Golf has come a long way over the past few decades. It has expanded globally, with Japan becoming one of its new hubs, reaching fresh audiences and demographics. However, one company is looking to bring golf to those who are often overlooked in the sport.
What Is Eastside Golf?
On the surface, Eastside Golf may look like a golfing apparel and accessory company, but if you scratch beneath the surface, you will find much more. Founded in 2019 by Olajuwon Ajanaku and PGA Pro and golf instructor Earl A. Cooper, Eastside is looking to bring golf to the overlooked and marginalized masses.
From creating clothing that appeals to young people to hosting events and being part of tournaments, Eastside has injected itself into the sport, influencing the player base and even online sports betting.
Their Mission
Eastside started with the mission to bring golf to marginalized groups, in particular, young black people – a group that is often overlooked in the sport. Eastside wanted to make the game more accessible by providing clothing and accessories that appeal to their target audience.
Their goal is to make golf more accessible to the youth and non-golfers. They recognize that young black people are falling through the cracks when it comes to golf, but they aren’t the only ones. Eastside wants more diversity in the sport and wants more young people to take up the sport.
Eastside Golf in Japan
One of their most significant milestones to date is their expansion into Japan. As one of the golfing capitals of the world, with over eight million active players and over 3,000 courses, Japan is also a hub for fashion, especially streetwear.
This expansion marks Eastside’s move onto the global platform and has set them up as the go-to brand for those looking to add a street-style edge to their golf wardrobe. Considering Japan’s very formal approach to the game, Eastside entering their market offers a unique opportunity for young Japanese golfers.
This move can potentially shift how golf is played and enjoyed in Japan, as there is already a focus on community and interaction on the course, which plays right into Eastside’s mission of more inclusivity and “togetherness.” It is a recipe for success, and with two pop-up shops in Tokyo being massive hits, the brand has already made its mark on Japan.
How They’re Changing Golf
By incorporating streetwear brands and styles into the world of golf, Eastside is breaking the trend of golf being a high-collar, “rich person’s” game. You don’t have to look a certain way to play or be successful in the sport.
By packaging the morals and life lessons, you can learn from the game into a concept that applies to people who have never thought the sport was for them. Eastside has created a brand that takes golf to the youth instead of the other way around.
Mercedes Benz Partnership
Mercedes Benz has been a leading sponsor for golf and tournaments for over 30 years. Mercedes is a primary sponsor for the Masters, the Asia-Pacific Amateur Championship, and the Latin American Amateur Championship.
They’re a brand that has begun to focus on diversity and inclusivity, and therefore, Eastside Golf was an easy choice for them as they ticked all the boxes. With a sponsorship deal that runs to at least 2025, there is a lot of potential for growth within the golfing world for Eastside.
Mercedes Benz has been instrumental in creating Eastside’s first tournaments, with the 2023 WFIA Eastside Golf Tournament in August being a huge success.
Nike Partnership
Eastside has collaborated with Nike – the Air Jordan arm of the business being the obvious choice. They created a few pairs of Air Jordan golf shoes, including Air Jordan 1s, Air Jordan 6s, and Air Force 1s.
Considering Nike and Air Jordan have such a massive influence on hip-hop, streetwear, and youth culture, it’s a no-brainer that a company like Eastside would pair up with them and find instant success.
1961 Collection
The 1961 collection is another landmark in the company’s existence and is seeing success in the US and Japan. This was the first year non-white players were permitted to play in golf tournaments, and Eastside wanted to honor the legacy of those who paved the way for countless people of color (POC) players to come.
With simple designs that focus on the concept of “Change,” the 1961 collection can easily be seen as one of the most important and influential releases for the brand to date.
What the Future Holds
With their expansion into Japan and their partnership with enormous brands being the first steps into a game-changing path for Eastside, the sky’s the limit. Considering their brand is ideal for markets across Africa and South America, too, worldwide domination is in their grasp.
In this day and age, their message of unity and inclusivity within a sport that excluded minorities and women for so many years is more important than ever. With more tournaments, pop-ups, and brick-and-mortar store options all possibilities, Eastside is on its way to changing the world of gold forever.
Conclusion
Eastside’s expansion into Japan shows its tremendous success and influence. The brand’s expansion proves that a poignant message can create change through simple things, like Air Jordan golf shoes and streetwear-ready golf shirts. Eastside Golf is needed, and it is here to stay.
