Eastside Golf
Eastside Golf and Mercedes-Benz collaborated to create a women’s clothing line as the Atlanta company pushed its way into a new sector.
Eastside Golf and Mercedes-Benz USA have partnered up for a women’s clothing collaboration as part of their multi-year partnership.
It is one of the latest ways the golf brand continues to break down barriers and pave the way to making golf more diverse.
Eastside Golf co-founders Olajuwon Ajanaku and Earl Cooper spoke with Playing Through in an exclusive to detail their women’s line and partnership with Mercedes-Benz.
“They’re a great partner,” Ajanaku said. “Intentionality for Mercedes has been off the charts.”
Mercedes-Benz, a preeminent sponsor within the sport, and Eastside Golf both want more inclusivity. Working with the clothing company gave the German brand a way to do that.
“All the things that larger corporations have a tough time with or struggle with when it comes to HBCUs, golf and diversity — we’re able to give that, but also run a true business. They respect our business acumen,” Ajanaku said. “It makes us feel like we’re doing this the right way.”
Mercedes-Benz USA wanted to create a women’s line with the Atlanta-based brand.
So Eastside Golf went to work to design a capsule collection for the ladies. The nine-piece line is the first time the brand has stepped into the women’s apparel side as it continues to stay true to its signature craftsmanship.
Eastside Golf
The collection is dark blue, with the Mercedes and the Eastside Golf logo featured.
“When I did the photo shoot, I didn’t include men,” Ajanaku said. “I wanted women to have their own moment. I wanted to put women on a pedestal for Eastside Golf, and rightfully so. It’s about time — that’s why we’re truly doing it.”
Eastside Golf’s intentional mindset with Mercedes Benz
Eastside Golf’s tagline is to be authentic. They do not want people coming into golf feeling like they have to change who they are, including women. Golf is a space that can handle different personalities.
“Come into this game as you are,” Ajanaku expressed with such intention. “We did the panel with Mercedes-Benz in Augusta, and we talked about what’s missing from the game and how to grow it. Don’t be anything different. We encourage the women to pick up a golf club and go out there, be yourself and have fun with it.”
Part of that comes with their nontraditional approach to golf fashion. They are a brand that encourages its customers to embrace its culture. It is about being original.
Eastside Golf
“That is missing — people being their authentic selves,” Ajanaku said. “We push that for the women. That’s going to grow the game, because women’s thoughts on certain things — it’s missing. We need that inside the game.”
The women’s collection is just one of the initiatives Mercedes-Benz USA has collaborated on with Eastside Golf. The luxury car brand also helped create an Augusta Community Day and invited the Morehouse Golf team to attend The Masters.
They hosted over 300 players at the community day and gave away 72 pairs of shoes, in addition to grants for men’s and women’s golf programs.
Cooper and Ajanaku have even more planned with Mercedes-Benz USA.
“We have our Eastside Golf Invitational coming up in New York City. We’ll have a presence there working with Mercedes,” Cooper said. “We have a community day in Atlanta with that being the U.S. headquarters; they plan on leaning in there. We’re going to continue to push forward. That is the linchpin between the community and big luxury brands like Mercedes.”
Their partnership started eight months ago and they have already accomplished so much together.
As golf fashion continues to gain traction in becoming part of the sport’s lexicon, Eastside and Mercedes have the opportunity to help grow the game like never before.
Savannah Leigh Richardson is a golf staff writer for SB Nation’s Playing Through. For more golf coverage, be sure to follow us @_PlayingThrough on all major social platforms. You can also follow her on Twitter @SportsGirlSL and Instagram @savannah_leigh_sports.
