Will Good Good's apparel brand be worth it?

In an unassuming Instagram post made yesterday, Good Good Golf showed the first look at their new workout apparel, giving the golfing group yet another avenue to grow their brand and a whole new market to enter into. Previously only releasing golf clothing and creating some lifestyle pieces like hoodies, this new collection shows just how dedicated Good Good is to growing beyond just golf. The initial teaser video is shot on a Good Good branded basketball court, with the official post showing Good Good member Bubbie standing holding a basketball. They even seem to tease a new logo with the very obvious white lines above Bubbie’s head, setting up the ability for this brand to exist separately, at least market wise, from Good Good. This is the perfect alley-oop for this line becoming it’s own brand, and even the potential to be much larger than Good Good’s golf specific business, mainly to the size difference of the markets.

Releasing in only 6 days, the online reception to this post, only a couple hours old, is mixed. A lot of people are excited to see what their favorite new golfing brand, known for their high quality physical and digital products, can do in the athleisure game. Others are expressing their concern that these clothes will be overpriced and just another small fish in a large market. Personally, I think that Good Good fleshing out their brand to another market, one that can be connected or disconnected from golf entirely, is a natural next step for the brand, and makes sense if done right. The same level of passion and enthusiasm that these guys have for golf, they have to then create for this brand. If not, it will be seen as an obvious cheap and easy ploy to pad pockets, which will then reflect very negatively on Good Good Golf as well. Fortunately, the Good Good guys seem to love athletics as a whole as much as golf in general, with most of them having experience in other sports as well as golf. Maybe they will actually use this experience to create innovate pieces that look and feel better than their competitors. But, with polo’s that are equal in price to Nike, it’s safe to say that the pricing on this line of clothes will be no different. Yes, this does eliminate a large part of the market, and the consumer base is very different, as there is a lot of money in the relatively small golf clothing market. But, people are more into buying high quality goods that last longer rather than the fast fashion trends that took over a few years ago. Only time will tell if the quality of the clothing and the actual eagerness of Good Good about this new endeavor will make the price worth it for the consumer. But, I guess if you’ve made a hole in one on a par 4, you can basically do whatever you want. I would too.