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Faldo’s ‘commercial’ dig at Rickie Fowler was narcissistic, unfair and hypocritical

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This week, Rickie Fowler opened up on his current struggles on the course, describing the enormous frustration he’s going through and the toll it’s even taking on his life at home.

Instead of Fowler being commended for his honesty during the most challenging period of his career to date, he found himself attacked. Not just by some nameless, faceless troll on social media either, but by a six-time major winner turned talking head: Nick Faldo.

Replying to Golf Digest’s article on Fowler, the Englishman decided he’d take a swipe at Fowler’s commercial success, saying:

“Good news is if he misses the Masters he can shoot another six commercials that week!”

He then doubled down on the comment, highlighting his own excellent achievements in the sport while knocking Fowler who is still looking for his maiden major win, posting shortly after: “What would you rather have, a boatload of cash or your name in three green books?”

Had Faldo bothered to read the article in question, then he’d have seen that Fowler is extremely hungry and putting in hours of practice to get back to the heights that saw him once ranked inside the world’s top 5.

If Fowler was content to do commercials instead of grinding away on the course as Faldo suggests, why will this week at Bay Hill mark his 6th appearance in the last seven weeks on the PGA Tour?

That schedule just doesn’t fit Nick’s narrative that Fowler is satisfied with things in his professional life.

Sadly, Faldo’s dig at Rickie had nothing to do with his golf game, nor did it even acknowledge how hard he is trying to turn things around.

It was a petty knock at a universally well-liked player from his peers to fans alike because he happens to do well for himself outside of the course as well as on it.

And let’s not forget how good Fowler has been on it, five PGA Tour wins (including The Players), 2 European Tour wins, and 11 top-ten finishes at majors—and he’s still just 32.

All that the Englishman’s cheap shot at Fowler’s commercial success did was amplify the undercurrent of jealousy within Faldo, who spends the majority of his time on social media plugging and endorsing a golf shoe.

Does anyone really think that Faldo wouldn’t snap up Rickie’s commercial opportunities if they presented themselves to him?

To knock Fowler’s current level of play is fair game, but to suggest he’d be happy to miss the Masters so that he can “shoot another six commercials that week” is out of line and does a disservice to the effort he puts in each day to get better at his craft.

Fowler has demonstrated time and time again that he is a class act, an excellent ambassador for the sport, and he deserves much better than a blindsided attack on Twitter from a prominent figure in golf media.

Gianni is the Managing Editor at GolfWRX. He can be contacted at [email protected]

47 Comments

47 Comments

  1. Paulo

    Mar 9, 2021 at 12:03 am

    Faldo won more than Rickie. He knows about how to win. I agree with him on this one

  2. Connie

    Mar 6, 2021 at 11:46 am

    Nick Faldo doesn’t always need to say everything he is thinking, learn to edit.
    Mean is never attractive.
    Rickie is one of the nicest golfers, always supportive of his fellow players.

  3. dttruman

    Mar 6, 2021 at 6:14 am

    I respect Faldo a lot for his accomplishments and I also commend him for his objective and sometimes humorous observations when he calls a tournament. But his recent remark about Ricky Fowler isn’t like him at all and I would expect something like that to come from Brandel Chamblee who’s criticism of others always seems to be low class.

    • juliette91

      Mar 8, 2021 at 10:44 am

      I like Faldo’s humor–most of the time–and actually thought what he said was funny. No idea how Fowler took those comments but there’s no doubt Fowler is likely the leading commercial success on tour. He’s well liked and emblematic of a younger generation than the one the choose your jet! ads are targeting. I was a vendor to the advertising industry and it’s all about the appeal of the ad–and if you can get someone who is universally loved by the public well then the ad doesn’t even have to be that good for the campaign to be successful.

      There is a world of difference between the sense of humor here in the USA and in Europe. Just watch Tommy Fleetwood’s youtube sketches with other Euro pros. They really get after each other and like any real good humor there’s always a measure of reality. Fowler is struggling now and Fowler is on tv more than any other touring pro. He’s fair game.

