If you could describe the golf apparel industry at large with one word, what would it be? Ask Jason Fields, the co-founder of Radda Golf, and he’d likely say: one-dimensional.
Growing up around the game, Fields fell in love with the sense of community, diversity and social aspects that golf encouraged. But when he looked at the major golf brands, he explains, “I couldn’t find a brand at that time that said anything other than, “Just Do It,” or spoke to me in a real way.
I’m not Tiger Woods, I’m not going to shoot 68 today. I love golf, but it doesn’t define me, and I’m from a blue-collar background. I’ve got a life off the course. What’s wrong with recognizing that?”
That’s when the seeds for what would become Radda Golf were first planted.
A lifestyle-driven golf apparel brand, Radda Golf was launched in 2019. Looking to push the aesthetic and cultural experiences of golf, it represents a diverse collection of interests: health, wellness, indulgence, pop culture and sport. Radda speaks to its audience with the knowledge that golf alone doesn’t define them. Serving up fresh looks and style-forward collections, Radda truly is at the forefront of the modern game.
Fields remembers asking himself a simple question about conventional polos and pants found on the shelves of countless pro shops and apparel stores: “‘Why does it need to look like THAT?’ Up to that point I never thought about it in such simple terms, let alone the lack of brand diversity in the market. When I started to dig in more, I saw nothing but white space and a desperately under-represented segment of golfers. I couldn’t find a brand that made me feel like I was being authentic on the course. I don’t want to put on a uniform to play the game.”
Enter Fields and his co-founder Ivan Dominguez, whose inspiration for Radda’s collections come from non-golf-related spaces like music, art, food and their peers. Their newest collection, in fact, is titled “Without A Sound,” and draws inspiration from the Spike Jonze-directed music video for the Dinosaur Jr. song “Feel the Pain.” “In the video,” Fields says, “you follow two golfers playing the game in Manhattan, and in the process wreaking havoc and standing up to institutionalists.”
Not exactly the kind of inspiration you’re used to hearing about when it comes to a golf apparel line. But that’s what sets Radda apart and offers their customers a chance to see themselves in their apparel.
“The great thing about apparel in 2021 is that most clothing is ‘wear anywhere,’” Fields says. “No longer do you have to invest in a ‘wear to work’ wardrobe and a ‘lounge’ wardrobe. We fit in that sweet spot where we are accessible to anyone. But most importantly we are built for golf, the product is built for the game.”
Asked if he could change one thing about golf culture, Fields’ answer speaks volumes about not only the authentic roots of Radda but also about his vision for the future of the company.
“I’d say the one thing, if changed, that could permeate to all aspects of the game is how the game is sold. Can we stop using pro athletes and the PGA Tour as the main selling points? The golfer at large plays at local municipals, plays for fun on the weekends and just wants to have some drinks and see friends. Sell that experience, sell the social aspects, sell the community and do it with authenticity. When I go to Wilson-Harding GC I see all walks of life — old, young, rich and not so rich, as well as multitudes of ethnicities. I’ve yet to shoot 68 or go to my local course and see Phil and Rory practicing.”
And while on the subject of the future, Fields sees Radda as just the tip of the iceberg when it comes to advancing the culture and lifestyle of golf.
“Our vision is greater than the product we’re selling,” he says. “We want to open the game to greater diversity and more accessibility to underexposed communities. Long term, we would love to open golf courses and help redefine the experience. It’s time for golf to catch up to other major sports, and we want to be the catalyst.”