Michael Kors is expanding its fashion footprint by entering the golf apparel segment this spring. The luxury brand has announced two promising players to represent the line on tour: Bo Hossler and Austin Ekroat. The focus is on connecting the Michael Kors name with performance, style, and a sport that resonates with a wide audience in North America.
The company has selected players who compete on the United States and North American PGA Tour circuits. Hossler and Ekroat will serve as brand ambassadors for the 2023 season, donning Michael Kors men’s clothing as they compete. Their roles go beyond mere wardrobe choices; the partnership aims to showcase the blend of performance fabrics, tailored silhouettes, and a look that fits both the fairway and the post-round atmosphere.
The Michael Kors golf line is slated to debut in North American stores in April, marking a strategic entry point for the brand into on-course and lifestyle apparel. This move aligns with the broader trend of fashion labels partnering with professional athletes to elevate visibility and credibility in performance wear while maintaining high-fashion aesthetics that appeal to luxury consumers and mainstream golf enthusiasts alike.
Bo Hossler, 27, turned pro in 2016 after a long and productive amateur career. Austin Ekroat, 24, is at the early stages of his professional journey following his time at Oklahoma State University, a program known for producing strong tour prospects. Both players bring different strengths to the partnership: Hossler’s experience and consistency on established tours, and Ekroat’s rising trajectory and youthful energy that resonates with younger fans and aspiring players.
In parallel fashion, the broader fashion industry continues to blur the lines between style and sport. While this article focuses on Michael Kors, it is interesting to note other fashion houses that promote their cosmetics and accessories through high-profile personalities. For instance, Lila, the daughter of a renowned fashion figure, has been reported as an ambassador for Yves Saint Laurent cosmetics, reflecting the ongoing cross-pollination between fashion houses and beauty brands. This trend highlights how fashion brands leverage celebrity associations to reinforce lifestyle messaging across multiple product categories.