Players Championship 2024 merchandise: What will be the hottest-selling items among fans?
Golf is a growing game.
And the same can be said for golf merchandizing, evident by the line of people who were waiting for the Fan Shop to open its doors at the Players Championship last Friday.
The 40,000 square foot facility, located inside the gates of the general parking entrance at TPC Sawgrass, will be the place to go for fans looking to get any gear or apparel from the 2024 Players Championship.
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According to PGA Tour officials, the shop is run by hundreds of volunteers daily who assist with thousands of purchases made throughout the week-long event.
As golf evolves to appeal to people who aren’t traditionally fans of the sport, merchandizing has done the same.
Years ago, only golf wear or gear could be bought at fan shops, but the fan shop has evolved to include more lifestyle pieces.
“Not everybody that walks through the gates are golfers, right?” PGA Tournament Merchandise Operations Manager Taylor Pettit said. “We've really honed in on some of the lifestyle pieces, because people want to wear stuff out and about.”
A clear reflection can be seen in recent merchandizing trends in the fans who attend the Players Championship.
Entering the 50th rendition of the competition, the premier golf event in Northeast Florida was once for mainly golf purists.
But the present-day version of the event features fun for all-ages and it can be seen in the apparel sold in the shop.
“People are really embracing the 50th anniversary of the playing of the Players Championship,” Pettit said. “We've got it on polos, glassware, mugs, towels, hoodies and T-shirts, as well. It's really well-rounded. And the people are really flocking to it right now.”
Following the trends, lifestyle is in
A few years ago, it was hoodies that made their way onto the golf course for colder competitions. Last year, joggers became more normalized on the course.
What’s the next trend to take off in golf fashion?
Lifestyle pieces.
Lifestyle clothing is just what the name would insinuate, clothing that inspires lifestyle.
So whether that's working, partying, running errands or trying to make par, people are transitioning to clothing that they can wear on or off the course.
Clothing that can be worn on the back nine or when it’s dinner time. Clothing that’ll be comfortable to wear whether you’re a spectator of the sport or if you’re competing.
Brands like Lululemon have already started partnerships, most notably with 2023 Players Championship standout Min Woo Lee, and can be found in the fan shop.
“We're trying to grow the game, right. We're trying to give them more choices instead of a polo,” Pettit said. “[Fans] want T-shirts, they want outerwear, they want workout gear.”
Golf is a growing game, so if you find yourself at TPC Sawgrass this week, stop by the fan shop to grow your closet, too.
Juston Lewis is a Jacksonville Jaguars beat reporter for the Florida Times-Union. You can follow him on the website formerly known as Twitter at @JustonLewis_.
This article originally appeared on Florida Times-Union: What's next in PGA Tour merchandizing? A tour official takes a look
