Eastside Golf and Mercedes-Benz USA have partnered up for a ladies’s clothes collaboration as a part of their multi-year partnership.
It is without doubt one of the newest methods the golf model continues to interrupt down boundaries and pave the way in which to creating golf extra numerous.
Eastside Golf co-founders Olajuwon Ajanaku and Earl Cooper spoke with Enjoying By means of in an unique to element their ladies’s line and partnership with Mercedes-Benz.
“They’re an amazing associate,” Ajanaku mentioned. “Intentionality for Mercedes has been off the charts.”
Mercedes-Benz, a preeminent sponsor inside the sport, and Eastside Golf each need extra inclusivity. Working with the clothes firm gave the German model a approach to try this.
“All of the issues that bigger firms have a troublesome time with or battle with in relation to HBCUs, golf and variety — we’re capable of give that, but in addition run a real enterprise. They respect our enterprise acumen,” Ajanaku mentioned. “It makes us really feel like we’re doing this the fitting approach.”
Mercedes-Benz USA needed to create a ladies’s line with the Atlanta-based model.
So Eastside Golf went to work to design a capsule assortment for the women. The nine-piece line is the primary time the model has stepped into the ladies’s attire facet because it continues to remain true to its signature craftsmanship.
:format(webp):no_upscale()/cdn.vox-cdn.com/uploads/chorus_asset/file/25428886/ESGxMercedes_Look_02_0903.png)
Eastside Golf
The gathering is darkish blue, with the Mercedes and the Eastside Golf brand featured.
“Once I did the picture shoot, I didn’t embrace males,” Ajanaku mentioned. “I needed ladies to have their very own second. I needed to place ladies on a pedestal for Eastside Golf, and rightfully so. It’s about time — that’s why we’re actually doing it.”
Eastside Golf’s intentional mindset with Mercedes Benz
Eastside Golf’s tagline is to be genuine. They are not looking for individuals coming into golf feeling like they’ve to alter who they’re, together with ladies. Golf is an area that may deal with totally different personalities.
“Come into this recreation as you’re,” Ajanaku expressed with such intention. “We did the panel with Mercedes-Benz in Augusta, and we talked about what’s lacking from the sport and easy methods to develop it. Don’t be something totally different. We encourage the ladies to choose up a golf membership and go on the market, be your self and have enjoyable with it.”
A part of that comes with their nontraditional strategy to golf trend. They’re a model that encourages its clients to embrace its tradition. It’s about being unique.
:format(webp):no_upscale()/cdn.vox-cdn.com/uploads/chorus_asset/file/25428890/ESGxMercedes_Look_02_0460.png)
Eastside Golf
“That’s lacking — individuals being their genuine selves,” Ajanaku mentioned. “We push that for the ladies. That’s going to develop the sport, as a result of ladies’s ideas on sure issues — it’s lacking. We’d like that inside the sport.”
The ladies’s assortment is simply one of many initiatives Mercedes-Benz USA has collaborated on with Eastside Golf. The luxurious automotive model additionally helped create an Augusta Neighborhood Day and invited the Morehouse Golf staff to attend The Masters.
They hosted over 300 gamers on the neighborhood day and gave away 72 pairs of footwear, along with grants for males’s and ladies’s golf packages.
Cooper and Ajanaku have much more deliberate with Mercedes-Benz USA.
“Now we have our Eastside Golf Invitational arising in New York Metropolis. We’ll have a presence there working with Mercedes,” Cooper mentioned. “Now we have a neighborhood day in Atlanta with that being the U.S. headquarters; they plan on leaning in there. We’re going to proceed to push ahead. That’s the linchpin between the neighborhood and large luxurious manufacturers like Mercedes.”
Their partnership began eight months in the past they usually have already completed a lot collectively.
As golf trend continues to realize traction in changing into a part of the game’s lexicon, Eastside and Mercedes have the chance to assist develop the sport like by no means earlier than.
Savannah Leigh Richardson is a golf workers author for SB Nation’s Enjoying By means of. For extra golf protection, you’ll want to comply with us @_PlayingThrough on all main social platforms. You too can comply with her on Twitter @SportsGirlSL and Instagram @savannah_leigh_sports.