NEWS
Dunning Golf reports that staff players Zach Johnson and Spencer Levin both recorded victories on the PGA and Canadian Tours, respectively.
Champ reports that the winners on the PGA, LPGA and European tours wore its Cermac, Scorpion Stinger and CDT spikes, respectively.
The PGA Fall Expo, scheduled for Sept. 11-12 in Las Vegas, Nev., will feature more exhibitors, enhanced special events and increased education. Registration is open at www.pgaexpo.com.
FEATURE
Johnson raises Dunning profile
By Lea Hart
GPA Fashion Correspondent
When Zach Johnson sealed his win at the Masters in April, life did not just change for him, it also changed for Dunning Golf as well.
Johnson has been wearing Dunning's line exclusively since January of 2006 and served as something of a walking billboard for the company during the Masters.
"Demand is up," said Ralph Dunning, founder and principal designer for the company.
The company was still playing catch-up with some of the more popular items from Johnson's Masters wardrobe -- especially popular are the Interface Thermal Windshield Vest and the Interface Pro Compression Long-Sleeve Mock Johnson wore while braving less than ideal weather conditions -- when he won the AT&T Classic on Sunday. The victory moved Johnson to No. 13 in the Official World Golf Ranking.
The Canadian-based brand, still relatively new to the U.S. market, has focused on green grass distribution, Dunning said. Johnson's wins coincide with the addition of several marquee clubs such as Hazeltine National, Inverness, Ritz Carlton Grand Cayman, Trump National and a number of others now carrying the Dunning line. The company had already been working hard to build buzz around its products, but Dunning said the Masters win "speeds that up."
"Now, when we're talking to dealers, everybody knows the product," Dunning said.
Within an hour after Johnson's tournament win, Dunning Golf had received roughly 250 e-mails from people interested in wearing the clothing Johnson wore during the tournament.
Dunning thinks that, with the weather conditions, Johnson's system of layering clothing for cold or hot weather appealed to consumers who might also play in turbulent climates.
"People really understand you should build your wardrobe around the weather," he said.
The main page of the company's website, www.dunninggolf.com, now features photos of Johnson during the Masters and provides a link detailing each of Johnson's outfits worn throughout each round of the tournament.
Within a week after the Masters, Dunning was approached with a number of new opportunities, but his interest lies in building relationships and focusing on green grass distribution.
"We're really focused on building a solid dealer network around North America," he said.
That means that, when a customer asks about the Dunning line, dealers are educated and can explain what makes it stand out. Dunning engineers its own fabric and does almost all of its manufacturing in North America. The company builds its reputation on the quality of its product -- designed to neither wash out, nor wear out. Designs focus on playability first, and fashion second, Dunning said.
"Our collection is driven around a classic look with premium performance fabrics," he said.
The spring 2007 collection includes a variety of polos, mock necks, shorts, pants, outerwear and more with prices ranging from $35 to $150.
Johnson, a younger, "stylish" player, according to Dunning, will continue to help represent the Dunning image to the consumer.
Today's consumer is looking for stylish, yet classic, clothing that can be worn on the course and beyond, Dunning believes. Johnson and other players, such as Spencer Levin, a Dunning staff player who won on the Canadian Tour on Sunday, will serve as models for the discerning golfer.
"Zach will play a big part in that, along with the other guys," Dunning said.
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