What is golfcore?
In the wake of the Masters Tournament earlier this month, golf is top of mind for many. What’s not yet in the mainstream? The way golf apparel is getting street-wearified. This emerging trend, also known as Golfcore, or Golf x Streetwear, is raising the importance of golf’s fashion history and making golf accessible and relatable to a more diverse demographic.
Golfcore's Momentum and Origins
We break down the momentum of emerging trends like Golfcore in terms of Mass (awareness + reach) and Velocity (engagement + polarization). We know a trend/movement like Golfcore is about to take off when its velocity is surging and Golfcore’s velocity is up from 27 in April 2020 to 48 in April 2021. Velocity is important because it measures the passion, intensity, and engagement of a movement. A rise in velocity is an early indicator a trend will gain mass and achieve momentum.
Golfcore MFactor, Momentum and Velocity. MFactor is a proprietary tool that measures cultural momentum through topic modeling and sentiment analysis.
Golfcore, started by a niche group of streetwear designers and culture creators like Tyler, the Creator, and Macklemore, Malbon, and G/FORE, is disrupting the outlook on golf and adding a new twist to traditional attire. The bright colors, bucket hats, hoodies, Jordans, and joggers from these designers depart from traditional golf attire, appealing to a more diverse crowd one might not otherwise expect to embrace the game.
Why is golfcore popular?
During quarantine, golf’s momentum has surged from 52 in April 2020 to 71 in May 2020, since it was one of a few socially-distanced outdoor activities. In 2020, the National Golf Foundation and Golf Datatech measured a 12-percent year-over-year increase in rounds played in the United States--that’s an increase of 50 million rounds. That influx brought new players and new ideas to the game, marking the biggest disruption of the golf community since Tiger Woods arrived on the scene.
Newcomers to golf are driving golfcore
To engage newcomers and sustain the growth experienced in 2020, clubs are responding to customers’ demands, loosening dress codes and allowing players to play music from their golf carts. Tim Schantz, president and CEO of Troon Golf, which manages more than 500 golf properties around the world, believes a key strategy is offering different experiences of golf to different audiences. “We’ve been trying to break down the barriers to entry,” he says. “Dress codes, things that come across as more formal or stilted, can be relaxed in a way that’s better for all involved.”
Beyond its impact on fashion and street style, Golfcore is inspiring a broader group of people to embrace and play the sport and brands should pay attention. Previously the domain of elite, old-school country-clubbers, the golf community has begun to welcome a new generation that includes yesteryear’s outsiders.