  4. chip75

    Mar 5, 2021 at 9:24 pm

    Faldo got slammed when he was having bad Sundays early in his career, he was slammed for changing his swing after a no.1 year and he was slammed for tinkering when playing well. He was saying the incentive to win was getting less and less as prize money increased decades ago. Was it mean what he said? that’s up to Rickie, he seems like a nice guy, so hopefully he’ll have an, “I’ll show them!” attitude. But some folks don’t get Faldo’s humour, it’s pretty dry, I don’t know his relationship with Fowler.

    The other issue is the tremendous pressure the media puts on kids like Rickie, they’re always hailed as the “Next!” somebody, they’re never given a chance to bed in and are just lumped with enormous expectations, players progress differently.

  5. Cdub

    Mar 5, 2021 at 7:17 pm

    Faldo has become a big donkey. Hope Mickelson kicks him out of the booth soon.

    • matt

      Mar 6, 2021 at 12:44 pm

      if zinger wasn’t even worse I’d agree.. but yes both need to go

      • Captain Obvious

        Mar 6, 2021 at 3:14 pm

        God.. Zinger is the worst. 100 times worse than Faldo. Saying things like that rough is lush, green, thick.. it’s gonna be hard to hit it out of there today.. he should do the hotels.com commercials instead of me.

  6. Luke keefner

    Mar 5, 2021 at 5:38 pm

    When Fowler was voted most over rated player on tour, he promptly won the players. Maybe this is what he needs….

  7. Jack

    Mar 5, 2021 at 5:15 pm

    Faldo is arrogant – so what he said is expected from someone like him.

    On another note since, this is GOLFWRX, I think it is time Fowler leave Cobra and get retooled with one of the big boys. Clearly their equipment is not working well for him – should go rogue like many others and back to the Pro V1 too.

  8. Rod

    Mar 5, 2021 at 3:24 pm

    Faldo should stick to pitching Squairz……

    well actually he shouldn’t do that either

  9. C Bowen

    Mar 5, 2021 at 1:42 pm

    Hey Gianni,

    Your “commentary” is so typical of the “I got a trophy for just showing up” generation. Faldo was/is correct and my suggestion to you & Ricky: GROW A PAIR!!!

    • GMatt

      Mar 5, 2021 at 1:45 pm

      Well said… has anyone figured out if this hack even owns a set of golf clubs? Maybe he should be submitting his articles on another platform

  10. benseattle

    Mar 5, 2021 at 11:38 am

    I’m certainly no Faldo fanatic (his insistence on relentless puns is fingernails on a chalkboard) but Lil’ Gianni’s horror at a wisecrack just shows that now even golf writers are demonstrating we’re all just as delicate as can be. Sure, Twitter is a cesspool of unthinking, fast-twitch, top-of-mind mistake-makers, but to spend time denouncing Nick for yet a harmless jab is an excursion into pure snowflake territory. Oh, and by the way, thanks to this oh-so-sensitive world we live in, Faldo has now apologized for merely pointing out that Fowler’s bank account vastly exceeds his accomplishments. But I suppose a tender golf scribe has to write about SOMETHING.

  11. Robert Welsh

    Mar 5, 2021 at 11:26 am

    Mission accomplished for Faldo – getting people to notice him and talk about him, apparently ascribing to the “no such thing as bad publicity” mantra.

    He is a lousy announcer, fond of saying what he does followed by the player doing the exact opposite and playing an excellent shot as a result. Instead of insight he provides worthless blather and so he has to say something spectacularly stupid to gain notice.

    Same kind of modus operandi was seen when he tried to generate a tempest over Reed’s drop at Torrey. I play Torrey regularly and know that area just short and left of #10 well (unfortunately). Unless you are on the ground to see it, as were Reed’s playing partners and the Rules Official, you have no business making remarks like “the rest of the world is screaming at that one”.

    Most successful pros make far more money with endorsements and commercials than they do in prize money, and it has been this way for a long time, so why the cheap shot at Fowler ?

