Where Are the Cool Kids in Golf? The Lack of Kidswear Brands in the Market

Global participation in golf is booming. In 2023, the United States Golf Association recorded a staggering 45 million players, a 9% increase from the previous year. The governing body for golf in the rest of the world, the R&A, noted 39.6 million players. According to GolfDataTech, the golf market, encompassing equipment, apparel, course fees, and coaching, was valued at $88.3 billion in 2023, with projections to reach $103.8 billion by 2028. GolfDataTech also highlights that younger consumers, particularly those under 18, are driving a significant portion of this growth. Junior golf participation has surged by 20% over the past five years, indicating a robust future for the sport.

As parents are playing more and more golf, they want to bring their kids along to share the experience and play together. This family-oriented trend has led to an increase in junior golf participation, as more parents introduce their children to the sport at a younger age. The rising number of youth players has sparked a need for appropriate and appealing golf apparel that matches the style and functionality available to adults.

One of the key indicators of this trend is the increasing popularity of junior golf tournaments. These events not only highlight the talents of young golfers but also underscore the growing need for appropriate and appealing golf apparel for this age group.

Key Junior Golf Tournaments in 2024 and 2025

1. Junior Open Championship: Organized by the R&A, this tournament brings together the best young golfers from around the world, aged 16 and under. The 2024 edition will be held from July 16-18 at Kilmarnock (Barassie) Golf Club in Scotland. Last year’s champion, 15-year-old Connor Graham, recorded a bogey-free five-under-par final round 67 to finish on 203, 13-under-par, defeating heavily fancied Thai player Ratchanon Chantananuwat by five shots. Eric Zhao from Canada finished third, while Riura Matsui from Japan secured the fourth spot. Graham’s impressive victory over 109 players from 64 nations highlights the competitive spirit and global reach of the event. Emerging stars like Graham, who ranked 356th on the World Amateur Golf Ranking? (WAGR?) before his win, and others are expected to shine in 2024 and 2025.
2. U.S. Junior Amateur Championship: This prestigious event, organized by the USGA, will take place from July 22-27, 2024, at the Daniel Island Club in Charleston, South Carolina. The 2024 field will include recent champions and new contenders, showcasing incredible skills and competitive spirit. Notable players to watch include Nick Dunlap and Caleb Surratt, who have demonstrated exceptional talent in previous championships.
3. PING Junior Solheim Cup: Scheduled for September 10-11, 2024, this biennial event pits the top young female golfers from Europe against their counterparts from the United States. The competition is fierce, with many players looking to follow in the footsteps of past participants who have gone on to successful professional careers. The 2024 edition will be held at La Zagaleta in Spain, and rising stars like Gianna Clemente from the U.S. and Hannah Darling from Scotland are expected to compete.
4. Drive, Chip & Putt National Finals: Held annually at Augusta National Golf Club, the 2024 and 2025 editions promise to showcase incredible young talent. The 2024 event will take place on April 7, featuring young prodigies who excel in driving, chipping, and putting. Standout performances are expected from winners like Megha Ganne and Kelly Xu, who have previously demonstrated their prowess in this unique competition.
5. AJGA (American Junior Golf Association) Tournaments: The AJGA will host numerous events throughout 2024 and 2025, including the Rolex Junior All-America Awards on November 23, 2024, and the Junior Players Championship from September 5-8, 2024, at TPC Sawgrass in Florida. These tournaments provide a platform for young golfers to compete at a high level and gain exposure for college scholarships. Promising players like David Ford and Alexa Pano, known for their consistent performances in AJGA events, are expected to participate.
6. European Young Masters: This annual event features the top young golfers from across Europe. Scheduled for July 25-27, 2024, in Finland, it brings together the best junior golfers aged 16 and under. Notable participants include rising stars like Yana Wilson and Joshua Bai.

The Apparel Gap

Take a stroll through any well-stocked golf retailer or browse online, and you'll find a plethora of options for adults—from trendy, streetwear-inspired brands like Malbon Golf to high-end collaborations from the likes of Louis Vuitton and Gucci. These brands have been instrumental in modernizing golf’s image, making it more accessible and appealing to a broader, younger audience. But when it comes to kids, the selection is sparse and uninspired.

The current offerings in kids' golf apparel are often basic and dull, lacking the excitement and vibrancy that would appeal to young golfers. Most kidswear lines feature plain polo shirts, standard khaki shorts, and uninspiring caps. The designs are typically limited to basic colors and traditional styles, failing to capture the youthful energy and creativity that kids bring to the sport. This stark contrast to the dynamic and fashionable options available to adult golfers highlights a significant gap in the market.

