Rise of a Black-Owned Golf Brand with Nike’s Backing Five years ago, Eastside Golf began with a single logo—an illustration of co-founder and former professional golfer Olajuwon Ajanaku swinging in a sweatshirt, gold chain, and blue jeans. Today, this streetwear-inspired golf apparel brand has teamed up with Nike to launch…
Rise of a Black-Owned Golf Brand with Nike’s Backing
Five years ago, Eastside Golf began with a single logo—an illustration of co-founder and former professional golfer Olajuwon Ajanaku swinging in a sweatshirt, gold chain, and blue jeans. Today, this streetwear-inspired golf apparel brand has teamed up with Nike to launch a new line of performance sneakers, marking a significant collaboration in the golf fashion world.
Eastside Golf’s innovative “Everyone’s Game” collection aims to break down barriers in a traditionally white-dominated sport, creating golf apparel that appeals to diverse communities, including young people. The sneakers, available in both spiked and non-spiked versions, feature interchangeable swooshes designed in colorways for Historically Black Colleges and Universities (HBCUs), such as Spelman College and Morehouse College, where co-founders Olajuwon Ajanaku and Earl Cooper met on the golf team.
“We want people to see themselves in this game,” explains Earl Cooper, who began playing golf at the age of six and later won a Division II national championship with Ajanaku at Morehouse in 2010. Cooper believes that their unique backgrounds and mission are why major brands like Nike have partnered with them. “We’re blazing a new path, and it’s not easy, but that’s what makes us different.”
A Brand Empowered by Social Justice and Celebrity Support
Eastside Golf’s pivotal moment came in 2020, when the racial justice protests following the murders of George Floyd and the shooting of Jacob Blake ignited a global conversation about inequality. During an NBA playoff game boycott in August 2020, 12-time NBA All-Star Chris Paul, then the NBA Players Association president, was seen wearing Eastside Golf attire. The exposure led to a surge in attention for the brand, with it quickly going viral across social media.
Capitalizing on this newfound fame, Eastside Golf garnered the support of celebrity figures like Barack Obama, Shonda Rhimes, and Jayson Tatum. Over the past two years, the brand has achieved a staggering 600% year-over-year growth,
turning casual customers into loyal fans—about 40% of whom are repeat buyers. In January 2024, the company raised $3.4 million in seed funding, led by EP Golf Ventures and supported by Chris Paul and former MLB pitcher CC Sabathia.
Strategic Expansion and a Bold Future Ahead
With fresh capital, Eastside Golf has hired experienced industry veterans and continued its rapid growth. In 2024, the company expects to nearly double its sales from the previous year. Currently, 80% of sales are direct-to-consumer, but the brand is also available in over 80 sporting goods stores and golf clubs across the U.S. and the U.K. The company is set to expand further into Nordstrom and airport retail outlets, and it is even testing a brick-and-mortar store through a pop-up event in New York City’s SoHo district.
Although Eastside Golf did not disclose specific revenue numbers, Cooper confirmed that the company is nearing eight figures in revenue by 2024, with plans for further expansion. As part of their commitment to philanthropy, the co-founders have donated more than $250,000 to the Morehouse College golf program.
However, Cooper is clear that this is more than just a mission-driven company. “We don’t want to be seen as a small, Black-owned business. We want to be a household fashion brand,” he emphasizes. The brand’s collaborations with Nike, Jordan Brand, and Mercedes-Benz have further elevated its profile.
Building Strategic Corporate Partnerships
Cooper stresses the importance of authenticity when building long-term corporate relationships. He advises early-stage entrepreneurs to be selective about partnerships, focusing on deep, meaningful collaborations rather than quick wins. “Once we partner with you, it’s like you’re family,” he says.
For Nike, this partnership is just the beginning. Along with Mercedes-Benz, the brand is sponsoring Eastside Golf’s second annual invitational tournament at Liberty National Golf Club in New Jersey, which has hosted PGA and LPGA events.
As Eastside Golf continues to grow, its co-founders remain acutely aware of the challenges ahead. “It’s a competitive landscape,” says Cooper. “When someone chooses to wear Eastside Golf, it’s a big deal for us, and that feeling never gets old.”