LOHLA SPORT, Annika Team-Up for ‘Golfleisure’


Some golf industry folks grumbled about this year’s PGA Show being 25% of its former self.  Others, however, maintain it was nothing short of sunshine and roses.

Societal uncertainty took root.  That caused many of the biggest brands in the golf land to forgo exhibiting.  Buyers’ time typically spent visiting the behemoths was now free to get acquainted with creators of lesser-known yet wonderful offerings.

Canvassing the PGA Show led us to the far end of the exhibit hall.  There we found LOHLA SPORT that celebrated its one-year anniversary with a reception fit for a king – well, a queen.

The maker of premium ladies’ golf-lifestyle apparel was indisputably the week’s star.  First and foremost, LOHLA SPORT received rave reviews for its European designs with Los Angeles flair.  It was also lauded for giving Annika Sorenstam – the best female golfer of all time – a new fashion look on and off the golf course.  Dare we say that recently seeing Annika wearing a shiny metallic silver vest refreshingly “outshined” her playing companion Nelly Korda in chiller-than-normal climates.

Teaming with Annika speaks volumes about LOHLA SPORT.  While she’s a champion player, she’s an even greater champion in life.  That squarely mirrors the company’s philosophy.

Classy to the core, LOHLA SPORT’s resort-active coordinated tops, bottoms, skorts and outerwear are thoughtfully designed to give women of varying shapes, sizes and ages the stylish and tastefully flattering looks they deserve.  Made for convenience and versatility, colorways and design themes are grouped into capsules for easy mixing and matching, and each piece easily transitions from the links to the clubhouse, boardroom and everything between.

Two other compliments about LOHLA SPORT we consistently heard from merchandisers at the PGA Show: (1) its fastidiousness using luxe fabrications pleasing the skin; and (2) its listening to today’s women looking for a take on “athleisure” fit for the golf course.

Let’s focus on the second praise that defines the thoughtfulness of LOHLA SPORT Founder and CEO Lisa O’Hurley.  With fashionista looks, impeccable taste and a super-strong golf resume, she’s pioneering in a new “golfleisure” category that’s filling desires of lady golfers crying to bury boxy and uncomfortable styles that’s permeated golf fashion for decades.

To wit, LOHLA SPORT’s best-selling signatures that’s selling through like no other in golf course, country club and resort shops:

-The Golf Fitness Pull-On Pant – Worn stand-alone (akin to a workout tight) or under skorts in the fall for added warmth and décor, it is purposely thicker and outfitted with back pockets for country club appropriateness, becoming the perfect golf-yoga pant.

-The “Very Pant” – The four-pocket, full, four-way stretch is offered in several colors. It was inspired by the J. Peterman character in the TV hit “Seinfeld,” indicating specificity of the surreal or sublime. The famous line “The Very Pant I’ve been searching for all my life” is part of sitcom lore.

“LOHLA SPORT’s customer is the lady who intimately cares about fashion and appearance,” says O’Hurley. “She also values comfortable, on-trend, playful and ‘neat-classy’ outfits which optimize movement, be it swinging a club, knocking in a five-footer or pushing a stroller around the neighborhood.”

With unbridled enthusiasm, O’Hurley is all smiles when she opens her e-mails each morning.

“I’m driven even more by the consistently positive reactions of our customers.  They love the relaxed confidence they feel wearing our playful and well-shaped clothing,” she says.

That cheer is guaranteed to continue permeating through the golf, country club and resort community as the LOHLA SPORT movement expands beyond its presence in 300-plus exclusive shops.  That’s a ton of acceptance in a short period of time for the brand.

Shane Sharp

Shane Sharp is a longtime golf writer based in Greenville, S.C. In addition to running his content marketing business, Southbound 4, he's a regular contributor to GOLF Magazine, Golf Inc., Club Management and other golf magazines and websites.

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