Original Penguin Bets Its Golf Future on Nostalgia. That Might Not Be Enough.
Original Penguin launches Spring 2026 golf collection with retro styling and recycled fabrics. Can heritage save a brand near the bottom of the rankings?
The Feed
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
PXG Blinks First: The DTC Purist Heads to Big-Box Retail
PXG partners with PGA TOUR Superstore for nationwide retail expansion, marking a strategic shift from its direct-to-consumer roots.
PXG Finally Admits It Needs Big-Box Retail to Survive
PXG clubs now available at PGA TOUR Superstore as the direct-to-consumer brand makes a major retail pivot.
Why Sun Mountain Is Doubling Down on Women's Bags While Competitors Chase Viral Moments
Sun Mountain's 2026 women's bag lineup prioritizes function over flash. A smart bet or a missed moment in golf's noisiest category?
Rory McIlroy's Back-to-Back Masters Wins Put SuperStroke Back in the Spotlight
Rory McIlroy's back-to-back Masters victories with SuperStroke's Zenergy Pistol Tour grip give the brand its biggest validation yet.
Five Iron Golf Is Building a Pipeline From Simulator Bays to First Tees
Five Iron Golf launches spring programs connecting Trackman-powered indoor training to on-course play through instruction and membership perks.
SuperStroke Rides McIlroy's Back-to-Back Masters Win Into Relevance
Rory McIlroy's back-to-back Masters win puts SuperStroke's Zenergy Pistol Tour grip in the spotlight at exactly the right moment.
GTS Fairways Hit Tour Bags as Titleist's Metalwood Dominance Continues
Titleist GTS fairways hit PGA and LPGA tours as Cameron Young and Johnny Keefer add 7-woods to their bags following dominant driver launch.
Nippon Shaft Bets on Black Chrome to Match the Murdered-Out Iron Trend
Nippon Shaft releases Luxury Black chrome versions of its MODUS³ lineup, matching the blacked-out iron trend sweeping club design.
Wilson Goes Big in Times Square, But Can Billboards Fix a Brand Problem?
Wilson Golf launches Times Square billboard campaign as brand momentum rises 23%. Can visibility translate to equipment consideration?
Vice Golf Partners With Uneekor for Major Season Giveaway Push
Vice Golf joins Uneekor's Major season giveaway as the brand rides 49% month-over-month momentum in the DORMIED Index rankings.
PXG Turns Masters Week Into a Retail Footfall Play
PXG's Masters week giveaway requires store visits across 28 locations. It's a footfall play dressed as a sweepstakes during golf's biggest week.
Sun Mountain's Camo Play Is Smarter Than It Looks
Sun Mountain partners with Realtree for a limited Masters-inspired camo collection on its Matchplay and ClubGlider bags. Here's why the collab makes sense.
J.J. Spaun's Texas Open Win Gives Puma Something It Desperately Needed: A Storyline
J.J. Spaun wins the Texas Open, giving Puma Golf a tour storyline it can build around as brand momentum rises.