by Stephen Garner

The PGA Tour and the golf division of Perry Ellis International (PEI Golf) have extended their apparel partnership. The relationship began in 2004, and with today’s announcement, PEI Golf will continue as the PGA Tour’s licensee for branded PGA Tour apparel through 2025 with contingent renewal options that would extend the partnership through the end of 2028.

The PGA Tour and PEI Golf previously announced an extension of rights covering PGA Tour branded accessories and headwear, also through 2025. This new extension, which includes men’s, ladies, and youth apparel, will ensure all category rights held by the company (apparel, belts, accessories, training aids, headwear, and solar protection) will run concurrently, providing PEI Golf the ability to present the PGA Tour brand as a full-scale, multi-category brand at retail.

“We are proud of our long-standing partnership with the PGA Tour brand, an iconic leader in the golf industry,” said Oscar Feldenkreis, president and CEO of Perry Ellis International. “Over the past 17 years, we have expanded our business across all channels of distribution adding new product categories from apparel to accessories. The extension of our license demonstrates our ability to build a unique 360-degree power brand strategy into the foreseeable future.”

The PGA Tour branded apparel program, which features the PGA Tour brand exclusively in internal labeling as well as external branding, launched modestly in 2004 with select department store retail partners. The branded product program has steadily grown since its launch, and today forms the foundation of the PGA Tour retail program that is sold into more than 4,000 retail doors, across golf specialty retailers, department stores, sporting goods stores, e-commerce accounts, and other specialty shops.

“Our apparel line has thrived at retail which speaks to the quality of the line and the strength of our partnership,” added Len Brown, chief legal officer and executive vice president of licensing and merchandising at PGA Tour. “It’s important to the PGA Tour to provide consistent quality and service to our customers and this partnership has allowed that since 2004.”

The license agreements between PEI Golf and the PGA Tour were negotiated and are managed by CAA Sports Licensing, the PGA Tour’s exclusive licensing agency.

“There are few license agreements of this nature within sports, and even fewer that stay in place for over 20 years,” said Scott Bouyack, co-head of CAA Sports Licensing. “This relationship is unique in that regard, and it is a testament to the leadership of both the PGA Tour and PEI Golf that this program continues to evolve and grow, and arguably has more momentum today than it has at any point in its successful history.”