Jackson Reid
TravisMathew is a golf and lifestyle apparel company founded by golfer Travis Johnson. The company was born out of Johnson's frustration with the lack of versatility and aesthetics of golfing uniforms. The brand's identity is described as elegant, sexy, and rock 'n' roll, with a focus on bridging the gap between performance and lifestyle. TravisMathew has experienced significant growth and expansion, particularly in the US, and was acquired by Callaway Golf Company for $125 million in 2017. While it initially focused on men's clothing, TravisMathew introduced a women's line in 2022, aiming to expand its presence across the United States and beyond.
| Characteristics | Values |
|---|---|
| Name of the company | Travis Mathew |
| Founder | Travis Johnson |
| Founder's inspiration | Johnson's pursuit of playing professionally morphed into creating a brand that redefined golf style |
| Company's vision | Elegant, sexy, rock 'n' roll |
| Company's products | Golf clothing with unexpected details, like pants with an extra pocket in the back to hold a digital music player or a strip of Velcro sewn in to hold a golf glove |
| Company's growth | 100% growth in sales since 2019 |
| Company's expansion plans | A women's line in spring 2022 |
| Company's acquisition | Acquired by Callaway Golf Company for $125.5 million in 2017 |
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What You'll Learn
Travis Mathew: A golf clothing brand
Travis Mathew is a golf clothing brand that was founded by golfer Travis Johnson. Johnson, who grew up in a golfing family in Southern California, set out to redefine golf style and address the historically poor aesthetic of golfing uniforms. The brand's philosophy is simple: if you look good, you'll feel good, and if you feel good, you'll play good.
The clothing line includes pieces with unexpected details, such as pants with an extra pocket in the back to hold a digital music player or a strip of Velcro sewn in to hold a golf glove. With its focus on elegance, sexiness, and rock 'n' roll, TravisMathew has become a trailblazing force in the golf clothing industry.
The brand has experienced tremendous growth, particularly in the last 15 years, as societal shifts towards more casual golf clothing have aligned with TravisMathew's laid-back SoCal vibes. In 2017, Callaway TopGolf acquired TravisMathew for $125 million (or $125.5 million according to some sources), with the brand now aiming to become the biggest sportswear brand in the US.
While TravisMathew is known for its golf clothing, it has also expanded beyond the golf course, bridging the gap between performance and lifestyle. The brand has a strong presence on the high street and is committed to localizing its content to make headway in new markets, such as Europe.
In recent years, TravisMathew has also responded to consumer demands for a women's line, moving away from its earlier reputation as a "boys' club." The women's collection is inspired by the California coast and situated between casual and performance, reflecting the brand's overall niche.
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The man behind the brand: Travis Johnson
Travis Mathew is a golf clothing brand founded by Travis Matthew Johnson, a golf fanatic who grew up in a golfing family in Southern California. Johnson's early life was steeped in golf, having played a match against Tiger Woods at the age of five and later receiving a full-ride golf scholarship to UCLA. After graduating, he pursued a spot on the PGA Tour, but eventually turned his focus to creating a clothing brand that embodied a blend of golf and California culture.
Johnson's entry into the world of clothing design was born out of frustration with the lack of versatility and aesthetic appeal in traditional golfing uniforms. He wanted to redefine golf style by creating high-performance clothing that made players look and feel their best. The brand's core identity revolves around the principles of elegance, sexiness, and rock 'n' roll. Johnson chose the name "Travis Mathew" as a variation of his own name, opting to remove one "t" from his middle name, "Mathew," to avoid naming the company exactly after himself.
The Travis Mathew brand quickly gained traction, resonating with golfers across America and beyond. The clothing line stands out for its attention to detail, incorporating features like extra pockets for music players and strips of Velcro to hold golf gloves. The brand also reflects a laid-back, Southern California vibe, bridging the gap between performance and lifestyle. This unique blend of fashion and functionality has propelled Travis Mathew towards its aspiration of becoming a leading sportswear brand in the US and beyond.
While Johnson's initial vision was focused on golf apparel, the brand has since evolved to encompass a broader lifestyle appeal. The clothing is designed to seamlessly transition from work to play, offering a casual yet polished look. This versatility has broadened the brand's reach, attracting customers who value both comfort and style. The company has expanded to over 40 stores, showcasing its commitment to delivering elevated fashion experiences while staying true to its golfing roots.
Today, Travis Mathew continues to thrive under Johnson's leadership, solidifying its place in the golf fashion industry and inspiring a generation of golfers and fashion enthusiasts alike. The brand's success is a testament to Johnson's passion, innovation, and unwavering dedication to creating a clothing line that not only meets but exceeds the needs and aspirations of its wearers.
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The brand's identity and vision
TravisMathew is a golf and lifestyle apparel company that was founded by golfer Travis Johnson. Johnson, who grew up in a golfing family in Southern California, set out to redefine golf style and provide a new benchmark for high-performance clothing that would make players look and feel their best. The brand's identity is rooted in elegance, sexiness, and rock 'n' roll, with a focus on bridging the gap between performance and lifestyle.
