Perry Ellis International’s golf division (PEI Golf) announced an extension of its license agreement with the PGA Tour to produce golf accessories and training aids under the PGA Tour brand, as well as the addition of new product categories and initiatives. The parties agreed to extend the license agreement, which was initially set to expire in 2022, through December 31, 2025.
Under this agreement, PEI Golf will now become the exclusive licensee for PGA Tour branded headwear distributed and sold at traditional retail channels. The addition of headwear is a natural extension to PEI Golf’s PGA Tour branded apparel program, which the company has exclusively produced and distributed since 2004.
Additionally, PEI Golf will launch a dedicated apparel category, called PGA Tour SOLAR featuring UPF 50+ products for men and women.
“Perry Ellis International has been a proud licensee of the PGA Tour for over 16 years with continued global distribution. Our partnership flourishes by providing innovation and technology in design resulting in the development of new relevant product categories that appeal to consumers who enjoy the game of golf,” stated Oscar Feldenkreis, president and CEO.
“Golf is experiencing exciting growth in both viewership and participation rates,” said Len Brown, chief legal officer and EVP of licensing of the PGA Tour. “The PGA Tour is pleased to work with Perry Ellis International to continue bringing products to the marketplace that will enhance consumers’ enjoyment of this great sport.”
PEI Golf initially began introducing PGA Tour branded golf accessories and playing aids to the retail marketplace in spring 2019 with core golf accessories (gloves, towels, ball markers, head covers, belts, etc.) and cold-weather accessories. The product line now includes training aids, headwear and sun protection items.
The accessories license agreement, and the agreement with the PGA Tour, was brokered and is managed by CAA Sports Licensing, the PGA Tour’s exclusive licensing agency.
“Success in the retail marketplace requires a strong partnership with a mutual commitment to invest in and build a brand for long-term success,” said Scott Bouyack, co-head of CAA Sports Licensing. “As they enter this new agreement, Perry Ellis International and the PGA Tour have reinforced their commitment to continue evolving this program, which has uniquely turned the authenticity of the PGA Tour brand into a highly successful consumer product initiative.”
Photo courtesy Perry Ellis