One of the brands that caught my attention in the Houston Area is PXG (Parsons Xtreme Golf). The company was founded in 2014 by Bob Parsons, a billionaire entrepreneur and former United States Marine who served in the Vietnam War. He is also the founder of GoDaddy. Golf has always been a passion for him, even though he’s not a great player. Dissatisfied with how golf clubs on the market were designed for professional players and then adapted for amateurs, he decided to launch his own golf equipment company to do the exact opposite.
More than 200 global patents later, Parsons Xtreme Golf has introduced a full line of golf clubs that are challenging golfers to change the way they think about the game. In response to explosive growth since its inception, PXG has quickly become an international brand, with stores, fitters, retailers, and distributors around the world.
In addition to equipment, the brand also launched its fashion line in 2018, spearheaded by Bob’s wife, Renne Parsons. The fashion line offers stylish and flattering apparel that challenges conventional notions of golf attire, with a particular focus on women’s golf apparel. Renne is dedicated to fostering inclusivity and empowerment through the PXG brand.
With over 20 stores in various American cities, in addition to online sales, PXG’s physical retail environment stands out for its perfect harmony between the fashion appeal of its minimalist collections and the high-tech mood of its golf clubs. The visual merchandising is meticulously planned, discreet yet impactful, focusing on the futuristic features of the equipment. The lifestyle is also presented punctually, creating a micro-moment of connection with the consumer.
What’s the twist?
Clearly aiming to dominate the territory of innovation and technology, PXG effectively explores its unique value proposition, which is the adaptability of its products to each individual, seeking to extract the best performance, regardless of the player’s skill level. The spaces for testing the clubs use cutting-edge technology, such as motion sensors integrated with screens. Proprietary software reads the player’s movements to customize the entire set of clubs and other accessories.
The testing environments blend with the visual merchandising, creating a balanced rhythm and cadence throughout the space. Special attention to furniture (produced by the founder’s furniture industry), inspired by the diagonal lines of the logo, makes a significant difference in product display and the store’s visual composition.
Another interesting point to analyze is how the contrast between high technology and handmade craftsmanship is highlighted by the use of monochromatic images. The verbal language is also explored intelligently, creating a synergy between the world of golf and the retail environment. The tone of PXG is objective, pragmatic, and assertive, reflecting the archetypes of the Ruler and Hero, providing a sense of security for first-time brand consumers.
When a brand sets out to be disruptive, it needs to fully explore that concept. PXG delivers on its promise. A pleasant surprise. What a twist.
