LONGWOOD, Fla. – Auke Hempenius, a 20-year fashion veteran and retailer of tailored men’s clothing and golf apparel, has joined Golf Marketing Services as the Vice President of Fashion Consulting and Creative Services.
"I am excited about joining forces with GMS and creating fashionable and stylish projects and partnerships within the golf industry," said Auke Hempenius. "Golf is a global game and its time for the apparel business to break out of its box and market its brands with global style."
Hailing from the Netherlands, Auke owned and operated two retail boutiques specializing in European custom designs in upscale Winter Park, Fla. His customers included professional athletes and some of Orlando’s elite businessmen. Auke was featured and named "the Dutch Master" by the Robb Report (March 2004).
After many years in sales, Auke decided to combine his passion for fashion with his love of golf and branched into the golf apparel business. He launched AH Design in the early ’90s and was one of the first apparel exhibitors at the PGA Merchandise Show in Orlando during those years.
"Auke brings a wealth of international experience, fashion expertise and cutting-edge creativity to the GMS team," said Holly Geoghegan, President Golf Marketing Services. "With the incredible growth in the apparel industry and the lifestyle aspects of golf becoming so desirable, we see a lot of opportunity for our expertise and services."
Auke packaged his experience, personality and international flair and began several stints in the golf media. He became a fashion analyst in the formative years of the Golf Channel and more recently was fashion editor for Golfweek and Golfweek.com. His "Top 10 Best Dressed" awards on the PGA & LPGA Tours and "2006 Shirt Rankings" produced significant attention and results.
"Our company received a 97 point rating out of 100 beating out many high profile brands in the business," said Bill Sweedler, Managing Director Windsong Sport (PRX/Como/Calvin Klein). "The Shirt Rankings helped us get into more than 150 new accounts, most notable Oakmont, Seminole and Pebble Beach."
Using his ingenuity and business acumen, Auke created the "Best Dressed Open" Pro-Am as a national platform for apparel companies to showcase their product in a unique tournament format including a multimedia golf fashion gala. The JPC Gala Fashion Show, held in Washington, D.C. in early May, included tour players Ian Baker-Finch, Se Ri Pak and Chris Tschetter and other golf notables Dean Beman, Gary Schaal and Bob Baldassari.
Working with GMS, Auke will be developing and providing multimedia and interactive content to inform, educate, enthrall and delight the passionate golfer about the importance of image, attire and style both on and off the golf course. In addition, he will continue to create more unique events like the "Best Dressed Open" along with offering marketing consulting & workshops, seminars and training in sales and merchandising."
"Auke makes the distinction between fashion and the business of fashion," said Jim Keenan, Director of Marketing for Ahead. "It’s not just about color and design; it’s about creating and recognizing markets. Auke brings an added dimension to his passion of fashion which grabs people’s attention and is great for all of us in the industry."
Contact:
Holly Geoghegan or Mike Leonard
Golf Marketing Services 407-682-4853
holly@golfmarketinginc.com
mike@golfmarketinginc.com
