Iconic Ashworth Golf Apparel Brand Makes a Comeback Returning to the U.S. Marketplace
On the heels of Ashworth Golf’s return to the U.S. marketplace, Newtimes Group, a global leader of retail supply chain management, recently announced that World Golf Hall of Famer and 1992 Masters Champion Fred Couples is back as the face of Ashworth Golf.
Couples, who was wearing one of Ashworth’s classic polos when he captured the green jacket in 1992, will help reinvigorate the brand as he brings back the iconic Golfman logo when competing on the PGA TOUR Champions and other professional events around the world.
“I am thrilled to be back with Ashworth Golf and once again wearing the Golfman logo as I represent this legendary apparel line,” Couples said. “Ashworth was right there with me when I won The Masters and it was part of my success during so many memorable victories. Golfers the world over love this brand.”
“It’s been 30 years since his historic win at Augusta, and Fred is still one of the most popular and respected golfers of all time,” said Eddie Fadel, President of Ashworth Golf. “It’s only fitting that he returns to the Ashworth Golf family as we relaunch the iconic brand in the U.S. with a commitment to quality, style, and performance.”
Couples will be outfitted in items from the Spring and Fall 2023 lines, all developed to withstand the rigors of the course and the elements, integrating a mix of tradition and innovation. The new line will feature a modern-day version of the original cotton polos from Ashworth, combining technical fabrics with natural fibers while offering an authentic yet classic look that meets the demands of today’s golfer at every level of the game.
To complement Couples return to Ashworth, PGA TOUR golfer Tom Hoge, currently ranked in the Top 30 in the Official World Golf Rankings, will join Couples as Ashworth Golf Ambassador. Hoge, who will be outfitted in Ashworth apparel when competing on the PGA TOUR and other professional events, has one victory on the PGA TOUR, including the 2022 AT&T Pebble Beach Pro-Am, and recently captured the QBE Shootout in December with partner Sahith Theegala. He also finished T-3 to kick off 2023 at the Sentry Tournament of Champions.
Revered by players since 1987, Ashworth Golf is the original, authentic golf apparel brand and it’s this heritage and extraordinary distinction that sets the brand apart. Creating clothes emphasizing comfort and range of motion in a full line of polos, bottoms, outerwear and accessories, Ashworth blends classic style with fine yarns and performance fabrics based on an innate understanding of a golfer’s movement.
The relaunch of the brand is led by Fadel, a 30- year veteran golf apparel executive, who serves as President, and Kate Cunningham, Senior Vice President of Sales and Business Development, who worked at Ashworth in the 1990’s and early 2000’s.
The new-look brand is epitomized by the iconic Golfman embroidery logo that signifies Ashworth quality, style, and performance. Outfitted for some of the most recognizable names in the sport, the brand has always been aspirational while commanding the respect of those who value the pure, classic, and authentic Golfman logo.
“Ask any passionate golfer 45+ what the Ashworth brand means and most will say it was their favorite golf polo,” Fadel said. “Golfers revered Ashworth and remember when Fred Couples wore our brand to win the Masters in ‘92. Now, we’re bringing this brand back in a big way for both our loyal customers and a new generation of players, so they too can wear the Golfman logo like a badge of honor.”
“I’ve been on the road visiting with some of the most respected and influential Green Grass Shops across the country,” Cunningham said, “and there is still such strong sentiment and nostalgia for the Ashworth brand. It’s refreshing to see the groundswell of excitement for the iconic Golfman logo to be back on shelves.”
“Ashworth is back!” Fadel added. “Our goal is to restore Ashworth’s leadership position in the golf apparel world. We are relaunching the brand in an impactful and authentic way—staying within our original brand DNA, which has always meant integrity in our designs and products, and a singular dedication to golf.”
“At Ashworth, it’s always been more than a game and more than a brand. It’s a lifestyle, a conversation, a culture, a tribe. The golf industry loves a comeback story, and I’m excited to say, we’re back and better than ever.”