Traded a Vessel for a Jones. Vessel Should Be Paying Attention.
A MyGolfSpy reviewer traded their Vessel for a Jones Trouper and said so publicly. What that quiet defection signals about the premium bag category.
