While his trophy cabinet has expanded significantly in recent years, Shane Lowry’s latest power move is happening away from the scorecards. The Irishman, fresh from helping Europe win the Ryder Cup, has transitioned from a brand ambassador to a strategic power player by joining as a founding investor of Bold Golf.
Lowry’s involvement moves beyond the typical celebrity endorsement model; by anchoring a $1 million funding surge alongside heavyweights like Jim Pallotta and Dan Robertson, Lowry is signalling a belief that the traditional uniform of the game is overdue for a rebellion. For a pro accustomed to the traditional, corporate-heavy attire of the PGA Tour, this move represents a calculated bet on the modern lifestyle golfer, a demographic that values a brand’s cultural currency as much as its performance stats.
The brand’s strategy centers on a deliberate departure from the conservative aesthetics found in traditional pro-shops. Founded by a Dublin-based collective including Wayflyer co-founder Jack Pierse, the founders are targeting an underserved segment of the market where contemporary streetwear meets the first tee.
While the industry giants have spent decades perfecting the performance polo, Bold is pivoting toward a “course-to-concrete” aesthetic, utilising heavyweight jerseys, vintage-inspired windbreakers and artisanal Italian leather. By merging this subversive aesthetic with premium craftsmanship, Bold is positioning itself for a younger cohort of players who treat the fairway as an extension of their personal style.
Success in its First Year
Now into its second year of trading, Bold has enjoyed success with bestsellers such as its heavyweight 300gsm cotton rugby jerseys and the flaming birdie crew necks from its Kathy Ager collaboration. The brand’s emphasis on heavy-gauge fabrics and boxy, modern silhouettes reflects an attempt to move away from the “gentleman’s sport” aesthetic while maintaining a premium price point. Its Italian leather Sunday bags, often hand-painted by global street artists like Penfold, have become popular items for collectors, typically selling out within 48 hours of dropping.
Now seeking to broaden its reach in 2026, Bold is looking to attract new customers and expand its market share through a number of initiatives such as special offers, new artist collaborations and a media drive. It has, for example, introduced a discount for new customers. This successful marketing technique for online businesses has seen many companies in a range of markets experience growth in recent years. In fashion, New Look’s 25% off clothes for incoming “Club” members has seen a rise in sales. Similarly, in iGaming, a 200-spin welcome bonus to play the 25-payline Fluffy Favourites slot has attracted new players to bingo and casino games. For Bold, customers who sign up for its newsletter get 20% off their first order.
To complement its digital growth, Bold is scaling its creative-first strategy by building upon high-concept partnerships like the Kathy Ager collection. The brand’s visibility has surged through features and interviews in Skratch Golf and District Magazine, while the active backing of co-founder Shane Lowry — fresh from securing the winning point at the 2025 Ryder Cup — has positioned Bold as a heavyweight in the lifestyle golf sector.
Redefining the Modern Fairway
By merging high-concept artistry with the cultural weight of a Ryder Cup hero, Bold Golf is attempting to navigate the space between traditional heritage and a more subversive, modern identity. As it enters 2026, the brand’s focus on strategic collaborations and community-driven growth suggests a sustained upward trajectory. For Shane Lowry and his fellow founders, this investment proves that the future of golf style is harmonised by both performance and identity.
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