adidas Golf has long looked to push the boundaries of what golf apparel is and can be. Over the years, they've looked toward their products in other sports to inform their design for golf. And as their influence in streetwear has increased, they've looked to bring that influence to golf, too.
Perhaps the most in-your-face marriage of street and sport fashion is the new Collection Ø, a limited-edition capsule designed to show where the company believes performance golf apparel is going.
The line is rooted in the belief that more golfers aren't looking for golf clothes they can wear when they're done but rather daily clothes they can wear to play golf. It's an evolution of the athleisure concept.
“Golfers today expect to find apparel that provides them with everything they would need on the course – stretch, lightweight, moisture-wicking fabrics, protection from the sun, etc. – but they also expect to find unique elements of style and versatility within those pieces,” said Dylan Moore, senior creative director, adidas Golf. “We wanted to give them that, so we looked to our DNA as a brand for inspiration and met with designers from other categories to get additional insights. The end result was this unique capsule that had the perfect blend of golf with sport and street culture.”
There's no doubt this will be somewhat of a divisive line, as far as fashion goes. Plenty of golfers subscribe to the more conservative and traditional views of what a golfer should wear and how they should look on the course. However, increasing numbers of golfers don't subscribe to those views and want to be able to play golf wearing things they would wear in the rest of their lives.
Collection Ø features a crew-style sweatshirt, a jacket, several polo styles, athletic-wear inspirations in Dobby shorts and pants, as well woven shorts. Gasp! Golf shorts without a button and belt loops! (Yes!)
The limited-release collection is available at adidas.com and at select retailers.