    To generate some publicity for himself at the expense of someone else, that’s why.

  12. silver 76

    Mar 5, 2021 at 10:17 am

    Anybody who watches golf knows that Nick Faldo is a class “A” jerk!!! Yeah he is a Hypocritic A–Hole!!

  13. drgolfaholic

    Mar 5, 2021 at 10:13 am

    Could serve as the best motivation that push RF out of his recent slump if he ignores it and continues working hard. Or RF can get caught in the unproductive back and forth spat

  14. George Stevenson

    Mar 5, 2021 at 10:13 am

    Haaaa. We need more funny.

  15. GMatt

    Mar 5, 2021 at 10:02 am

    Typical snowflake article, whether Faldo is a sick or not his comment was not only spot on, it was pretty funny. People get so butt hurt these days and can’t take criticism as it’s bullying….toughen up grow some balls. I like Rickie but you can’t argue he hasn’t done much other than winning The Player and a nice run of runner ups in majors

  16. John

    Mar 5, 2021 at 9:47 am

    Faldo has never had any class. He proved that when he was sneaking behind a fellow professional’s back, having an affair with his wife. Thankfully, we don’t hear too much of him in the UK these days but, it’s clear from these comments that he hasn’t changed.

  17. Gary

    Mar 5, 2021 at 9:41 am

    When I read narcissistic, hypocritical, and unfair I immediately thought this was a story about a GOP politician…

    • The dude

      Mar 5, 2021 at 10:18 am

      Fail….

    • Team America

      Mar 5, 2021 at 10:42 am

      Dirka..Durka… you win the internet for the day.

    • Joe Biden

      Mar 5, 2021 at 12:57 pm

      That’s just because you actually listen to what the liberal media has to say…. it’s called indoctrination bud

  18. Avrm

    Mar 5, 2021 at 9:29 am

    Fowler’s financial return is grossly out of proportion to his relatively modest accomplishments. Faldo’s comment was spot on and a nice antidote to the media cheerleaders who have for years over hyped Fowler. We need more, not less, cynicism in media golf commentary.

  19. Ron John Dupraine

    Mar 5, 2021 at 9:25 am

    Cancel culture….Don’t blame Faldo for sharing his opinion. He is entitled to it, and CBS pays him big bucks to give it. Also I’m a Rickie fan, and who cares what Rickie Fowler wants. Let him live his life, and decide what he wants…. if he wants something I’m sure he’ll give it his all…

  20. Helen Cronin

    Mar 5, 2021 at 9:19 am

    Faldo is a jealous jerk he also had jealous comments about Tiger when Tiger was struggling. He is a jerk I do not like him as a sports commenter. He should be telling us how hard it is out there to make it instead of knocking the players. He thinks he was great but he had problems too out there. Ricki is a fan favorite and good for golf just like Tiger was, Faldo was not a fan favorite.

    • Dr Watson

      Mar 5, 2021 at 9:30 am

      Americans hate Faldo, Europeans love him. He has just as many fans as haters.

      • Jim

        Mar 5, 2021 at 9:50 am

        You couldn’t be more wrong. Apart from the English, pretty much no one in Europe cares for him. This is why he now does his pundit in the States. No one over here is interested in anything he has to say.

  21. Ricki-is-overrated

    Mar 5, 2021 at 9:08 am

    So we have found the Fowler fan boy.
    Rickie seems like a good kid, but let’s be honest, way over hyped and considering his struggles on the course lately, Faldo isn’t wrong. It’s not a good look.

  22. TG

    Mar 5, 2021 at 8:51 am

    Faldo can’t be saying this if he’s shooting boat loads of commercials himself. What’s the difference? Rickie could tear down his broadcasting performance; perhaps Faldo would win more broadcasting awards if he wasn’t busy flogging crappy golf shoes?

  23. GodShamgod

    Mar 4, 2021 at 7:16 pm

    Faldo is definitely a jerk for saying this and kicking a guy while he is down. Even the new nicer version of Faldo is still the same rotten person inside.