Parents who have embraced the new wave of stylish, functional golf apparel often struggle to find equivalent options for their kids. Brands like Nike and Adidas offer some junior golf lines, but the offerings are limited and often lack the same flair that attracts adults. These collections tend to focus on functionality, leaving out the playful designs and vibrant colors that could make golf more exciting for children.

What Kids Want

What would truly make kidswear in golf appealing? Bright colors, playful graphics, and fun prints are essential. Kids love to express themselves through their clothing, and golf apparel should be no exception. Imagine a range of polo shirts and shorts in vibrant hues, featuring cool designs like cartoon golf balls, animated clubs, and funky patterns. These elements can make golf more exciting for young players, turning the fairway into a fun fashion runway.

On the practical side, parents are looking for features that make their lives easier. Garments with UV protection are a must, ensuring that children are safe from the sun’s harmful rays during long hours on the course. Easy-to-care-for fabrics that are machine washable and resistant to stains are also highly desirable. Breathable, moisture-wicking materials can keep young golfers comfortable and focused on their game, rather than worrying about sweat and heat.

Collaboration Opportunities

Brands have a golden opportunity to collaborate with entities that resonate with both kids and parents. Imagine a kidswear golf collection inspired by the playful, creative designs of Aimé Leon Dore. This brand, known for its streetwear with a nostalgic twist, could bring a fresh, trendy vibe to children's golf fashion. Another exciting collaboration could be with Disney, integrating beloved characters into golf apparel, making it a hit with younger audiences. High-end brands like Gucci and Louis Vuitton could also enter the juniors' market, offering luxurious yet functional golf attire. Sportswear giants like Under Armour, Puma, and Nike could further develop their junior lines, incorporating innovative materials and innovative designs. Even collaborations with fashion-forward brands like Zara and H&M could bring affordable and stylish options to young golfers.

Trendsetting Young Golfers

Currently, some famous young golfers are setting trends on the fairway. Charlie Woods, son of Tiger Woods, often sports Nike apparel, combining performance with style. At just 14, Sam Alexis Woods, Tiger's daughter, is also seen in Nike’s latest golf wear, which offers both functionality and a modern aesthetic. Poppy Kennedy McIlroy, daughter of Rory McIlroy, often wears bright and fun outfits on the course, showcasing that golf fashion for kids doesn’t have to be dull. She’s frequently seen in Adidas junior golf lines, which are known for their vibrant colors and comfortable designs. Dash Day, son of Jason Day, is often spotted in sleek, performance-oriented Under Armour gear, mirroring his dad’s athletic style. Sophia Phalen Bertolami, daughter of professional golfer Brooks Koepka, is known for her colorful and trendy outfits that often feature brands like Puma and Callaway. And then there's Sam and Charlie Nicklaus, grandsons of golf legend Jack Nicklaus, who are often seen in classic, timeless Ralph Lauren pieces that blend tradition with modern comfort. Other rising stars include Gianna Clemente, who often sports stylish Nike attire, and Caleb Surratt, known for his bold Adidas outfits. Alexa Pano, a standout in junior tournaments, frequently wears Under Armour, highlighting the brand’s commitment to high-performance youth golf apparel. Another promising young player, Amari Avery, often seen in Puma gear, is making waves in the junior golf scene.

The Market Opportunity

The demand is clear. Younger players are taking up the sport in droves, influenced by parents, pop culture, and the increasing visibility of golf in everyday life. However, without more brands dedicated to creating stylish, functional kidswear, young golfers are left in the sartorial rough.

Fashion giants and golf apparel brands have an excellent opportunity to fill this gap. The success of adult golf fashion indicates a robust market hungry for innovation and style. By extending these efforts to include kidswear, brands can ensure that the youngest golfers not only look the part but also feel part of the golf community.

Golf is evolving, shedding its old image of exclusivity and elitism. As more young people take up the sport, it's crucial that their needs and preferences are met. Brands like Malbon Golf have shown that golf fashion can be both functional and stylish. Now, it's time for these pioneers and new entrants to bring that same energy to kidswear.

In the end, ensuring that young golfers have access to cool, comfortable, and functional apparel isn't just good for business—it's essential for the future of the sport. So, here's a call to action for golf apparel brands: the next time you're designing your latest collection, don't forget about the kids. They're the future of golf, and they deserve to look just as stylish as the pros.