With decades of golf industry experience behind it, a new partnership between Andrew Law, distributor Specialist Sports and PR & Marketing agency The Loop is bringing one of America’s leading custom headwear brands to the UK and European market.
Law, formerly of adidas and TaylorMade, and now working as a consultant helping US brands expand internationally, identified the opportunity to introduce Pukka to the region.
Working alongside Specialist Sports on distribution and operations, and The Loop, specialist golf marketing agency, on creative and communications, the brand is now entering the market with a clear focus on retail.
GBN caught up with Ben Davis of Specialist Sports to understand why now is the right time for Pukka, what makes the model different, and what it means for golf retailers.
For anyone new to Pukka, what is this launch all about?
Ben Davis: At its core, this is about bringing a proven US model into the UK and Europe. Pukka is the number two headwear brand in US golf, and they’ve built that position on quality, speed, and full customisation.
Andrew [Law] identified the opportunity through his work with US brands entering new markets, and it became clear there was a gap here. A lot of clubs simply haven’t had access to truly custom headwear in a way that’s commercially viable.
This changes that. It gives any club, not just the top resorts, the ability to create premium, fully custom headwear that reflects their own identity.
Why is now the right time to bring Pukka to this market?
Ben Davis: The game is evolving. Participation is up, and there’s a much stronger focus on identity, both personal and at club level. We’ve seen in the US how important headwear has become in that space, with entire retail environments built around custom ranges. That same shift is starting to happen here.
It feels like the right moment. Clubs want more control over their retail offering, and golfers want products that feel connected to where they play.
How is the launch being delivered across the UK and Europe?
Ben Davis: It’s a collaborative approach. Andrew is leading the overall brand introduction, bringing his experience of scaling brands into new markets. At Specialist Sports, we’re managing distribution and operations, making sure retailers have the support they need day-to-day. The Loop is leading on creative and marketing, helping bring the brand to life through strong storytelling and content that connects with UK and European audiences.
Between us, we’ve all worked across brands like TaylorMade, adidas, FootJoy and Srixon, so there’s a real depth of experience and understanding of both the trade and consumer sides of the game.
So, what does Pukka’s arrival mean for golf retailers?
Ben Davis: It really comes down to access and flexibility. Historically, custom headwear hasn’t been straightforward. Minimums were high, lead times were long, and it just wasn’t practical for a lot of clubs. With Pukka, you can start from 48 caps, split across four colour options, and have them delivered in around six weeks.
That flexibility is key. Retailers can react to demand, build ranges around events, or try new ideas without tying up a lot of stock. It also opens up opportunities beyond the shop floor. Event organisers, corporate days, member events, they can all create something specific to their day rather than pulling something off the shelf.
How does customisation fit with where the golf market is heading?
Ben Davis: Golfers want to feel connected to where they play. Wearing your club’s logo isn’t just tradition anymore, it’s about identity and belonging. Headwear is one of the easiest ways to express that. It’s visible, it’s worn on and off the course, and it becomes part of how golfers represent their club. From a retail perspective, it’s also about giving clubs something that’s genuinely their own.
What sets Pukka apart in a competitive market?
Ben Davis: The level of customisation is huge. You’re not just picking a colour and adding a logo. You can change panels, materials, embroidery styles, even the detailing inside the cap. There are a huge number of options, and that’s something we’re focused on helping retailers understand clearly.
That’s probably the next step for us, education. Making sure retailers can see what’s possible, and how to make the most of it without it feeling complicated. At the same time, it’s still simple to execute. You can fully customise a product and have it in your shop within weeks, which is quite rare.
How has the reaction been so far?
Ben Davis: It’s been really positive. The response at the PGA Show in Orlando was outstanding, with a lot of interest from both retailers and media. There’s real curiosity around the model, particularly when people understand the level of flexibility and speed. Since then, it’s been about continuing those conversations and showing how it works in a UK and European context.
How will the launch come to life over the coming months?
Ben Davis: We’re starting with a small group of ambassador clubs who will work with the Pukka team in the US to design their own collections. Those early examples will be important in showing what’s possible and how creative the process can be.
The Loop will be sharing that journey through trade channels and regionally focused social content, helping to build awareness and give retailers a clear picture of how it works in practice. At the same time, our agents are already out on the road opening accounts and introducing the brand.
Retailers interested in learning more about Pukka, or exploring custom headwear opportunities, can contact Ben Davis at Specialist Sports at ben.davis@specialistsports.com