The founders of Eastside Golf continue to build on their momentum in the golf apparel space while staying true to their roots.
As previously reported by AFROTECH™, Morehouse College graduates Olajuwon Ajanaku and Earl Cooper founded the brand without a fashion background in 2019 after working full-time in corporate America.
The company boasts products such as polo shirts, sweatshirts, pants, shoes, and accessories including bags, all tailored towards men and women.
Beyond the product offerings, the founders have continued to pave their own way through their mission that centers moving the sport forward among the youth and non-golfers while increasing diversity in a predominantly white sport.
Their vision has led to an increase in support as they scaled their annual revenue from $100,000 in their first year to $4 million in 2023. They kicked off 2024 with a $3.4 million raise led by EP Golf Ventures, and the commitment stemmed from a partnership between the PGA of America and Elysian Park Ventures.
So far, they have agreements with MLB, the NFL, the NBA, Mercedes-Benz USA, various boutiques, and numerous airports, among others.
First Nike Collaboration
They also scored seven collaborations with Jordan Brand that has opened the door to their recent work with its parent company, Nike. According to a news release shared with AFROTECH™, Eastside Golf has released its first collaboration with Nike titled “Everyone’s Game,” with apparel, accessories, and Nike footwear, which includes the Nike Air Zoom Victory Tour 3, Eastside Golf’s first performance shoe, as well as the Nike Air Max 1 ‘86 OG’, a hybrid golf shoe without spikes.
“The relationship had always been there from the onset. When the opportunity presented itself, we just certainly jumped on it and took full advantage of it,” Cooper told AFROTECH™. “To now be working with Nike on collaborative products, we still have a strong relationship with Jordan Brand, but to be able to kind of bring our first performance golf shoe, with it being a victory tour — it’s going to be incredible and we get the opportunity to also make our mark.”
He added, “And it’s a brand with such rich history, and we all know the swoosh. So to be able to partner with them in a space where we’re doing something innovative, we’re doing something unique — we’re just extremely excited, and also knowing that they have some of the best players in the world wearing that swoosh and the product, and now that you know Eastside golf is partnered up with them, we look forward to one day seeing that as well. So not only will you see Eastside Golf showing up at courtside, you’re now going to see, hopefully, Eastside Golf showing up in action on the PGA Tour with some of the best players in the world.”
Amplifying HBCUs Through Design
As the founders of Eastside Golf build on their partnerships, their heart for Historically Black Colleges and Universities (HBCUS) has remained top of mind. Both footwear models, the Nike Air Max 1 ‘86 OG’ and the spiked Nike Air Zoom Victory Tour 3, are made with a set of three double-sided removable Nike swooshes that can be placed and removed to alter the look of the white shoe model.
The colorways available include maroon and white, a reference to their alma matter, and blue and white, representing Spelman College, as well as others that are reflective of the Eastside Golf brand.
“We met at Morehouse. We know the importance of HBCUs. We want to continue to lift as we climb,” Cooper explained. “College had a profound impact on who we are, and we still have Spelman sisters and Morehouse brothers, and so for them to be a part of this journey and experience, and then be able to put something on the shoe, that’s meaningful. I think it’s priceless. You’re seeing it more and more where HBCUs are becoming a part of this conversation in the collaborative space, but for us to kind of put our stamp on it is certainly special.”
He added, “You got homecoming coming up, so I’m looking forward to seeing how people style the shoes at homecoming, and just making people proud of their institution, and not feeling like you know their second-class, or feeling like you know they are you know less than… So HBCUs are important to us. They remain important, and we look forward to continuing to build.”
First-Ever Experiential Retail Pop-Up
The “Everyone’s Game” collection will be up for purchase on Oct. 4 through the Eastside Golf app, and on Oct. 7 on Nike.com. However, there will be a chance for customers to get their hands on the collection even sooner at Eastside Golf’s first-ever experiential retail pop-up being held in Shopify NY, located at 131 Greene St., New York, NY 10012. From Sept. 13 to Sept. 15, between 10:00 a.m and 6:00 p.m., 100 pairs of shoes will be given away at the pop-up.
“It’s an opportunity to really touch the people, and that’s something that we really enjoy. I’m excited to see what people are attracted to. I’m excited to get real-time feedback… Being able to launch this in Soho, it’s right on the heels of fashion week. It’s a dream come true,” Cooper expressed. “And as we continue to establish ourselves in New York, we are obviously rooted in Atlanta, that’s where the Eastside came from, but just understanding that we continue to grow and become a global brand, a lot of things still run into New York and L.A. So to be able to have a pop up in New York City, that’s an accomplishment, and that’s something that we don’t take lightly.”
Being Named Among The AFROTECH™ Future 50
Eastside Golf’s founders were selected in 2024 for the AFROTECH™ Future 50 list as Visionary Founders. They achieved this honor due to their noteworthy growth and efforts in promoting diversity and inclusion.
Other founders on the list include Beatrice Dixon (co-founder, CEO, and chief innovation officer, The Honey Pot Co.); Steve Stoute (founder and CEO, Translation; founder and CEO, UnitedMasters); and Denise Woodard (founder and CEO, Partake Foods).
Reflecting on the honor, Cooper mentioned, “There are some amazing founders on that list, so to be in the same circles and rooms and same acknowledgement as them, I think it’s an honor.”
