Trevor Ng
Eastside Golf is a lifestyle golf brand co-founded by Olajuwon Ajanaku and Earl Cooper, former Morehouse College golf teammates. The brand aims to raise awareness about golf among young people and non-golfers, promote diversity, and encourage people to be their authentic selves. Eastside Golf has gained recognition for its unique logo, which has been spotted on athletes, celebrities, and politicians. In addition to apparel, the brand has expanded into performance footwear, partnering with Nike to release the Eastside Golf x Nike shoes. Eastside Golf has also formed strategic partnerships with major brands such as Mercedes-Benz, Bridgestone, and Jordan Brand, showcasing its influence in the golf and lifestyle space.
| Characteristics | Values |
|---|---|
| Founders | Olajuwon Ajanaku and Earl Cooper |
| Founder's Background | Olajuwon Ajanaku grew up in East Atlanta and graduated with a degree in accounting from Morehouse College. Earl Cooper is a PGA Professional and graduated from Morehouse College. |
| Purpose | To raise awareness about golf among youth and non-golfers, promote diversity, and inspire authenticity. |
| Target Audience | The younger generation, particularly those who want to look good while playing golf. |
| Products | Golf apparel, accessories, and footwear. |
| Product Features | Premium quality, comfortable, efficient ordering and packaging process, plentiful clothing options, sleek and well-made. |
| Product Feedback | Positive feedback on the quality and design of the products. Concerns about pricing being an obstacle for some customers. |
| Brand Awareness | The Swingman logo has gained recognition and is worn by celebrities, athletes, and politicians. |
| Partnerships | Jordan Brand, Nike, PGA TOUR, PGA of America, Bridgestone, NBA, MLB, Travel + Leisure, Golf Galaxy, DICK’S Sporting Goods, Nordstrom, and more. |
| Expansion | Australia and New Zealand through a partnership with Prime. |
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What You'll Learn
Eastside Golf's logo
Eastside Golf is a lifestyle golf brand with the mission to make golf more attractive to younger players and non-golfers. The brand was founded by Olajuwon Ajanaku, a former golf scholarship student at Morehouse College, and his best friend and co-founder, Earl Cooper, a PGA Professional and one of Golf Digest's Best Young Teachers. Ajanaku and Cooper have over 50 years of combined experience in golf.
The Eastside Golf logo has been described as a "conversation starter" by customers. It features a black golfer, mid-backswing, wearing jeans, a sweatshirt, and a gold chain. Ajanaku, who designed the logo, modelled it after himself. He explained that the logo represents the idea that golfers can wear comfortable clothing that reflects their personal style while enjoying the game.
Initially, Ajanaku put his logo design on a single T-shirt, which he wore around Detroit. He received a positive response from passersby who stopped him to ask about the design. This initial success inspired him to create more apparel featuring the logo, including clothing and accessories such as hats and pouches.
The logo has since been spotted on athletes, celebrities, and politicians, including Steph Curry, President Barack Obama, Patrick Mahomes, and Chris Paul. The brand's partnership with major companies and its ability to appeal to both golfers and non-golfers have contributed to its growing success.
Eastside Golf aims to promote diversity, authenticity, and inclusivity in the game of golf. The logo, with its unique design and representation, embodies this mission.
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Eastside Golf's target audience
Eastside Golf is a lifestyle golf brand that aims to raise awareness about golf among young people and non-golfers. The brand wants to inspire and promote diversity in the sport, encouraging the younger generation to utilize the morals and values that the game offers to better themselves and change their lives.
The target audience for Eastside Golf is primarily young, aspiring golfers who want to get into the game. The brand's messaging of "be authentic" and "everyone's game" resonates with this demographic, as it speaks to their desire to be themselves and belong in the golfing world. Eastside Golf's unique logo, designed by co-founder Olajuwon Ajanaku, is a conversation starter and has gained recognition from athletes, celebrities, and politicians. The brand's partnership with major names like Nike, Jordan Brand, and the NBA has also attracted a younger audience that wants to be a part of the game while staying true to their sense of style.
The brand's expansion into Australia and New Zealand through its partnership with Prime, a leading lifestyle and fashion distributor in the region, further showcases its focus on reaching a younger, fashion-conscious audience. Sam Poulsen, Co-Founder of Prime, noted the gap in the Australian market for premium golf lifestyle brands, and Eastside Golf filled that void by bringing culture, authenticity, and a bold vision to the sport.
While Eastside Golf's primary target audience is the younger generation, they also cater to non-golfers and existing golfers who want to express their passion for the sport through their clothing choices. The brand offers a range of apparel and accessories, including golf polos, gloves, hats, and pouches, that allow golfers and non-golfers alike to rock their clothing with full confidence.
