“I wore Hedge Golf during my playing days and have fond memories of winning while wearing it. After trying it on again, I found it has become more luxurious, with improved functionality and comfort,” said Hong Soon-sang, a professional golfer with five KPGA victories, at the 'Swing & Style' event hosted by LF at JB Golf Club in Cheongdam-dong, Gangnam, Seoul, on October 20.
Hong has been sponsored by Hedge Golf since its launch in 2009. He won the KPGA Subaru Classic and the Munsingwear Championship in 2011, earning the title of KPGA Player of the Year that same year.
At the event, Hong took on the role of a coach rather than a model, providing swing analysis using TrackMan and offering one-on-one lessons. After the lessons, participants engaged in styling sessions featuring Hedge Golf's Fall/Winter 2026 collection and enjoyed free fittings.
This event aimed to go beyond merely showcasing products; it sought to address customers' concerns about their golf skills and style, thereby enhancing their connection with the brand. By combining lessons and styling, the initiative encourages customers to experience the brand firsthand and return for more.
The event, held in two sessions, included 15 general customers and 10 golf influencers selected through a lottery. The competition for general customer participation exceeded 20 to 1, indicating high interest. LF noted that applicants ranged from their 20s to 50s.
This experiential marketing approach reflects changes in the golf apparel market. Kang Young-hee, Creative Director of Hedge Golf, explained that the surge of new young golfers during the COVID-19 pandemic has decreased, with consistent golfers in their 40s and 50s now forming the core customer base.
Kang emphasized, “I don’t see customers in their 40s and 50s as simply older. They possess their own style, economic power, and the ability to enjoy leisure.” Hedge Golf targets this demographic while also implementing experiential programs to attract younger golfers.
The product strategy has shifted as well. The focus has moved from flashy, casual golf wear to emphasizing materials, comfort, and understated design. While maintaining functional materials, the designs are now more minimalistic, suitable for both golf outings and everyday wear.
Kang noted, “Today’s customers wear golf apparel not just for rounds but also at practice ranges and in daily life. We aimed to showcase styles that are more versatile to meet their preferences.”
For the Fall/Winter season, the collection features natural materials like wool and velvet, as well as textured knit down. Kang described the recent design trend as moving towards a more restrained and sophisticated expression.
A participant in her 20s, Kim Yoon, remarked, “The private scale of the event allowed for a calm experience with the brand and golf. I found it particularly appealing that Hedge Golf maintains its symbolic and luxurious colors rather than following fleeting trends.” She added, “While it may still be a somewhat unfamiliar brand to those in their 20s, I hope its appeal becomes known to more people.”
Hedge Golf's initiative to connect professional golfers with customers is part of this strategy. Kang stated, “It’s not easy for beginners to meet professional golfers directly. Through such activities, we aim to provide a positive experience for new customers and attract younger audiences.”
An LF representative indicated, “We plan to expand customer participation programs starting with this event, aiming to extend the brand experience beyond just selling products to include learning and enjoying golf.”
* This article has been translated by AI.
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