New York, NY. – Eastside Golf, the golf apparel brand changing the perception of the game, today announced the Eastside Golf Foundation, a new initiative dedicated to eliminating barriers in golf.
The Eastside Golf Foundation formalizes Eastside Golf’s ongoing commitment to foster access, excellence and inclusivity in the game. Through its own efforts, including its signature support of the Morehouse College golf team and its relationships with local organizations across the country, Eastside Golf has helped the game make dramatic strides in breaking through to new audiences in an authentic, meaningful way.
Recent data from the National Golf Foundation highlights this shift: In 2024, 25% of the 28.1 million Americans who played golf on a course were Black, Asian, or Hispanic, the highest proportion ever recorded. This marks a steady rise from 19% in 2019, the year Eastside Golf was founded.
“Since I founded Eastside Golf nearly six years ago, our mission has remained the same: change the perception of golf to make it more appealing, open and welcoming,” said Olajuwon Ajanaku, Founder of Eastside Golf and the Eastside Golf Foundation. “As we grew the business from a passion project into where it is today, we always remained committed to doing everything we could to support the growth of the game overall. Establishing the Eastside Golf Foundation is a natural next step, allowing us to extend our work to provide resources and empower leaders who inspire the next generation, break barriers and move the sport forward.”
“The Eastside Golf Foundation rethinks the relationship between brands and programs. It’s not only providing financial support – it’s empowering organizations with access and networking opportunities to further boost their efforts to drive excellence and access in the game,” said Earl Cooper, Eastside Golf CEO and Board Chair of the Eastside Golf Foundation. “We are incredibly proud of our work with Morehouse College, and we hope to take this model of support and extend it more broadly to organizations across the country that are driving the game forward.”
The Eastside Golf Foundation will drive impact through three key focus areas:
- Access: Develop clear pathways to the sport and provide resources to ensure that golf is available to anyone who wants to participate.
- Education: Provide information and knowledge on entry, growth, sustainability and networking in golf.
- Excellence: Provide financial support for community organizations, collegiate golf teams or individuals committed to growing the game through proven, high-quality programs designed to foster long-term success.
Eastside Golf Foundation’s signature areas of support in its first year will include:
Morehouse College Golf and Collegiate Golf Programming
Ajanaku and Cooper, who met as teammates on the Morehouse golf team, have contributed nearly $300,000 towards their alma mater’s golf program since founding Eastside Golf in 2019. In addition to financial support, Eastside Golf provides uniforms, transportation, networking and once-in-a-lifetime experiences, such as hosting the team at The Masters. The brand also has created key networking opportunities for the program by spotlighting Morehouse golf to its partners, including Mercedes Benz, Bridgestone and the PGA Superstore, who all have leaned in to continue to elevate the program.
“Eastside Golf has been a catalyst for transformation in our golf program and in the lives of our student-athletes,” said Harold Ellis, Athletic Director of Morehouse College. “Their investment has not only enhanced our ability to compete, but it’s also broadened what our young men believe is possible, both on and off the course. The launch of the Eastside Golf Foundation is a powerful next step in breaking barriers, and we are proud to be part of their journey to reimagine access, opportunity, and excellence in the game of golf.”
In addition to its support of Morehouse Collegiate golf, Eastside Golf is committed to providing opportunities and access to spotlight excellence in HBCU Golf and collegiate golf programs overall. Under the Foundation, the organization will host its second annual Eastside Golf Collegiate Invitational, which offers collegiate programs an unparalleled experience and tournament environment at one of the top courses in the nation, similar to that of the Division 1 National Championship.
Support of Local Grassroots Organizations
The Eastside Golf Foundation will support local organizations dedicated to excellence that are driving access and education in the game for their local communities. Many of these organizations were discovered through Eastside Golf’s popular Community Days, which are held in advance of major golf tournaments across the country. Now, through the Foundation, Eastside Golf can extend their efforts to bolster these programs, which include school teams and nonprofit organizations, through networking opportunities, apparel and gear donations, and financial support.
Eastside Golf Invitational
Eastside Golf’s annual charitable event, the star-studded Eastside Golf Invitational, entering its third year, will now become the annual fundraiser for the Eastside Golf Foundation. Over the last two years, the event has raised more than $100,000 for Morehouse College. To learn more about the Eastside Golf Foundation please visit eastsidegolffoundation.org.
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.
About the Eastside Golf Foundation
The Eastside Golf Foundation seeks to eliminate barriers in golf while moving the sport forward in greater inclusivity and excellence. We serve to inspire the next generation of golfers and empower its leaders by supporting and creating opportunities for education, access and excellence in the game.
For more information, please visit eastsidegolffoundation.org.
Media Contacts:
Erica Annon / erica@androbin.co
Colin Hass-Hill / colin@androbin.co
Footnote: Golf Participation Growing and Diversifying
