July 28, 2021 | BY AAGD STAFF
A “stylish new brand made to build awareness to the youth and non-golfers shows just how cool golf is,” said then 30-year-old entrepreneur and brand owner Olajuwon Ajanaku to this publication back in December 2019. Now, just several months after launching Eastside Golf has its first-ever collaboration, a partnership with the Jordan Brand. It’s a huge business leap for the minority-owned start-up, especially considering that golf is still trying to gain minority participation on all levels of the business and sport of golf.
Eastside Golf is hoping that its brand will attract interest in the game for young players with the new Air Jordan Retro IV sneakers. The golf shoe is as attractive as it is functional while promoting the Black presence in golf. Blending nicely with street culture, the vibrant shoe has spiked soles for peak golf performance and a dashing logo that was created by Ajanaku himself while living in Detroit.
The shoe becomes available for purchase on August 7.
The Founders Ajanaku Ajanaku and Earl Cooper are two Morehouse College alumni who established their presence in the golfing community; Cooper, a top PGA teacher in Cooper, and Ajanaku, a PGA minority champion. In college the two had won the National Championship in 2010.
Golf exposure began early for Ajanaku who started playing at 6-years-old. in his Eastside Atlanta neighborhood. His skills enabled him to gain a golf scholarship to Morehouse College. It was a different route for Cooper. His entry into the sport was though caddying at the local country club in his hometown of Delaware. Once the two met, a bond was struck in college and their combined genius has brought about an entrepreneurial dream.
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Seeking to support himself, Ajanaku worked a 9-5 job, but grew frustrated with the humdrum grind. He told Forbes.com, “I took my professional route – my major was accounting. I was in commercial finance for about nine years. I was about to become a VP at a finance firm out in San Diego. It got to a point [where] I got home [one day] and was just like, ‘this ain’t it.’ I wanted to play golf. I knew I wouldn’t find sponsors, it was going to be tough.”
In keeping his spirits up, Ajanaku dove into his passion and leaned onto himself. “I just made a logo. The logo that you see, jeans, sweatshirt, and [gold] chain, it was supposed to just be me. Putting it on my polo and my bag. I showed it to Earl and he said, ‘put that on a t-shirt,’ ” Ajanaku remembers him saying.
“I found a Gildan [tee], ironed [the logo] on, and it probably cost me 20 bucks. I went downtown Detroit, and I maybe got stopped 50 times. Same questions; ‘Who are you?’; ‘What’s that logo?’; ‘Do you play golf?’; and ‘Where can I get it?’ I ended up making a clothing brand of sweatshirts, t-shirts, hats, and socks, finding the highest quality [material] for each piece. I started the company in June of 2019.”
Ajanaku got great response from the design and said in an interview with Forbes.com that he recalls “selling clothes in November 2019, and [it] sold out five times between November 2019 and February 2020. I called Earl and asked him to go to [with me] the PGA [trade] show and see what the rest of the [golf] world says about it. I started the brand because I wanted to afford myself a way to play the sport.”
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The creativity of Ajanaku was key in the collaboration with the Jordan Brand on an Air Jordan Retro IV. The partnership has two benefits: It would solidify the Eastside Golf name in the golf world, as well as garner him entry into the billion dollar sneaker industry. “Our brand means something, said Ajanaku to Forbes.com.
“It means that Jordan [Brand] actually believes in golf. Even [speaking] with Michael Jordan, and him believing in Eastside [Golf]. That’s really important and shows we’re going down the right path. That golf is itching for High Schoolers become Summer Caddies at Western Golf Association’s Caddie Academy of how it’s supposed to look, and how it is going to look moving forward. There is a lane for this.”
The Eastside Golf x Air Jordan Retro IV golf shoes come in the Eastside Golf colorway in navy blue and gold. The tongue bears the Player Logo (designed by Ajanaku), stitched, and embroidered. The shoe’s classic cement detailing has navy blue specs which complement the Eastside logo design, and white upper. On the sole of the shoe is the custom artwork “Be You” by Ajanaku.
“We keep our same [street] style, and they have to accept it. It shows culture, and it shows that [now] we have a shoe, this [is] part of the culture that people need to take advantage of in this game. These things go into what makes Eastside Golf. And important for all Black folks and people of color. Use it as a tool!”
Ajanaku created these artworks that are staples of the Eastside Golf brand promoting the Black presence in golf. “With this design, and with Eastside Golf, I hope to show future generations the value in being your true authentic self,” Ajanaku states. He continues, “The Eastside Golf Player Logo, and ‘Be You’ artwork, is a portrayal of who I am and what I feel like as a Black man on the golf course.”
For Ajanaku and Cooper they are expanding the line for Eastside Golf which also has an apparel side that features crewnecks and polo shirts launching alongside the Air Jordan Retro IV shoe.
