Saturday September 30, 2023

As More Women Golf, TravisMathew Unveils Activewear Line

Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied

Callaway’s TravisMathew brand is well-known for its men’s clothing and golf apparel, but on Tuesday the company unveiled something new: a women’s line.

TravisMathew was acquired by Callaway in 2017 for $125.5 million, and before Tuesday, counted around 30% of its customer base as women buying products for men — and women on golf courses hit 25% last year, up from 19% 10 years ago.

Director of women’s product Lindsay Browder told Front Office Sports the company saw a gap in the market sparked by the pandemic — elevated casual wear.

  • The new tees, polos, pullovers, and other apparel aren’t golf-specific but can transition to the course, Browder explained. 
  • Long-term, the line may include performance lifestyle pieces, footwear, headwear, and accessories.

The “soft launch” is available online and in all 32 brick-and-mortar stores — it plans to have 40 open by the end of the year and a full launch by the end of 2023.

“We’re bullish on it, but we think women could make up 20-25% of our direct-to-consumer [sales] in the next couple of years,” Browder said.

TM’s Momentum

Across four brands, Callaway’s fourth-quarter apparel revenue increased 39.8% to $153.9 million. TravisMathew has added the NFL’s Matt Ryan and Jimmy Garoppolo, MLB’s Corey Seager, and the NBA’s Alex Caruso as ambassadors. 

CEO Ryan Ellis told Front Office Sports that the company will open “partnership doors with golf courses and key retailers in 2022, both domestically and internationally.” It’s already Nordstrom’s No. 1 menswear brand.

Copy Link
Link Copied
Link Copied

What to Read

ESPN, Tiger-Rory Golf League Close To Long-Term Deal

New entity backed by Woods, McIlroy nears critical agreement

Lillard And Giannis Pairing Could Be Big For The NBA, Too

Bucks to be featured on national TV 19 times this season

Magic Johnson Open To Knicks Minority Ownership Stake

Basketball Hall of Famer only interested in specific NBA franchise
Golden State Warriors GM Mike Dunleavy Jr. recognizes the impact the NBA’s new second tax apron rule could have on his organization.

Warriors GM Feels ‘Targeted’ With NBA’s New Tax, Rest Rules

"They're making rules to prevent you from succeeding,” Mike Dunleavy said.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
September 29, 2023

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story
September 29, 2023

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.
September 29, 2023

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Los Angeles Angels designated hitter Shohei Ohtani hits against the Tampa Bay Rays during the sixth inning at Angel Stadium.

Shohei Ohtani Tops MLB Jersey Sales List For First Time

He's the first Japanese player to headline the list in MLB history
Inter Miami forward Lionel Messi following the victory against Los Angeles FC at BMO Stadium.
September 29, 2023

Lionel Messi’s Inter Miami Jersey Headlines 2023 MLS Sales

Messi had MLS’ top-selling jersey in his first season.
David Creech, Fara Leff, and Paul Rivera pose with cans of their coffee brand Beekeeper Coffee.
September 26, 2023

Coffee Is Becoming The Next Big Trend in Sports

Luminaries from Klutch Sports, Springhill Co., and others are founding Beekeeper Coffee.
A view of the inside of Adidas' Asia-Pacific headquarters in Shanghai.
September 22, 2023

Adidas CEO Apologizes for Defending Ye’s Antisemitic Comments

Adidas cut ties with Ye in October 2022.
September 20, 2023

Adidas CEO Stands Behind Ye Nearly Year After Brand Cut Ties

Gulden's comments mark rare and surprising corporate move
Philadelphia Eagles jerseys.
September 19, 2023

Fanatics Fumbles Eagles Merchandise, Pauses Future Shipments

Michael Rubin has apologized for crooked Eagles apparel sent to fans.
Amer Sports, the parent company of Wilson Sporting Goods and Louisville Slugger, has filed for an IPO according to Bloomberg.
September 7, 2023

IPO Could Reportedly Value Wilson Parent at $10 Billion

The NFL, NBA, NCAA, and U.S. Open tennis use Wilson game balls.
Foot Locker's Q1 sales dropped 11.4%.
August 23, 2023

Sports Retailers, Brands Struggle As Consumer Habits Shift

Foot Locker and Peloton are seeing their stock prices dip.