Fast-growing lifestyle brand Eastside Golf opens first U.S. store
Eastside Golf, whose fashions are designed to be worn by golfers and non-golfers alike on and off the course, has marked a major milestone in its growth.
The brand has opened its first-ever U.S. store. Located at the Detroit Metropolitan Airport, Terminal A, the shop features a curated selection of the brand's apparel and accessories, including its signature Swingman sweatshirts, tracksuits, performance polos and bucket hats.
Eastside Golf was founded in 2019 by former Morehouse College golf teammates Olajuwon Ajanaku and Earl Cooper, who was the first-ever Black PGA teaching professional at the Detroit Golf Club. Its signature “Swingman” logo — an illustration created by Ajanaku (to resemble himself) of a young Black man dressed in a sweatshirt and jeans with a gold chain around his neck and a club in mid-backswing — is meant to convey that "you can bring your authentic self to the game of golf, with full confidence," the company said.
Eastside Golf enjoys a wide range of fans. The brand has been worn by NFL greats Patrick Mahomes and Victor Cruz, NBA players Chris Paul and Jason Tatum, musician DJ Khaled and President Barack Obama, among others. It has partnered with Jordan Brand, the NBA and MLB, as well as global brands including Mercedes-Benz USA and Nike.
In addition, the brand was profiled in Hulu's "Grails: When Sneakers Change the Game," a six-episode docuseries on how Ajanaku and Cooper are driving social and cultural change in golf.
The Detroit store opening caps a busy year for Eastside Golf. Earlier this year, the company announced partnerships with national fashion and sports retailers, including Nordstrom, Golf Galaxy, Dick’s Sporting Goods and House of Sport, while continuing to expand its presence in streetwear and golf pro shop locations. It also operates a retail store in Tokyo in partnership with High Draw.
The opportunity to open a store in Detroit came about after Eastside Golf products launched in PGA Tour Shops in 2024 and quickly became a top-selling brand, the company said. Its success has led to a presence in 10 PGA Tour locations, and now its first-ever U.S. standalone store.
The new shop is operated in partnership with Paradies Lagardère, a leader in travel retail and the operator of PGA Tour Shops.
"Eastside Golf transcends culture, music, streetwear and golf, creating clothing that appeals to both golfers and non-golfers alike," said Aaron Bonham, senior VP, chief merchandising officer at Paradies Lagardère. "We saw how well the brand was selling in our partner stores, and it was a natural evolution to partner with them to open their own retail location. As golf continues to gain more cultural relevancy and credibility, we anticipate this store will perform incredibly well and look forward to expanding our partnership through our PGA Tour Shops and future Eastside Golf locations."
