Industry News

Golf Pride and Stephen Curry’s Underrated Golf partner to support the future of the sport

Limited edition grip kit coming in 2024 elevating equity, access and opportunity for young athletes

(Pinehurst, NC.) Golf Pride, an industry leader in innovation and sports performance equipment, has officially partnered with Stephen Curry’s UNDERRATED Golf, a purpose-driven business endeavor with the overarching commitment to provide equity, access and opportunity to student athletes from every community by balancing participation in the sport to truly reflect our society. Golf Pride’s investment in the program will go toward funding college scholarships, employment internships and other experience-based opportunities for UNDERRATED Golf athletes. As part of the collaboration, Golf Pride and UNDERRATED will introduce a limited-edition custom golf grip kit highlighting details of the synergy between the two mission driven entities.

“Stephen Curry’s UNDERRATED brand is both inspirational and impactful to countless young people in our country,” says James Ledford, President of Golf Pride. “Partnering on this endeavor represents the next stage in our commitment to expanding inclusion and helping the golf industry foster more opportunities for everyone.”

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Golf Pride is focused on ensuring diversity, equity and inclusion are at the forefront of their initiatives and programs and partnerships. Most recently Golf Pride launched its women’s equity platform that is designed to drive visibility of female golfers by highlighting their stories, journeys, and contributions to the game.

“UNDERRATED Golf and Golf Pride share a vision of providing resources to empower and inspire confidence for athletes of all backgrounds,” said Stephen Curry. “That's why we joined forces to create a first of its kind grip design that embodies these beliefs and helps elevate the golfers’ performance at every stage of their game.”

UNDERRATED Golf is committed to ushering in opportunities for student-athletes to showcase their talent in the game of golf. This work is a gateway for young, underrepresented golfers to unveil their extraordinary abilities and compete on renowned courses across the country. UNDERRATED Golf believes that all people, regardless of their race, ethnicity or gender, should have the access and resources they need to play golf. Their work is dedicated to creating initiatives for youth from underrepresented communities to pursue the sport and realize their potential.

“Our organizations share a commitment to making the game of golf for everyone,” says Eric Gibson, Chief Commercial Officer at Golf Pride. “There is significant work to be done to make our vision a reality, but through this partnership and our investment in UNDERRATED Golf we are influencing more and more diverse young people to get involved in the industry and create the change we all want to see.”

For more information about UNDERRATED Golf, please visit, and for Golf Pride, please visit or follow the brand on Instagram, FacebookTwitter and YouTube.


Stephen Curry founded UNDERRATED Golf to provide equity, access and opportunity to deserving student-athletes from underserved communities who may not otherwise be exposed to the full benefits of the sport. The mission is to increase the participation of competitive golfers from diverse backgrounds, and to engage corporate partners for mentoring, networking and visibility. The program is also addressing the gender gap in golf by providing female players with the same opportunities as their male counterparts. Players receive valuable exposure to collegiate golf programs and potential NIL partners, along with training, equipment, leadership panels and other benefits provided by tour sponsors. The UNDERRATED Tour plans to expand throughout the U.S. and globally, further diversifying the pool of junior, collegiate and professional players around the world.

For more information, please visit, and connect on social media via Instagram and Twitter.


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 professional golfers choose Golf Pride. The company sets the standard for golfers of all skill levels through innovation, performance and style. To learn more about Golf Pride, visit


UNDERRATED is an inspiring lifestyle brand with a mission to empower underrated and underrepresented individuals all over the world. With a passion for celebrating the underdog, UNDERRATED echoes this message across three main categories including experiences, media and physical product. The brand, which was established by Stephen Curry in 2019, draws on the revered NBA Champion’s personal story as an underappreciated three-star athlete in high school who always stood in the shadows of his peers. As a powerful culmination of this inspiring journey to the top, UNDERRATED is committed to opening doors for often-overlooked student-athletes by developing impactful basketball programming, and fostering a platform for visibility through the UNDERRATED Championships, which create opportunities for players to be recognized by key figures. Based in the Bay Area, UNDERRATED is a mindset, a motivation, a calling, a compliment. For more information, please visit, and connect on social media via Instagram,Twitter, and Facebook


Golf Pride is a division of Eaton, an intelligent power management company dedicated to improving the quality of life and protecting the environment for people everywhere. Eaton is guided by a commitment to do business right, to operate sustainably and to help customers manage power ─ today and well into the future. By capitalizing on the global growth trends of electrification and digitalization, Eaton is accelerating the planet’s transition to renewable energy, helping to solve the world’s most urgent power management challenges, and doing what’s best for stakeholders and all of society.

Founded in 1911, Eaton is marking its 100th anniversary of being listed on the New York Stock Exchange. It reported revenues of $20.8 billion in 2022 and serves customers in more than 170 countries. For more information, visit Follow us on Twitter and LinkedIn.                                                                   


Bill Feidler
Buffalo Agency