Industry News

Ladies’ premier golf-lifestyle apparel brand Lohla Sport to be featured at 2022 Indianapolis 500

(LOS ANGELES, Calif.) – Continuing one of the most unique sponsorships in sports marketing history, premier ladies’ golf-lifestyle apparel brand LOHLA SPORT will partner with Stefan Wilson and Cusick Motorsports at the 106th Running of the Indianapolis 500 on Sunday, May 29.

For the second consecutive year, the chic LOHLA SPORT logo will be prominently displayed as the title partner on the No. 25 DragonSpeed / Cusick Motorsports Chevrolet, driven by Stefan Wilson and now in partnership with AJ Foyt Racing.  The 32-year-old Brit is a fan favorite, coming within four laps of winning the 2018 Indianapolis 500 and finishing third in the 2011 Indy Lights Championship.  Wilson is past winner of the coveted McLaren Autosport BRDC Award.

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The partnership was conceived by Don Cusick, a LOHLA SPORT shareholder and lifelong race car enthusiast.  The intersection of his two passions, golf and racing, lies in each sport’s obsessed fan and participant base.  The golf bug has bitten wining drivers Michael and Darrell Waltrip, Kevin Harvick, Jeff Gordan, Dale Jarrett, Rusty Wallace, Kyle Busch and Jimmie Johnson while PGA TOUR stars Dustin Johnson, Ian Poulter and Matt Kuchar have taken laps around the Indianapolis Motor Speedway.

For decades, PGA, Champions and LPGA Tour events were played at Brickyard Crossing golf course located in the Indianapolis Motor Speedway complex.

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“Representing LOHLA SPORT at the 106th running of the greatest spectacle in racing is again one of the coolest, most unique opportunities of my career,” says Wilson.  “We enjoyed such a great partnership with the brand last year and I’m excited we get to build on that success. LOHLA SPORT is very popular golf and it’s amazing how many racing fans are golfers and vice versa.”

“Taking this market-broadening road to Indy doesn’t happen every day,” says Lisa O’Hurley, Founder and CEO of LOHLA SPORT.  “LOHLA SPORT is designed for women who love golf and who are fans of all sports as our outfits are fit for the course, court, racetrack and everywhere between.”

LOHLA SPORT reached new heights in popularity with the recent drop of tis “The Streets of Los Angeles collection depicting the distinct vibes of city neighborhoods.  Its “Rodeo Drive,” “Ocean Avenue,” “Hollywood Boulevard,” “Sunset Boulevard” and “Melrose Place capsules feature stylish, playful and classy coordinated tops, bottoms, skorts, outerwear and headwear.  Cuts are flattering yet not overtly sexy, made of fine-quality fabrics sourced worldwide and optimize athletic movements.

Buoyed by a “comfortable chic” aesthetic, LOHLA SPORT is attracting a massive following as the company creates a “golfleisure” movement akin to Lululemon and the “athleisure” craze.

Early this year, LOHLA SPORT partnered with golf legend Annika Sorenstam for the golf legend to exclusively wear the brand’s apparel in golf tournaments and other activities.  More recently, it signed highly touted LPGA Tour player Maude LeBlanc to a similar role.

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Based in Los Angeles, California, LOHLA SPORT is a premier ladies’ golf-lifestyle apparel brand that is 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, outwear and headwear in coordinated collections online and in 300-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 “Seinfeld” in which, O’Hurley’s husband, actor John O’Hurley, starred as the fictional character J. Peterman.

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About Cusick Motorsports
Founded in 2021 by entrepreneur Don Cusick, Cusick Motorsports was created to drive meaningful business relationships through motorsports.  As a sports marketing incubator, Cusick Motorsports plans and executes bespoke programs for its partners across a variety of racing series.  The company also sponsors racecar drivers who contribute to once-in-a-lifetime experiences – including VIP hospitality and access to drivers – for partners.  For the No. 25 LOHLA SPORT Chevrolet driven by Stefan Wilson at the 2022 Indianapolis 500, partners Sierra Pacific Windows GNARLY Jerky, Sierra Pacific Windows, CoonectDoc, Neptune Systems, Rayne Nutrition and Topping & Legnon Wines are integral to the sponsor team.

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Rich Katz