Today's Highlights

• Technology moves AHEAD
• Going green for spring
• The shirtdress - decades of a popular classic

NEWS

Fashion takes stage at ING Spring Conference

The ING Spring Conference Fashion Show, part of the 18th International Network of Golf Spring Conference in Atlantic City, N.J., will be held Thursday, May 29.

ProQuip launches U.S. TV ad campaign

ProQuip Weatherwear will launch the company’s first ever United States television ad campaign airing on the Golf Channel beginning Monday, March 31. The 30-second television commercial will feature ProQuip endorsement partner and former U.S. Open champion Jim Furyk.

FEATURE

Technology moves AHEAD

EDITOR’S NOTE: This story is being re-run from the Tuesday, March 25 issue, because the end of the story was inadvertently deleted in the editing process.

By Vartan Kupelian
GPA Correspondent

In an age where technology rules, it was only a matter of time before leading apparel manufacturers turned their attention to headwear.

AHEAD has done just that with this year’s introduction of a performance cap line that Jim Keenan, director of marketing, says is a natural extension of the company's innovative instincts.

But he calls the advances evolutionary rather than revolutionary.

"Tech caps range from performance to innovative and sometimes a combination of the two," Keenan said.

Most important for golfers, the tech caps fill certain needs. They are light, but still sturdy and they resist the “Grand Teton” effect — Keenan's description of those rising sweat marks that doom favorite caps to the trash bin.

The new models by AHEAD are the X-Cap, DriLook and Coolmax caps. All address common problems, Keenan said.

AHEAD X-Cap

Let's begin with the X-Cap, which offers a unique design for golfers who require eyewear, whether prescription or sunglasses. The X-Cap offers an alternative to placing those glasses on the bill of the cap or the back, where they are most often seen. The alternative is a more secure attachment to the cap with a patented retractor cord built into the band of the hat.

The retractable cord pulls out of the back of the cap and attaches the glasses with two small loops. It's simple and effective.

"The X-Cap is a pretty cool idea," Keenan said. "The retractable device is built-in, tucked into the back. You don't feel it or see it. We introduced it at the PGA Show to overwhelming reviews."

Keenan said he has been surprised on two levels.

"One, how many people wear prescription eyeware or expensive sunglasses," he said. "And, two, how much they appreciate this kind of feature. There is tremendous utility there for prescription and nice eyewear."

The X-Cap is available in two styles, a classic fit with a choice of structured or unstructured; or AHEAD’s popular extreme unstructured fit. It is available in four colors: black, deep red, white and white/navy. The extreme is available in navy, gold or bone. The suggested retail price for both is $25.

A video showing product features and benefit of the X-Cap is available at www.aheadweb.com/xcap.

AHEAD DriLook

The DriLook features performance technologies that resist stain and are designed to hide sweat. According to AHEAD, the DriLook is the industry's first breathable cotton cap. The performance fabric pulls moisture away from the head and dries quickly without leaving perspiration stains, Keenan said. Jason Gore is currently wearing the product on the PGA Tour.

The DriLook is also available in structured and unstructured, and in a variety of colors. The cap retails for $20.

The CoolMax performance caps and visors are available in classic and retro styles. They incorporate the same cooling, moisture and wicking benefits found in the company's CoolMax apparel.

"Our performance caps utilize a lot of the advantages and materials we put in our high-performance apparel," Keenan said.

AHEAD has been an industry leader in the headwear segment since its inception in 1995. In the past few years, it has expanded the line to include technical headwear. In 2005, two models of the CoolMax cap were introduced.

In the 2008 line, there are four CoolMax models ($20-$25) — the meshback, Total, Moisture Wicking and All Moisture Wicking. The CoolMax visor has a low rise, Velcro tabs and foamy mesh back. It is available in five colors: black, navy, scarlet, cadet (blue) and white, all in combination with white trim.

AHEAD offers a variety of ornamentation and customization that the company describes as ranging from "subtle to eye-popping."