When you clearly remember the exact moment you noticed something for the first time, it means a lasting impression was made. I first witnessed Iliac Golf apparel worn by Zach Johnson at the 2012 Crowne Plaza Invitational at Colonial. An event Johnson went on to win and earn the signature red, tartan, plaid jacket. I recall thinking Johnson had worn a fabulous style all week that complimented the champion’s jacket, as if he knew that jacket was his all along. From that week on, I was hooked on this uniquely classic design and wanted to find out all I could about that lower-case “i” on Johnson’s sleeve.
Imagine a spectrum of golf apparel, with the bold designs of Puma and Sligo Wear on one end (think Rickie Fowler and Brian Gay). Iliac Golf would be on the other end of this spectrum. Though I am a fan of both ends, you cannot deny the appeal of the refreshing and traditional charm Iliac brings to the course. The unique style demands attention and respect, without screaming at you from across the fairway. Want to know the really crazy part, this elegant brand that embodies a look of rich American tradition, is the creation of a skateboarder/snowboarder from California. Shouldn’t we be back on the other side of our spectrum again?!
Iliac Golf was formed by Bert LaMar in 2005. After a career of competing professionally in skateboarding and snowboarding, as well as, designing revolutionary hard goods and apparel in these sports, LaMar turned his attention to golf. Maybe he was tired of snow…but I did read that he thought golf would be easy for him since he was so good at boarding. Huh? By now you should be thinking of a “most interesting man in the world” nomination. LaMar has played mini tours and many other golf events since diving into the sport and continues to refine his skill. Yet, his dedication to the pure designs and craftsmanship of Iliac is making a noticeable impact on the golf world.
It should be evident that if Bert LaMar is going to do something, it is going to be done supremely. How can you not admire that? Strategic partnerships with PGA and Web.com tour pros, has lead to an increased brand awareness for Iliac. A retail store is now open in Carlsbad, Calif., offering not only the apparel line, but an impressive collection of elite leather head covers that are used by several tour pros.
Marinate on the Iliac brand and learn more about Bert LaMar on http://www.iliacgolf.com/. Check back soon for a feature post on Iliac Golf’s partnership with PGA Tour pro Jimmy Walker. I will share LaMar’s thoughts on working with Walker, as well as, Mrs. Erin Walker’s take on Iliac. She and I both agree that an Iliac line for women should definitely be in the works!
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