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Golf’s New Sex Appeal Text by Tina Causey-Escobedo Photography by Steve Keith
Golf, sexy? Okay, it's not bikini beach volleyball, but golf's contemporary image has certainly moved beyond visions of blue-blooded old geezers at the country club in polyester plaid pants. The sport of golf is enjoying a hip image, and is even the sport du jour of many famous celebs (think Michael Jordan, Celine Dion, Kevin Costner, and even Jessica Simpson, among many others). When was the turning point? Though hard to precisely pinpoint, the phenomenon that is Tiger Woods for sure tipped the scales in the late 1990's and opened the rest of the non-golf world's eyes to the sport; golf is now a huge spectator sport even for those who don't know the difference between an eagle and a bogie. The marketability of media darlings like Woods, Spaniard Sergio Garcia, and the brooding and mysterious David Duval, gave mainstream advertising biggies Nike, Rolex, Oakley Sunglasses, Gatorade, Sprite, American Express, and many others the green light to transcend popular golfers beyond the sport and into contemporary pop culture. In fact, Tiger Woods recently broke the billion-dollar mark—earned from his PGA wins and his long list of endorsements over the past few years. Woods has even surpassed legendary super-endorser Michael Jordan, and is expected to continue to reach the 100 million dollar mark annually for years to come. And it's not just the boys cashing in. The LPGA tour itself may not be shattering attendance records, but thanks to the current crop of club-carrying women, the world is watching for the female version of Tiger Woods to materialize. Poised and ready is Annike Sorenstam. The current top LPGA player made waves last year when she entered The Colonial golf tourney, a PGA event. Challenging the "old school" mentality, Sorenstam brought the spotlight over to women's golf and ruffled a few feathers along the way.
Whether it was a calculated plan to generate a media bonanza or not, the girl can play—which only added to her appeal to both men and women. It also didn't hurt that Sorenstam is attractive, intelligent, and well-spoken—a winning combination for advertisers. She is currently reaping the benefits as an endorser for Mercedes-Benz and Microsoft. Golf's demographic appeal is also stretching to include the "under 21" crowd, with teen prodigies like Aree Song and Michele Wie. Their youthful exuberance and fresh-faced looks are an endorsement dream. With golf moving beyond country clubs and now considered hip, it was inevitable that a full-throttle attack would be made on the rigid clothing standards that have held firm through the fashion trends of the past few decades: For men, pants only on the course and shirts tucked in; for women, shorts no higher than two inches above the knee, no sleeveless tops, and no capris.
Although the stuffy etiquette still exists at some country clubs today, everyone seems to be getting into the golf wear game. Names like Nike, Ralph Lauren, Burberry, Tommy Hilfiger, Tommy Bahama, and lines created by golfers themselves are showing up in pro shops and sporting goods stores, some offering completely new takes on what to wear on the course, others updating the classic "preppy" tradition. No stiff polyester—today's contemporary lines combine form and function with fashion, offering hi-tech performance fabrics with chic styling. In the Caribbean, club rules of dress have generally been more flexible than those of clubs in North America and Europe. Here on Aruba, two world-class golf courses—Tierra del Sol Resort and Country Club and the newly-opened The Links at Divi —welcome vacationers from around the globe, and welcome individual style, as well. Please, no flip-flops or bikini tops-after all golf is still a "genteel" sport, but it's okay, even considered stylish, to wear your shirt un-tucked! On these pages,
a taste of some of the styles offered at the golf shops of both Tierra del
Sol and The Link at Divi are shown…and don't be surprised if you see many of
today's new golf looks off the fairway as well.
What to wear to the country club after a day of golf? Casual elegance is the way to go, and downtown retailers Hugo Boss and Salvatore Ferragamo show us the way. |
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