The PGA TOUR and the golf division of Perry Ellis International have extended their apparel partnership for a further four years.
The relationship began in 2004, and with today’s announcement, PEI Golf will continue as the PGA TOUR’s licensee for branded PGA TOUR apparel through 2025, with contingent renewal options that would extend the partnership until the end of 2028.
The PGA TOUR and PEI Golf previously announced an extension of rights covering PGA TOUR branded accessories and headwear, also until2025.
This new extension, which includes men’s, ladies and youth apparel, will ensure all category rights held by the company (apparel, belts, accessories, training aids, headwear, and solar protection) will run concurrently, providing PEI Golf the ability to present the PGA TOUR brand as a full-scale, multi-category brand at retail.
Oscar Feldenkreis, President and CEO of Perry Ellis International, said: “We are proud of our long-standing partnership with the PGA TOUR brand, an iconic leader in the golf industry. Over the past 17 years, we have expanded our business across all channels of distribution adding new product categories from apparel to accessories. The extension of our license demonstrates our ability to build a unique 360-degree powerbrand strategy into the foreseeable future.”
PGA TOUR branded apparel, which features the PGA TOUR brand exclusively in internal labeling as well as external branding, launched in 2004 with select department store retail partners. The product range has steadily grown since its launch, and today forms the foundation of the PGA TOUR retail programme that is sold into more than 4,000 retailers, across golf specialty retailers, department stores, sporting goods stores, e-commerce accounts and other specialty shops.
“Our apparel line has thrived at retail, which speaks to the quality of the line and the strength of our partnership,” said Len Brown, PGA TOUR Chief Legal Officer and Executive Vice President Licensing and Merchandising. “It’s important to the PGA TOUR to provide consistent quality and service to our customers and this partnership has allowed that since 2004.”