Black people on a golf course isn’t a new thing, but the way Black men and women are revolutionizing their impact on the game is.
On Jan. 18, 2024, Eastside Golf – the Black-owned lifestyle golf brand dedicated to driving change and creating a more culturally relevant point of view of the game – announced that it closed a $3.4 million in a seed round of fundraising.
The investment was led by EP Golf Ventures, an investment partnership between the PGA of America and Elysian Park Ventures, the private investment arm affiliated with the Los Angeles Dodgers ownership group. The money will go toward accelerating Eastside Golf’s growth as it launches new product lines, and it will support the company’s efforts to use fashion to change the cultural conversation around golf and create new entry points to the game for young Black athletes and emerging professionals.
The Eastside Golf brand was founded in 2019 by former Morehouse College golf teammates Olajuwon Ajanaku and PGA of America Golf Professional Earl Cooper. Cooper has significant ties to Detroit, as he served as an assistant golf professional at the Detroit Golf Club from 2012 to 2014, shortly after graduating from Morehouse. The two owners have also come back to Detroit to work with youth and golf professionals during the Rocket Mortgage Classic at the Detroit Golf Club.
As a brand, Eastside Golf has transformed public perceptions of golf through its apparel line, which has been embraced by golf professionals, celebrities, fashion influencers, and professional athletes alike. Their notoriety has allowed them to strike deals with Nike and the Jordan Brand, among others, which has led to 600% year-over-year growth for the young company in the last two years. They’ve grown from two to 16 employees and increased revenue from $100,000 in year one to $4 million in 2023.
“Earl and Olajuwon have done what no one has been able to do before – create a brand rooted in golf that resonates outside of the sport to bring in new audiences to the game. Not only are they masters at capturing the cultural zeitgeist, but they have also developed an innovative business which we believe has the capacity for immense growth,” said Jay Adya, managing partner of Elysian Park Ventures and EP Golf Ventures.
This year, Eastside Golf will launch new lines, including wholesale and women’s apparel, and host new golf events, doubling the number of pop-ups in major markets, including its second-annual Eastside Golf Invitational during New York Fashion Week. Eastside Golf will debut its highly anticipated Spring Forward collection at its first-ever booth at this year’s PGA Show in Orlando, Fla., from January 24-26.
“Earl and Olajuwan have a unique combination of creativity, deep roots in golf and an ability to organically tap into the cultural conversation,” said PGA of America CEO Seth Waugh. “The PGA of America is deeply committed to investing in the evolution of the modern golf culture and inviting and cultivating a broader participation in golf. We look forward to supporting Eastside Golf’s continued efforts to make the game more welcoming to everyone who wants to play or be involved.”
Eastside Golf will support five Community Golf Days in Detroit, Atlanta, Augusta, Ga., Jacksonville, Fla., and Memphis, Tenn. this year as a way to bring new players to their local courses to play, connect with others, and experience the fun of the game at no cost.
“Our goal in creating Eastside Golf is to show people that you can be yourself and you don’t need to look a certain way to play the game. The future of the game exists outside of the golf industry. We’ve been able to tap into the culture to change the perception of the sport and grow the game for future generations,” said Cooper. “As a PGA of America Golf Professional, I’m especially honored to have the support of EP Golf Ventures as we enter into our next chapter.”
The company’s deep commitment to philanthropy doesn’t end with free golf days. The founders of Eastside Golf have donated $150,000 to support HBCU golf, emphasizing inclusivity and authenticity. The founders envision creating brick-and-mortar locations and expanding internationally, and with their focus on inclusivity and innovative design, they’re poised to lead the way in making golf more accessible and
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