New York, NY — June 10, 2025 – Dunning Golf, the most performance-driven and innovative golf apparel brand for men and women, announced today an exciting strategic partnership with Southlake, Texas-based Fury Athletix, a leader in high-performance headwear. The partnership launches with a collection of athletically engineered headwear now available on dunninggolf.com.
"We're thrilled to partner with Fury Athletix, a company that truly shares our ideals and is as passionate as we are about the game and improving a golfer's performance through technology and design," said Michael J. Setola, President and CEO of Dunning.
Though founded nearly two decades apart, both Dunning and Fury Athletix share a common DNA: created by golfers, for golfers, with an unwavering commitment to combining technical innovation and sophisticated style. With this strategic partnership in place, Dunning Golf now provides its customers with premium, branded headwear that complements their innovative apparel. This co-branded collection introduces two of Fury Athletix’ premium water-resistant styles to Dunning Golf’s lineup: the Tee-It-Up ($56 MSRP), a structured, six-panel hat featuring its signature golf ball & tee perforations and the All-In ($56 MSRP), a semi-structured, machine-washable hat with a flexible bill designed for maximum versatility.
“As a pioneer in the golf apparel space, Dunning Golf and their commitment to quality, performance and innovation, is the perfect strategic partner for Fury Athletix,” said Jeffrey Medici, CEO and Founder of Fury Athletix. “We are honored and excited to complement their high-performance apparel with Fury’s industry-leading headwear offerings.
Dunning will initially offer the Tee-It-Up in four colors and All-in in three colorways this Summer. A broader assortment of styles will launch for Fall 2025.
About Dunning
Dunning engineers the most technical golf apparel without compromise. Founded in 2001, Dunning is the first to successfully develop a full line of technical golf apparel consisting of shirts, layering and bottoms. With a targeted focus on the player, Dunning’s message has remained constant over the years: golf apparel with a focus on fit, playability and true performance. Engineered for Athletes. Designed for Players. The brand served as The Official Uniform Supplier for the 2023 and 2024 U.S. Solheim Cup Teams. More information about Dunning is found on social media @dunninggolf on Facebook, Twitter, LinkedIn and Instagram.
About Fury Athletix
Founded in 2021, Fury Athletix has quickly earned a reputation as the performance headwear brand of choice for athletes and adventurers who demand nothing but the best. Built for style, comfort, and durability, Fury Athletix hats are crafted to elevate performance on and off the field. With 14 current PGA TOUR players wearing Fury Athletix headwear - including brand ambassadors Billy Horschel, Ben Griffin, Nico Echavarria and Henrik Norlander - Fury Athletix is widely recognized as the top ultra-high quality, performance headwear brand on the TOUR. More information about Fury Athletix is found at www.furyathletix.com and on social media @furyathletix on Facebook, X, LinkedIn and Instagram.
Media Contacts:
Dunning
Christian Brunone
Vice President, DTC Marketing & Dunning Brand Development christian.brunone@dunninggolf.com