The name "TravisMathew" was chosen through a serendipitous process. While the company initially had a different name, trademarking issues forced Johnson to come up with a new name just two weeks before his first collection was set to be sampled and produced. After batting around thousands of ideas, he went to a bar with some friends to crowdsource opinions on potential names. The name "Travis Matthew" was chosen, with Johnson's first name and middle name slightly altered to have just one "t" instead of two.
The brand's vision is to become the biggest sportswear brand in the US and a $1 billion brand. With its laid-back SoCal vibes, TravisMathew has resonated with golfers across America and expanded beyond golf, attracting customers with its blend of performance and lifestyle. The company was acquired by Callaway Golf Company for $125.5 million in 2017, reflecting its rapid growth and potential in the industry.
TravisMathew has experienced significant success and growth, with a 100% increase in sales since 2019. The brand has set its sights on expanding globally, particularly in the European region. To cater to a diverse range of markets, TravisMathew understands the importance of localizing content while staying true to its core identity. The introduction of a women's line in 2022 also demonstrated the brand's commitment to inclusivity and sustainability, further expanding its presence in the United States and beyond.
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Travis Mathew's growth and acquisition
Travis Mathew is a golf and lifestyle apparel company, founded in 2007 by Travis Johnson, Travis Brasher, and John Kruger. The company was born out of Johnson's frustration with the lack of versatility and aesthetics of golfing uniforms. Johnson, a golf fanatic, set out to redefine golf style and provide high-performance clothing that would make players look and feel their best.
The brand quickly gained popularity, offering a range of upscale, casual clothing with a West Coast flair. In 2017, Travis Mathew was acquired by Callaway Golf Co. (now Callaway TopGolf) for $125 million (or $125.5 million according to some sources). At the time of the acquisition, Travis Mathew had five stores, including its headquarters, and reported around $61 million in revenue. Callaway has since focused on expanding Travis Mathew's retail presence, with 31 stores open at the end of 2021 and a target of 41 by the end of 2022.
The growth of Travis Mathew has been accelerated by a societal shift towards more casual golf clothing, with its laid-back SoCal vibes resonating with golfers across America. The brand has also expanded beyond golf, bridging the gap between performance and lifestyle. This expansion has been facilitated by its acquisition by Callaway, which allowed Travis Mathew to benefit from Callaway's expertise and resources as a maker of golf clubs and accessories, and owner of the Topgolf entertainment business.
Travis Mathew's growth has been exceptional, with Callaway reporting first-quarter 2022 same-store sales up over 50% year-over-year. The company is now aiming to become the biggest sportswear brand in the US and a $1 billion brand. To achieve this, Travis Mathew is focusing on international expansion, with a presence in Japan and a new store at the famed St Andrews golf club in Scotland, as well as plans to continue opening more than five stores per year.
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The future: Women's line and expansion plans
TravisMathew is a golf clothing brand that was born out of frustration with the lack of versatility and aesthetic appeal of traditional golfing uniforms. The brand's founder, Travis Matthew Johnson, sought to redefine golf style by offering elegant, high-performance clothing that would make golfers look and feel their best.
The company has experienced rapid growth, particularly in the last 15 years, as societal trends have shifted towards more casual golf attire. This growth has been further accelerated by its acquisition by Callaway TopGolf in 2017 for $125 million, which has helped TravisMathew expand its high street presence across the US.
With its sights set on becoming the biggest sportswear brand in the US and a $1 billion brand, TravisMathew is now looking to expand its reach even further. This includes a focus on the European market, where the brand recognizes the importance of localizing content to suit the diverse cultures, climates, and geographies of the region.
To cater to a wider audience, TravisMathew has also introduced a women's line, offering a range of golf clothing and accessories that embody the brand's signature style. The women's collection includes items such as jackets, pullovers, shorts, joggers, polo shirts, dresses, and skorts, all designed with the same attention to detail and performance that the brand is known for.
As TravisMathew continues to evolve and innovate, it remains committed to its core values of providing stylish, versatile, and high-quality golf clothing that allows players to feel confident and comfortable both on and off the course. With its expanding product lines and global expansion plans, the brand is well-positioned to achieve its ambitious growth goals while continuing to disrupt and redefine the golf fashion industry.
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Frequently asked questions
Yes, Travis Mathew is a golf and lifestyle apparel company. It was founded by golfer Travis Johnson, who grew up in a golfing family in Southern California.
Travis Mathew is known for its focus on the style and comfort of its clothing. The brand aims to bridge the gap between performance and lifestyle, with clothing that can be worn both on and off the golf course.
Travis Mathew products are available at the brand's first store in St Andrews, known as the 'Home of Golf'. The brand also has an online presence and can be found on social media platforms such as Instagram and Facebook.