    But that doesn’t menman he is wrong. Rickie definitely wants to win and succeed. But he also wants to milk his commercial opportunities. There is nothing wrong with that but sometimes it is tough to have both.

    It is no coincidence that about half the winners since the new year have not been under an equipment contract. Some of it might be the ability to shop around but don’t underestimate the demands TM, Cway, Cobra etc put on a player. Maybe if Rickie stripped away, Cobra, Puma, Mercedes and State Farm he wouldnt be a thinly stretched.

  24. Geoedgar

    Mar 4, 2021 at 7:00 pm

    Says the guy getting paid to tell us to buy new golf shoes that will give you extra distance?

    • BigGG

      Mar 5, 2021 at 6:18 am

      Say’s Faldo who has won a lot more majors.

    • Kuuchie Doochie

      Mar 5, 2021 at 9:33 am

      That is currently his job to give us opinions. CBS pays him a boatload…

  25. Sir Nick

    Mar 4, 2021 at 1:14 pm

    This was pure sarcasm/dry wit from Faldo (and frankly he’s not wrong). Why does this writer take the position of staunchly defending Fowler’s underperforming career? Did he need to put 250 words together for an article and this was the way to go? I recently played golf for the first time in 3 months with a buddy of mine who never stopped playing during the winter. I beat him and said “man, you played all winter, I would have thought you’d have been better than that”. We laughed and had a beer because HE ISN”T SO DAMN SENSITIVE and can take a joke!

  26. VPL

    Mar 4, 2021 at 9:17 am

    Sorry, Faldo wins on this one. The articles author is a complete moron making the statement that Faldo is jealous – he won 6 majors and who knows how many other events worldwide, Fowler couldn’t and won’t even carry Faldo’s bag in the history books. Too many players have allowed mediocrity to rule the day. Let’s not forget that very few players win majors, in fact I found that “454 majors have been played. A total of 225 different men have won majors and, of these, 83 have won at least two.” It is golfers themselves that have painted a picture of major wins being the standard by which they will be judged Like in any business, there is no shame in being a success without having become the CEO of a Fortune 500 company. If you ask me Fowler spent a good part of his career developing a persona, using his off course life activities and his childish matching outfits as part of this persona. This brought him attention and endorsment money but he forgot to bring the game. Where did he think he was going in the era of Tiger and DJ? Those guys showed up with game first and took the other benefits later OK, he won The Players but does anyone remember any of the other four?, it’s not like they were “wins for the ages” Finally, never mistake popularity for talent.

  27. David Landig

    Mar 4, 2021 at 9:13 am

    Typical pompous Faldo. I think his screensaver is a picture of himself.

    • Big GG

      Mar 4, 2021 at 5:36 pm

      Funny. Johnny Miller always said things like this. People like you never said a word.

      • Get Scoobie

        Mar 4, 2021 at 9:46 pm

        And Johnny Miller is no longer commentating.

      • Ron Hole

        Mar 5, 2021 at 9:38 am

        Miller was a pompous ass… face it, these guys are paid to give controversial opinions. Plus Faldo is and was better than Miller on the course, and in the booth..

      • Jim

        Mar 5, 2021 at 10:44 am

        This is accurate

  28. K

    Mar 4, 2021 at 8:17 am

    As someone previously stated. Hopefully Faldo had good intentions trying to fire Rickie up.
    If not it shows a complete lack of class on Faldos part. So what if Rickie doesnt make it to Augusta this year? In what universe does that have any effect on Faldos life? Even if Rickie misses The Masters and DOES go shoot 6 commercials so what? Rickie will get paid and with the way Rickie is im sure some charity out there will benefit from that.
    Being a 3x past Masters champion and a bit of an ambassador to Augusta and The Masters it seems Nick would demonstrate a bit more class/respect when using their name. Could you imagine Mr. Ridley or any member throwing out comments such as this? Would NEVER happen

  29. Mark

    Mar 4, 2021 at 7:47 am

    You have an excellent grasp of the twat that is Faldo.

    If his ex-wives read this, they would be nodding in agreement.

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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