Industry News

Golf Pride and Asher Golf launch first of its kind limited edition fall collection

Four seasonally inspired grip and glove colorways offer the perfect blend of performance and style

(Pinehurst, NC.) Golf Pride, an industry leader in innovation and sports performance equipment, has collaborated with ASHER Golf – a premier golf glove, accessory, and apparel company dedicated to taking the mundane out of golf style – to offer four unique limited-edition box sets that feature 13 Golf Pride Tour Velvet 360 grips and two premium ASHER gloves in matching tonal colorways. Available in North America, exclusively on Kits retail for $175, starting September 7 at 10:00 a.m. EST. 

The collections include four seasonal colors - Ash, Cognac, Oxblood and Spruce - only available as part of these kits; individual pieces cannot be ordered separately. The Tour Velvet 360 grips infuse elements of color into one of the most iconic grips on the market. They come in standard size with a custom collaborative end cap design. The gloves are 100% precision cut AAA premium cabretta-leather featuring the Golf Pride logo on the palm side and are offered in both male (small through XXL) and female (small through large) sizes. This must have collection elevates style and play with a subtle boldness for a standout statement this fall. 

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"You would think gloves and grips are co-designed all the time, but the reality is, I'm not aware a partnership like this has ever happened before," says James Ledford, President of Golf Pride. "The opportunity to work with Asher on a collection that compliments each other is really quite amazing. This partnership has elevated our capabilities in terms of what it looks like to bring this level of design to the grip category." 

"Visiting Golf Pride's Global Innovation Center, which is nestled inside Pinehurst in this extremely beautiful area of pine trees and historic golf, it was so inspiring to me that the color palette really started to come together extremely naturally," says Matt Smart, CEO and Managing Partner of Asher Golf. "For both Asher and Golf Pride, we have such a deep rooted culture in utility and products that are purely based on performance. Looking at the design and style, we wanted to elevate these pieces." 

For more information on this collaboration, please visit 

For more information on Golf Pride, please visit or follow the brand on Instagram, Facebook, Twitter and YouTube. 

About ASHER Golf 

ASHER was born in 2009 with a desire to provide the golf world something it lacked; high-quality golf gloves with a little added flavor and style. Designed to help you look good, feel good and play better. For more information visit 

About Golf Pride 

Since its founding in 1949, Golf Pride has become synonymous with the highest quality performance equipment in golf. Today, from its Global Innovation Center (GIC) in Pinehurst, NC, Golf Pride continues to lead in grip innovation by continuing to obsess over the only connection between our golfers’ hands and the club. That’s why more than 80% of the world’s highest performing golfers choose Golf Pride. For professionals, top amateurs and recreational golfers of all skill levels, Golf Pride sets the standard – in performance and style. To learn more about Golf Pride, go to 

About EATON 

Golf Pride is a division of EATON, whose mission is to improve the quality of life and the environment through the use of power management technologies and services. We provide sustainable solutions that help our customers effectively manage electrical, hydraulic, and mechanical power – more safely, more efficiently, and more reliably. Eaton’s 2020 revenues were $17.9 billion, and we sell products to customers in more than 175 countries. We have approximately 92,000 employees. For more information, visit 


Lucy Seprino 
Buffalo Agency