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Eastside Golf's partnerships
Eastside Golf has garnered a reputation as a national leader in the golf apparel industry through its partnerships with national sports leagues and brands. The company was founded by Olajuwon Ajanaku and Earl Cooper, who were teammates on the Morehouse College golf team.
The brand has partnerships with the NBA, MLB, NFL, Nike, Jordan Brand, PGA Tour, Mercedes-Benz, and BMW. Eastside Golf has also received national attention by being the subject of “Grails: When Sneakers Change the Game,” a six-episode docuseries that premiered on Hulu in 2022. The company has also been profiled on Hulu's "Grails: When Sneakers Change the Game," a docuseries on how Ajanaku and Cooper are driving social and cultural change in golf.
In 2024, Eastside Golf announced a partnership with Bridgestone Americas, Inc., a global leader in tires and rubber. Bridgestone Golf, the #1 Ball-Fitter in Golf, also announced a collaboration with Eastside Golf on custom-printed TOUR B X golf balls in a limited-edition package. The collaboration is intended to support Eastside Golf's initiatives to increase access and support greater equity in the game, including driving local community access and participation, and creating more opportunities to bring in new, diverse audiences and players to the sport.
Eastside Golf has also hosted Community Golf Days in four cities across the United States, timed to key FedExCup events on the PGA Tour schedule. These events are focused on diversifying the sport and bringing fans of the brand together at local courses to experience the fun of golf without the financial barriers commonly found in the game.
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Eastside Golf's expansion
Eastside Golf is a lifestyle golf brand with a mission to raise awareness about golf among the youth and non-golfers. The company was founded by Olajuwon Ajanaku, a former Morehouse College golf player and graduate with a degree in accounting. Ajanaku left his career in commercial finance to pursue his dream of turning pro in golf and, in the process, founded Eastside Golf.
The brand has gained recognition for its unique logo, the Swingman, which has been sported by celebrities, athletes, and politicians alike, including Steph Curry, Barack Obama, and Patrick Mahomes. Eastside Golf has also garnered attention for its apparel and accessories, with customers praising the quality and style of the brand's clothing and golf gear.
In 2025, Eastside Golf announced its expansion into Australia and New Zealand through an exclusive distribution partnership with Prime, a leading lifestyle and fashion distributor in the region. This move marked the brand's first official entry into the Southern Hemisphere. The expansion was facilitated by Prime, an Australian distributor specialising in lifestyle brands, and it aligned with Eastside Golf's vision of connecting with a fashion-conscious and culturally diverse market.
Eastside Golf has also formed national retail partnerships with major US retailers, including Golf Galaxy, DICK'S Sporting Goods, and Nordstrom, further solidifying its presence in the industry. The brand's expansion is a testament to its founders' commitment to growing the game of golf and making it accessible and appealing to a diverse range of players.
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Eastside Golf's founders
Eastside Golf is a lifestyle golf brand with a mission to raise awareness about golf among young people and non-golfers. The brand was founded by Olajuwon Ajanaku, a Morehouse College graduate with a degree in accounting and a former golf scholarship recipient. Olajuwon left his career in commercial finance to pursue entrepreneurship and his dream of turning pro in golf, which led to the creation of Eastside Golf.
Olajuwon's vision for Eastside Golf was influenced by his own experiences growing up and playing golf on the Eastside of Atlanta. He recognised the impact that golf had on his personal growth and wanted to share the benefits of the sport with a wider audience, particularly the younger generation. Eastside Golf aims to showcase the cool and stylish aspects of golf, promoting the values and morals that can positively impact and change lives.
Earl Cooper is the co-founder of Eastside Golf and a PGA Professional. Earl is currently ranked as one of America's best young teachers in golf by Golf Digest. He has worked as a golf professional at the Detroit Golf Club and Wilmington Country Club, breaking barriers as the first African American in this role. Earl also attended Morehouse College, where he and Olajuwon played on the golf team together and won a National Championship.
The founders' personal experiences and passion for golf drove their mission to make the sport more accessible and appealing to diverse communities. They emphasise the importance of celebrating their customers, especially those from underrepresented backgrounds, and fostering an inclusive community. Eastside Golf strives to be more than just a clothing brand; it seeks to inspire and empower individuals through the game of golf, promoting the values of authenticity, diversity, and personal development.
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Frequently asked questions
Eastside Golf is a lifestyle golf brand co-founded by Olajuwon Ajanaku and Earl Cooper, former Morehouse College golf teammates. The brand aims to raise awareness about golf among youth and non-golfers, promote diversity, and encourage people to be their authentic selves.
Eastside Golf sells apparel and accessories, including clothing, gloves, pouches, hats, and golf balls. They have also released performance footwear in collaboration with Nike.
Eastside Golf is unique in that it aims to make golf more attractive to younger and more diverse players. The brand has partnered with global brands such as Nike, Jordan Brand, and Mercedes-Benz, and its logo has been worn by celebrities and athletes, helping to build brand awareness.
