October 31, 2023
Mercedes-Benz USA has formed a partnership with Eastside Golf, an Atlanta-based streetwear brand, to make golf more accessible to a broader audience. The luxury car marque was looking for a brand that focused on giving back to the community, and Eastside Golf ticked all the right boxes. The partnership will continue through 2025.
Mercedes-Benz has a long history of golf partnerships, including sponsorship of the Masters and the Asia-Pacific Amateur Championship and Latin American Amateur championships. However, they wanted to find a partnership that was rooted more at home and reached a diverse audience. Eastside Golf stood out because of their unique approach of reaching a diverse audience through apparel.
One of Eastside Golf's notable philanthropic endeavors is supporting their alma mater, Morehouse College. This commitment aligned with Mercedes-Benz's involvement with Historically Black Colleges and Universities (HBCUs). The two brands saw an opportunity to come together and tell their stories of giving back in a stronger and more meaningful way.
Eastside Golf founders, Olajuwon Ajanaku and Earl Cooper, have gained significant traction in the past four years with their drippy designs and collaborations with the NBA and MLB. Their most high-profile collaboration to date has been with Jordan Brand on golf shoes. They are also working on a docu-series on Hulu. Their success has caught the attention of Mercedes-Benz and other companies.
Both Eastside Golf and Mercedes-Benz USA are committed to closing the gap in golf and supporting HBCU golf programs. MBUSA served as the presenting sponsor for the Eastside Golf Invitational and donated $50,000 to the Morehouse Golf Program. The partnership will continue to benefit the Morehouse Golf Program, including the provision of Sprinter vans to transport the golf team to their events.
The partnership between Mercedes-Benz and Eastside Golf is a testament to the brand's expanding reach beyond sports and entertainment. Eastside Golf's founders aspire to explore outside-the-box corporate collaborations and push the envelope. They have their sights set on collaborating with companies like Apple and Adobe.
Eastside Golf plans to expand its presence in pro shops, boutiques, and international markets like China and South Korea. They aim to keep their apparel accessible while meeting the growing demand for their brand.
The partnership between Mercedes-Benz and Eastside Golf is a significant step towards making golf more accessible and diverse. Both brands are committed to giving back to the community and supporting HBCU golf programs. With their success and expanding reach, Eastside Golf is poised for further growth and exciting collaborations in the future.
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