LOHLA SPORT, Annika Go ‘Lavish’


There’s a rings-true saying that golfers “do as the pros do.”

That’s one reason why LOHLA SPORT continues to climb the ladder of the ladies’ premium golf-lifestyle apparel market.

Early last year, golf legend Annika Sorenstam committed to exclusively wear the brand’s coordinated, colorful and classy tops, bottoms and outerwear. The makeover constantly elicits “wow” reactions from fans worldwide.

Of all labels across the golf landscape, LOHLA SPORT was her No. 1 for its resort-oriented fashion look and for good reason:  The look, feel and designs promote confidence, comfort and attractiveness while wielding a driver and in non-golf social settings.

Annika and LOHLA SPORT Founder and CEO Lisa O’Hurley (of Golf Channel and Golfino legacy) go back many years and their bond is stronger than ever.

Simply put, “I’ve long admired Lisa’s taste and passion for women’s fashion,” says Annika.

O’Hurley’s flair for what women want to wear is immense, says Annika, and by looking at LOHLA SPORT’s just-released “Lavish Summer Locales” collection, golf’s First Lady is spot on.

Lavish Summer Locales capsules are named after high-class, tropical destinations known for converging swanky fashion and active lifestyles:

  • Ibiza – Inspired by golf legend Annika Sorenstam with part proceeds benefitting The ANNIKA Foundation, dramatic lemon, black and white designs are elegantly adorned with stars, stripes and solids
  • Amalfi – Features lilac, the fashion color of the season, alongside white and navy with styles accentuated by tasteful leopard and houndstooth prints
  • Tropez – This bright collection group highlights blueberry, appletini green and sunset orange, including a wavy print, emitting a beach feel while on the golf course
  • Monaco – All-American look with a pinch of French beret in navy, white, red and blueberry that’s spot on for Memorial Day, Independence Day and Bastille Day

“Summer is the optimal time to show off ladies’ beauty,” says O’Hurley.  “LOHLA SPORT designs are so fun, stylish and alluring that our loyal customers consistently share that they’re the best dressed in the foursome.”

Adding to the fun in the sun:   In praise to the maestro of soft, summertime ballads Barry Manilow, O’Hurley created a “Her Name was LOHLA, She was a Showgirl” T-shirt and hoodie.  Talk about memories of free, let-loose times.

Lavish Summer Locales pieces, as alongside LOHLA SPORT’s core collection, are rooted in on-trend European designs with feminine Los Angeles flair.  Styles come in XXS to XXL with flattering yet not overly sexy cuts, are made of fine-quality fabrics sourced worldwide and constructed to optimize athletic movements.

LOHLA SPORT’s ever-present staples which made the brand renowned since its January 2020 debut are The Golf Fitness Pull-On Pant and The Very Pant.  Their comfortable-chic, made-for-play, “Golfleisure” aesthetic is creating a movement of its very own akin Lululemon’s “Athleisure” craze.

Back to Annika and her words: “LOHLA SPORT is exactly what I want with my active lifestyle.  When going from the office to the course, to the kids’ practices and social settings, I don’t have time to change outfits throughout the day.  Now I have the perfect sporty, yet feminine balance that represents today’s lady golfers on and off the course.”

“Do as the pros do” applies as LOHLA SPORT is in more than 250 finer pro shops with online sales setting records.

Rich Katz

Rich Katz is Founder and CEO of Katz Strategy, a golf business and marketing advisory firm. One of golf’s most networked executives for 30-plus years, he founded golf-marketer Buffalo Agency (now Buffalo Groupe), was agent to PGA TOUR players and held leadership positions at Billy Casper Golf. rkatz@katzstrategy.com.

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