New York, NY – Eastside Golf, the U.S.-based lifestyle brand redefining the intersection of golf, culture, and fashion, is proud to announce its expansion into Australia and New Zealand through an exclusive distribution partnership with Prime, one of the region’s leading lifestyle and fashion distributors.
Founded by Earl Cooper and Olajuwon Ajanaku, former Morehouse College golf teammates, Eastside Golf has emerged as a cultural force in the sport, inspiring a new generation of players through authentic storytelling, barrier-breaking collaborations, and fashion-forward design. The brand’s partnerships with Jordan Brand, the NBA, and MLB have helped it transcend the traditional perceptions of golf, bringing new perspectives and people into the game.
The move marks Eastside Golf’s first official entry into the Southern Hemisphere, another major milestone for the brand’s expansion through strategic retail partnerships. Earlier this year, Eastside Golf announced national US retail partnerships with Golf Galaxy, DICK’S Sporting Goods, DICK’S House of Sport and Nordstrom, alongside its continuing expansion into boutique retailers and golf pro shops.
“Golf is evolving, from how we play, to what we wear, to who is playing, and that evolution is happening throughout the world,” said Earl Cooper, Co-Founder of Eastside Golf. “Expanding into Australia and New Zealand is a key move for Eastside Golf – we’re able to connect with a fashion-forward, culturally aware market where the appetite for golf is on the rise, particularly among younger, more diverse players who want to look good in the game. We have always envisioned Eastside Golf as a global brand, and this is an important moment for us along that journey.”
The expansion to Australia and New Zealand is powered by Prime, a privately owned Australian distributor based in Burleigh Heads, Queensland. Prime specializes in premium lifestyle brands across sport, apparel, and leisure.
“As passionate golfers, we recognized a clear gap in the Australian market for premium golf lifestyle brands,” said Sam Poulsen, Co-Founder of Prime. “To be working with Eastside Golf—a brand that brings culture, authenticity, and a bold vision to the sport—is a tremendous honor and a momentous step in the right direction.”
“I started Eastside Golf to show you don’t have to change who you are to belong in this game,” said Olajuwon Ajanaku, Founder and Creative Director of Eastside Golf. “I didn’t see myself or my story represented. Eastside Golf was created to challenge that. We want anyone in the world who wears it to feel confident that they can be their authentic selves and belong in the game.”
Eastside Golf’s debut in the region includes a soft launch of its popular ‘Core’ collection, available through select partners, including Lids, The Iconic, GolfBox and Power Golf. The brand’s Fall ’25 collection will be its first full seasonal prebook in the market, supported by a curated group of golf, streetwear, and lifestyle retailers.
Prime’s strong network includes retail partners such as The Iconic (Australia’s #1 fashion e-commerce platform), Lids, Power Golf, GolfBox, and select Green Grass accounts across Australia and New Zealand.
“Interest in golf is rising rapidly across this region—especially among younger, style-conscious players,” added Poulsen. “Our mission is to help reshape how the next generation experiences and connects with the game. Eastside Golf fits perfectly into that vision.”
To learn more and stay updated on new drops and regional availability, visit eastsidegolf.com or follow @eastsidegolf on Instagram.
About Eastside Golf
Eastside Golf is actively transforming perceptions of the game through its apparel which has been embraced by golf professionals, celebrities, fashion influencers, and professional athletes including NBA stars Chris Paul and Jayson Tatum, NFL greats Patrick Mahomes and Victor Cruz, musician DJ Khaled and President Barack Obama. Its signature swingman logo, a young Black man dressed in a sweatshirt and jeans with a gold chain around his neck and a club in mid-backswing, is meant to convey that you can bring your authentic self to the game of golf, with full confidence.
Eastside Golf boasts notable relationships with global brands including Mercedes-Benz USA and Nike, nine collaborations with Jordan Brand, and strategic partnerships and licensing deals with PGA TOUR, PGA of America, Bridgestone, NBA, MLB, and Travel + Leisure. The brand was profiled in Hulu’s “Grails: When Sneakers Change the Game,” a six-episode docuseries on how Ajanaku and Cooper are driving social and cultural change in golf. To learn more, visit eastsidegolf.com or follow @EastsideGolf on Instagram.
About Prime
Prime is the Australian home to leading global fashion and accessory brands, including Eastside Golf, Malbon, Municipal, Goatlane, and Bogey Boys. As a privately owned Australian distributor specialising in lifestyle brands across the sports, apparel, and leisure categories, our diverse and forward-thinking team brings over 50 years of combined expertise in distribution, wholesale, buying, marketing, and operations.
