Leading golfwear manufacturer, Ashworth, is to dress the European Ladies team at this year’s Solheim Cup in Loch Lomond and will use the event as a platform to launch their stylish new ladieswear range for 2001.
The Solheim Cup, which runs from 6th – 8th October 2000, is the premier event in women’s golf and brings together the leading female golfers from both sides of the Atlantic. Ashworth’s decision to become the official apparel sponsor comes at a time when the brand is going from strength to strength. Ashworth UK has seen a 39% increase in orders for the spring/summer 2000 range.
Richard Palmer-Jones, Ashworth’s marketing manager, comments, “Ashworth’s position as a global golfwear brand places us in a unique position to sponsor the event. All the outfits that the European ladies, caddies and the on-course staff will be wearing over the three day event will be taken from the Ashworth Classics range. Ashworth has long been the players’ choice (according to the Darrell Survey 1999 one in four players with a handicap of 5 or below wear Ashworth) and the event is the ideal vehicle to showcase our new ladieswear collection.”
Tim Howland, chief executive of the Ladies European Tour, adds, ” We are delighted that the world’s leading golfwear brand will be sponsoring the event. The initial feedback we have had from the players on the new range has been excellent.”
It is said that golf is now the fastest growing sport for women in the UK. Over 411,000 women are now regular players. Women make up 14% of the total golf market, a rise from 7% since 1992, and this trend is predicted to continue.
Richard Palmer-Jones goes on to say, “Research has shown that ladies want golfwear which reflects the trends in mainstream fashion and we have made every effort to develop a range that combines fashion with function. As with our existing men’s ranges, all our garments are made from high performance fabrics and many styles are also weatherproof – essential on British golf courses! We are confident that the range will prove a winner with women of all ages and look forward to enjoying the feedback at the Solheim Cup.”