The motto of the new Nike Golf Lifestyle Collection is that if you wouldn’t wear it to meet your friends, you won’t find it here.
“There’s nothing wrong with all the wonderful traditions around golf, but for so long, we let rules dictate what people should wear,” said vice president/category creative director of golf Kelly Tweeden.
“The idea of putting on a costume to play golf is an old idea,” added Tweeden.
“You train in the gym, you go to the course, you practice and then, you come home and hang out. Why should you have to change five times?” added Tweeden.
The Nike Golf Club Collection is designed for performance and personal style.
“The style of golf has definitely changed over the past 20 years, when it was big baggy polo shirts and pants,” said Rory McIlroy.
“It’s become much more relaxed, it’s not as stuffy. I love having clothes that can work on the golf course, but also off the golf course, especially when traveling all over the world,” he said.
The Nike Golf Club Collection offers key items for mixing and matching to express personal style.
One of the main pieces is the Nike Swing Movement Polo, which has a tailored fit and a retrofitted Nike Golf logo.
“We wanted the logo to be a signal that we’re going to push the boundaries,” said Tweeden.
The Nike Print Woven Shorts are a radical departure from traditional golf pants, but with fresh polka dots as a pattern, they still nod to golf’s history of graphic pants.
“I’m pretty sure that most guys would say that it takes some pretty bad weather to make them put on pants,” said Tweeden. “You want to wear what feels right to you, what makes you feel like yourself, and the pant is not that defining style anymore.”
Shorts are a bold move, but one that makes sense.
“When I was an amateur, we always played in shorts,” said Nike athlete Thorbjorn Olesen. “I loved it.”
The collection offers a divers array of hats, including the Nike Graphic Golf Bucket Hat, to punctuate players’ wardrobes.
“Certain clubs will always have dress codes, but no one can tell you which hat you can and cannot wear. The hat says something about you, your personal style. Having the flat bill, the aviator five panel, the bucket – those are important elements,” said Tweeden.
The Nike Golf N98 Track Jacket and Nike Golf AW77 Full-Zip Hoodie, styles borrowed from Nike Sportswear, provide even more lifestyle edge, as well as layering on the course or anywhere else.
“Living out of a suitcase 35 weeks out of the year, you don’t want to bring a lot. Stuff that can double up is pretty important,” said McIlroy.
An easy colour palette of black, white, and gray makes the collection adaptable and interchangeable.
“It’s the simple idea of removing colour to create a powerful effect,” said Tweeden. “We’re not in the business of decorating, we’re in the business of innovating.”
The bulk of the Nike Golf Club apparel collection is made with Dri-FIT technology, to keep players cool on and off the course.
“Innovation is the thing that always improves performance,” said Tweeden.
“Dri-FIT transfers moisture from the skin to the surface of the material, so it keeps you feeling drier than regular fabrics like cotton,” aaded Tweeden,
Even headwear, like the Nike Golf AW84 Adjustable Hat, is made with Dri-FIT material.
Fit is a key element in making apparel perform as well as it looks.
“Our players are getting more and more athletic and they really are in top shape,” said Tweeden. “You want minimal distraction, you want close to the body, you want the best fit possible.”
“Through body mapping, we have data that tells us where sweat patterns are likely to form,” added Tweeden.
The Nike Print Woven Shorts have interior waist tape and stretch fabric to help support a range of motion.
The Nike Golf Lockup Tee has a rib crew neck with interior tape to provide comfort and the Nike True Golf Cap has eyelets to provide airflow.”