Freddie Couples King of Skins? How about King of Style!
Of all the golf I have seen throughout the years, after Sunday it is crystal clear ... Freddie Couples is in a league all by himself. Sidelined by injury since The Masters the atmosphere was palpable in Indian Wells on Sunday. You just knew everybody wanted Freddie to hit perfect shots and make all the putts. In the style department Freddie is the ultimate personification of California cool ... his gait is leisurely, his swing syrupy, his smile is infectious. Freddie is a throwback ... you young guns go work out and I'll relax by the pool and oh yeah, who was the player with the longest driving average at The Masters this year ... you guessed it!
For Ashworth Freddie has been the face of the brand for 20 years. There is no better endorser on the planet for ANY apparel brand than Freddie Couples. In the arena of the golf apparel business Ashworth has taken its hits, just like Freddie has had his ups and downs. The difference is when Freddie doesn't play well it still looks great and doesn't affect the bottom line. But this is a new day ... a new management team at the helm at Ashworth and Freddie's return to tournament play are nicely coinciding. Of course the return of namesake John Ashworth after a silly 10-year absence is the most fashionable ingredient.
I sat with Jerry Montiel and John Ashworth in their booth in 1990, to pitch a partnership. I refer to the ‘90s as the Ashworth glory days. Well, with Freddie healthy and about to inject a much needed shot of cortisone into the Senior Tour (I cannot and will not get used to “Champions Tour”) I predict Ashworth will re-invent itself and return to their rightful place in the world of Golf Fashion ... King of Cool!
On the business side of Golf Fashion it will take a season or two for Ashworth to rectify the colossal mistakes made by the previous management team. Over distribution and a severe lack of attention to the heart of the golf business ... green grass shops! The recent quarter results showed an expected loss, due to the elimination of nonperforming accounts and a reduced presence at retail. With John's first full collection to be showcased at the PGA show in Orlando this coming January, there will be plenty of pros and buyers that can't resist the most lethal California Cool combination on the fairways ... Freddie and Ashworth.
Stay tuned for an in-depth interview with John Ashworth in the next couple of months.
Always playing the A-game,
Auke
Of all the golf I have seen throughout the years, after Sunday it is crystal clear ... Freddie Couples is in a league all by himself. Sidelined by injury since The Masters the atmosphere was palpable in Indian Wells on Sunday. You just knew everybody wanted Freddie to hit perfect shots and make all the putts. In the style department Freddie is the ultimate personification of California cool ... his gait is leisurely, his swing syrupy, his smile is infectious. Freddie is a throwback ... you young guns go work out and I'll relax by the pool and oh yeah, who was the player with the longest driving average at The Masters this year ... you guessed it!
For Ashworth Freddie has been the face of the brand for 20 years. There is no better endorser on the planet for ANY apparel brand than Freddie Couples. In the arena of the golf apparel business Ashworth has taken its hits, just like Freddie has had his ups and downs. The difference is when Freddie doesn't play well it still looks great and doesn't affect the bottom line. But this is a new day ... a new management team at the helm at Ashworth and Freddie's return to tournament play are nicely coinciding. Of course the return of namesake John Ashworth after a silly 10-year absence is the most fashionable ingredient.
I sat with Jerry Montiel and John Ashworth in their booth in 1990, to pitch a partnership. I refer to the ‘90s as the Ashworth glory days. Well, with Freddie healthy and about to inject a much needed shot of cortisone into the Senior Tour (I cannot and will not get used to “Champions Tour”) I predict Ashworth will re-invent itself and return to their rightful place in the world of Golf Fashion ... King of Cool!
On the business side of Golf Fashion it will take a season or two for Ashworth to rectify the colossal mistakes made by the previous management team. Over distribution and a severe lack of attention to the heart of the golf business ... green grass shops! The recent quarter results showed an expected loss, due to the elimination of nonperforming accounts and a reduced presence at retail. With John's first full collection to be showcased at the PGA show in Orlando this coming January, there will be plenty of pros and buyers that can't resist the most lethal California Cool combination on the fairways ... Freddie and Ashworth.
Stay tuned for an in-depth interview with John Ashworth in the next couple of months.
Always playing the A-game,
Auke
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