Eastside Golf: A Michael Jordan-Approved Business Success Story

In the world of golf apparel, Eastside Golf has emerged as a standout brand, capturing the attention of high-profile athletes and celebrities alike. Co-founded by Olajuwon Ajanaku and Earl Cooper, both Morehouse College golf alums, Eastside Golf has built a business that resonates with a diverse audience, including none other than Michael Jordan himself. Here's how they did it.

A Unique Logo and Brand Identity

Eastside Golf's logo is instantly recognizable, featuring a likeness of Ajanaku wearing a sweatshirt, jeans, a cap, white kicks, and a Cuban link chain hanging from his neck, swooshing through the air as he takes a swing with a golf club. This dynamic depiction of a Black man playing golf challenged the traditional, conservative image of the sport and resonated with the brand's target audience.



Targeting a Younger, More Diverse Audience

Ajanaku and Cooper targeted a younger demographic and people of color, who were often underrepresented in traditional golf apparel brands. This strategic decision helped Eastside Golf attract a new generation of golfers and increase its visibility among diverse communities.

Collaborations and Partnerships

Eastside Golf has partnered with various athletes, including NBA stars Chris Paul and Jayson Tatum, NFL legend Victor Cruz, and musician DJ Khaled. These collaborations have helped the brand gain credibility and exposure, as well as attract new customers who appreciate the connection between golf and other sports.



Expanding Product Offerings

Eastside Golf offers a wide range of lifestyle clothing, from hoodies and joggers to snapback hats, alongside traditional golf gear. This approach allows the brand to cater to a broader audience and create a sense of belonging among its customers, regardless of their skill level or experience with golf.

Hosting Pop-up Events and the Eastside Golf Invitational

The brand has organized pop-up events and the annual Eastside Golf Invitational during New York Fashion Week. These events provide an opportunity for customers to engage with the brand, try on products, and connect with other golf enthusiasts. The events have also helped Eastside Golf gain media attention and attract new customers.

Michael Jordan's Approval

Michael Jordan, a known golf enthusiast, has shown his support for Eastside Golf. The brand has collaborated with Jordan Brand on multiple occasions, creating limited-edition sneakers and apparel that blend basketball and golf cultures. These collaborations have helped Eastside Golf appeal to sneaker enthusiasts and basketball fans, further expanding its reach.



Growth and Success

In just over five years, Eastside Golf has experienced a 600% increase in revenue, with a team of 16 employees and over $4 million in earnings by 2023. The brand's success can be attributed to its founders' innovative approach to growing the game of golf, targeting a younger, more diverse audience, and creating a unique, disruptive logo that resonates with customers.

Eastside Golf's founders have built a Michael Jordan-approved business by challenging the traditional image of golf and catering to a diverse audience. Their innovative approach to growing the game of golf has resulted in significant growth and success for the brand.