Show Your Mettle on the Golf Course with Medal Wear
David Swanson, founder of Medal Wear golf apparel in Chicago, is one of a few African Americans teeing off to get their share of the $2 billion golf apparel market. Photo by Edith Gayle.
By J. Coyden Palmer June 19, 2022
As more African Americans are taking up the sport of golf, an increase many believe that can be attributed to the COVID pandemic and the emergence of more pro golfers of color, so are more Black-owned golf apparel companies making their way into the billion-dollar market. The golf apparel market share is expected to increase by $2.73 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a compound annual growth rate (CAGR) of 6.05%, according to a report published by Technavio.com.
Enter David Swanson, a former Chicago police officer who last year launched Medal Wear out of his bungalow on Chicago’s South Side. The apparel company is looking to get its slice of money out of the growing golf apparel industry by offering quality items in a variety of colors that appeal to the various shades of Black skin tones.
“I like the way bright colors play off my skin tone,” Swanson said. “When you are out on the golf course you want to be seen. It’s a lively game. The way you express yourself can come out in the apparel and how you dress yourself. It’s also an expressive game.”
Swanson and his partner, Edith Gayle, got the idea for Medal Wear in late 2020 after listening to a radio show and an economic report which stated that golf and the golf apparel industry did not suffer a bit during the pandemic. Swanson said because people were working remotely, they wanted to wear comfortable clothes but still look appropriate for business meetings on Zoom or Skype. Golf attire fits those needs perfectly.
“Golf apparel can be used as everyday fashion and, in many instances, because companies have relaxed dress rules, it is not uncommon for people to wear golf apparel to work. Think about it, wearing casual dress trousers and a polo shirt to work has become the norm in many places. It’s an industry that is wide open. We started the concept in January 2021 and it took a year to get product into people’s hands. The time went by pretty fast because Edith and I got so involved with the project.”
The classic electric blue performance polo shirt from Medal Wear fits comfortably while on the course and the gold logo stands out. It is a conversation starter for those wondering where they can purchase the product. It currently sells for only $38.99. Photo by jcoydenreports.com.
Medal Wear has plans of being a full-service brand. They will be launching a women’s line very soon and down the road, as the company grows, will be looking at youth apparel as well.
“We’re funding this out of our own pockets,” Swanson said. “The market is definitely there. We’re also going to have a practice or city collection that will feature t-shirts, hoodies, skull hats you name it.”
Currently, Medal Wear offers a classic collection of solid color polos along with a performance collection that has tricolors. All shirts are made of moisture-wicking material and are SPF rated technical fabrics. The array of colors offered by Medal Wear is in accordance with a rainbow: red, orange, yellow, green, indigo, blue, and violet.
“It’s important that your shirts fit you right. You want something that is fitted but that doesn’t impede your swing, so it has to be loose in the right places,” Swanson said. “If the shirt is too tight, it can restrict your swing, so you want fabric that will conform to the body but allow for movement so you can drive that ball 300 yards.”
There are some other Black-owned golf apparel companies. However, not enough, and Swanson believes there is room in the market for everyone, just as there are with brands like Calloway, Titleist and Under Armor. Black golf directory has a listing of several Black-owned companies. Medal Wear is not only Black-owned but having a Black female co-founder, Gayle, makes the company even more unique.
Black-owned golf apparel company Medal Wear has a variety of bright colors to be worn on the course for the modern golfer. The company launched just a year after the concept for it was conceived. Photo provided by Medal Wear.
Swanson said you have Black-owned companies making golf carts, bags and other items. Medal Wear also sells gloves, visors and hats in their first year of business. You can order Medal Wear products online and have them delivered or you can pick them up from their Chicago headquarters. He thinks the PGA realizes now, after the events of 2020 and the social justice initiatives that sprang from it, they need to tap into the market of Black-owned apparel companies.
“Our products are just as good, just as viable as any other company,” Swanson said. “It’s an industry that is wide open and it is time we are recognized for our past accomplishments with this game, things we are currently doing and where we have the potential to go with this game.”
You can visit Medal Wear at www.medalweargolf.com