Ashworth Golf, which returned to the U.S. market in 2022, now is back in UK and Ireland golf stores, thanks to a new agreement between brand owners YGM Group and ProQuip Golf.
“Ashworth is making a long-awaited comeback in the UK and Ireland. The brand enjoyed tremendous success during the 1990’s and 2000’s and was the original, authentic luxury lifestyle choice for discerning golfers,’’ said Grahame Jenkins, Ashworth license manager, said:. “We’ve been away too long and now is the time to re-establish Ashworth as must-have golf wear in the UK and Ireland.
“ProQuip is the perfect distribution partner to help us reach our legacy audience, as well as win new market share. YGM and Ashworth is delighted to sign a long-term license agreement with ProQuip.”
Founded in 1981, ProQuip is one of the UK’s best-selling golf outerwear and apparel brands. It will now stock Ashworth polo shirts, quarter zips, hoodies, shorts and trousers.
“Everyone remembers Freddie Couples winning The Masters in 1992 wearing the original soft cotton Ashworth polos and the way the Golfman (logo) evolved into more than a brand,’’ said Russell Brooks, general manager at ProQuip Golf. “Ashworth became a lifestyle movement and a philosophy that golf is more than a game, it’s a way of life.
“ProQuip is excited to be part of the next chapter in Ashworth’s golf heritage story and will reconnect British and Irish golfers with its modern aspirational clothing.”
Ashwoth, under the direction of company president Eddie Fadel, this past January unveiled its newest collections at the 2023 PGA Show in Orlando. It also has signed Couples – one of the more popular players in PGA Tour history – and two-time PGA Tour winner Tom Hoge to staff apparel contracts.
Photo: Fred Couples (Ashworth Golf)
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