It’s not a stretch to say that Bad Birdie is a bit irreverent—the tagline for its new women’s golf collection is, “Women’s golf apparel stinks. Bad Birdie has changed that.”
The Scottsdale, Arizona-based brand launched six years ago with a goal of disrupting the staid men’s golf market. Its loud and colorful design quickly made a mark with green grass stores and major sports retailers looking for a more modern alternative to the larger, conservative golf brands.
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And now Bad Birdie is turning his attention to women. This week, the brand is releasing its first-ever women’s capsule, a 41-piece collection that Allison Lippincott, head designer, predicts “will turn the women’s golf apparel market upside down.”
The line includes two-tone Caddy rompers and Links mock tops, as well as Double Down skorts, Hybrid dresses, tunics and Range crop tops and shorts. Quarter zips, biker shorts and polos are also part of the mix. Price points include $64 for the motorcycle shorts and $110 for the hybrid dress.
Like its men’s collection, the women’s line features bold patterns and colors that also boast performance features such as four-way stretch, moisture-wicking and wrinkle-resistant properties. But the silhouettes and prints are meant to make a statement.
“This launch marks a new chapter for Bad Birdie,” said Jason Richardson, Founder and CEO. “We are a golf brand that celebrates all golfers by pushing the sport forward through inclusivity, bold creativity and good times.”
Preston McFarland, director of brand marketing, said that while Bad Birdie has offered some women’s jewelry in the past, this is its first comprehensive collection.
According to the National Golf Foundation, more than a third of the U.S. population over the age of 5 played golf last year, and the number of female golfers will reach 6.4 million in 2022, a 14 percent increase over 2019. The figure marks the third consecutive year , where more than 6 million women played the sport, with women now accounting for 25 percent of golfers on the course. Women represent a disproportionately higher percentage of beginners, 41 percent, as well as non-course participants, 41 percent. Off-the-course participation includes driving ranges, indoor golf simulators and entertainment venues such as Topgolf.
So it’s no surprise that Bad Birdie and other golf brands, including TravisMathew and Dunning, have set their sights on this lucrative market. The line launches on the Bad Birdie website on May 24.
Bad Birdie started out offering men’s performance polos but has since expanded into a wide range of categories including shorts, pants, hats, gloves and even cabana sets for guys. “We represent the casual golfer and we take the intimidation out,” McFarland said. The brand is now available in 2,000 green-grass stores as well as in Dick’s Sporting Goods, Nordstrom and Golf Galaxy. It also operates two of its own stores in Scottsdale and Newport Beach, Calif., with a unit in Houston slated to open next month.
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