(LOS ANGELES, Calif.) – Annika Sorenstam and LOHLA SPORT have established a new partnership which has the golf legend exclusively wearing the brand’s premium ladies’ golf-lifestyle apparel at golf tournaments and events.
True to Annika’s Swedish roots, LOHLA SPORT’s impeccable sense of style features colorful, on-trend European designs with Los Angeles flair. Flattering cuts for sizes XXS to XXL are made from fine-quality fabrics sourced worldwide which optimize athletic movement. LOHLA SPORT collections include coordinated tops, bottoms, skorts and outerwear.
Annika immediately gravitated to and embodies the company’s “Made for Play” mantra. Aligned with her balanced home-golf-business regimen, LOHLA SPORT’s customer is the woman who intimately cares about fashion and appearance, and covets comfortable, stylish, playful and classy outfits which confidently transition from the course to the office to socializing with friends and family.
Collaborating with LOHLA SPORT Founder and CEO Lisa O’Hurley and London-based Chief Designer Paul Rees, Annika will help create a bespoke signature collection for release in fall 2022. Part proceeds will benefit the ANNIKA Foundation that provides playing opportunities at golf’s junior, collegiate and professional levels while teaching young people the importance of healthy and active lifestyles through fitness and nutrition.
“I have known Lisa for a long time and always admired her taste and passion for women’s fashion,” says Annika who is widely regarded as the greatest female golfer of all time. “We reached out to LOHLA SPORT after seeing and hearing about its beautiful clothing in golf and country club circles.
“LOHLA SPORT is exactly what I want with my active lifestyle. When going from the office to the course, to the kids’ practices and social settings, I don’t have time to change outfits throughout the day. Now I have the perfect sporty, yet feminine balance that represents today’s lady golfers on and off the course.”
“LOHLA SPORT will give Annika a new, resort-oriented fashion look,” says O’Hurley. “Annika is an inspiration to every woman who picks up a club. With her wining last year’s U.S. Senior Women’s Open, Annika’s comeback is official yet, like the team that comprises LOHLA SPORT, she covets family time as No. 1.”
Annika and O’Hurley fostered a friendship over decades and further bonded over the serendipitous timing of their partnership. With on- and off-course participation surging the past two years, the women’s golf economy exceeded $1.53 billion in 2021, according to Golf Datatech. Roughly $482 million was spent on women’s golf apparel.
In addition to more than 200 fine golf shops carrying LOHLA SPORT since its debut in January 2021, the brand has become a media darling for its refreshing looks. ESPN, Forbes, GOLF Magazine, Golfweek, NBC Sports and others praised the apparel for its upmarket appearance. Much attention focuses on unique-to-LOHLA SPORT signatures:
- The Golf Fitness Pull-On Pant – Worn stand-alone (akin to a workout tight) or under skorts in the fall for added warmth and décor, it is purposely thicker and outfitted with back pockets, becoming the perfect golf-yoga pant. Its back pockets make it country club appropriate.
- The “Very Pant” – The four-pocket, full, four-way stretch is offered in several colors. It was inspired by the J. Peterman character in the TV hit “Seinfeld,” indicating specificity of the surreal or sublime. The famous line “The Very Pant I’ve been searching for all my life” is part of sitcom lore.
LOHLA SPORT’s 2022 Spring-Summer Collection feature five amazing and colorful capsules: (1) Rodeo Drive & Core; (2) Ocean Avenue; (3) Hollywood Boulevard; (4) Sunset Boulevard; and (5) Melrose Place.
About Annika
Often regarded as the greatest female golfer of all-time, Annika Sorenstam re-wrote LPGA and Ladies European Tour record books, won countless awards and changed the way women’s golf is played, viewed and covered. Her 90-plus victories worldwide include 72 on the LPGA Tour and 11 major championships. As the only female to break 60 in an official event, Annika is nicknamed “Ms. 59.” Perhaps most notably, she received became the first woman in 58 years to play in a PGA TOUR event at the 2003 Colonial Invitational. Annika stepped away from professional golf after the 2008 season to focus on her family and the ANNIKA brand of businesses. She also created the ANNIKA Foundation that provides golf opportunities at the junior, collegiate and professional levels while teaching young people the importance of living a healthy, active lifestyle through fitness and nutrition. Annika was elected President of the International Golf Federation that oversees golf in the Olympic Games and is the first female golfer and only the third female in sport to receive the Presidential Medal of Freedom.
About LOHLA SPORT
Based in Los Angeles, California, LOHLA SPORT is a new, premier ladies’ golf-lifestyle apparel brand that is quickly captivating the golf, country club and resort market. Debuted in January 2021, its impeccable sense of style features colorful, on-trend European designs with Los Angeles flair. The brainchild of recognized fashionista and longtime Golf Channel and GOLFINO executive Lisa O’Hurley, LOHLA SPORT boasts a classy and playful lineup of tops, bottoms, skorts and outwear in coordinated collections online and in 200-plus exclusive golf shops across America. Outfits confidently transition from the course to the office to socializing with friends and family. Especially popular are its signature “Golf Fitness Pull-on Pant” and “The Very Pant,” a play on “Seinfield” in which, O’Hurley’s husband, John O’Hurley, starred as the fictional character J. Peterman.
More information: www.lohlasport.com, hello@lohlasport.com.
CONTACT:
Rich Katz
rkatz@katzstrategy.com
703.283.4852