Eastside Golf breaks down barriers with Mercedes women’s clothing collaboration

Eastside Golf and Mercedes-Benz USA have teamed up on a women’s clothing collaboration as part of a multi-year partnership.

It’s one of the latest ways golf brands continue to break down barriers and lead the way in making golf more diverse.

Interviewed by Eastside Golf co-founders Olajuwon Ajanaku and Earl Cooper. playthrough An exclusive article detailing the company’s women’s line and partnership with Mercedes-Benz.

“They’re great partners,” Ajanak said. “Mercedes’ intentionality is off the charts.”

The sport’s preeminent sponsors, Mercedes-Benz and Eastside Golf, both want more inclusivity. A collaboration with a clothing company has given the German brand a way to do just that.

“We can run a real business while offering all the things that large corporations struggle with or struggle with when it comes to HBCUs, golf, and diversity. I respect the insight,” Ajanak said. “That way we feel like we’re doing it the right way.”

Mercedes-Benz USA wanted to launch a women’s line with the Atlanta-based brand.

So Eastside Golf set out to design a capsule collection for women. The nine-piece line marks the brand’s first foray into the women’s apparel side as it stays true to its signature craftsmanship.

The collection is dark blue and features the Mercedes and Eastside Golf logos.

“When we did the photo shoot, no men were allowed in,” Ajanak said. “I wanted women to have some time for themselves, too. I wanted to put women on the pedestal of East Side Golf, and it just made sense. It’s about time.” That’s why we’re working so hard.”

Eastside Golf’s intentional take on Mercedes-Benz

Eastside Golf’s tagline is authenticity. They don’t want people who participate in golf, including women, to feel like they have to change who they are. Golf is a place where different personalities can be accepted.

“Please face this match as you are,” Azanaku expressed his will. “We had a panel discussion with Mercedes-Benz in Augusta to talk about what’s missing in this game and how to grow it. Nothing must change. We are women. I encourage everyone to pick up a golf club, get out there, be themselves, and enjoy the game.”

Part of that is down to their non-traditional approach to golf fashion. They are a brand that encourages customers to embrace their culture. It’s about being original.

Eastside Golf

“That’s what’s missing: people being their authentic selves,” Ajanak said. “We promote it for women. It’s going to grow the game, because there’s a lack of women’s thoughts on certain things. We need that within the game.”

The women’s collection is just one of Mercedes-Benz USA’s collaborations with Eastside Golf. The luxury car brand also helped create Augusta Community Day and invited the Morehouse golf team to the Masters.

More than 300 players participated in Community Day, which gave away 72 pairs of shoes in addition to grants for the men’s and women’s golf programs.

Cooper and Ajanak have even more plans with Mercedes-Benz USA.

“The Eastside Golf Invitational is coming to New York City. We’re going to work with Mercedes to have a presence there,” Cooper said. “We’re having a community day in Atlanta, and that’s our U.S. headquarters. They’re going to take shelter there. It’s the linchpin between you and your brand.”

Their partnership started eight months ago and they have already accomplished a lot together.

As golf fashion becomes part of the sports lexicon, Eastside and Mercedes have an opportunity like never before to help grow the game.

Savannah Lee Richardson is a golf staff writer for SB Nation’s Playing Through.If you want to know more about golf, please follow us. @_PlayingThrough On all major social platforms. You can also follow her on Twitter @SportsGirls and Instagram @savannah_leigh_sports.