Chicago, IL — GMS Agency, a global and full-service marketing agency specializing in golf, announces a new partnership with J.Lindeberg, the Scandinavian apparel brand that bridges high-performance golf wear with premium fashion.
Through this strategic partnership, GMS’s North America team, based in Chicago, IL, will provide and lead on international public relations and marketing consultancy services for J.Lindeberg. Based in Stockholm, J.Lindeberg aims to scale its iconic blend of lifestyle and performance, establishing its fashion-forward golf aesthetic as a leading force on the world stage.
In 2026, J.Lindeberg will be celebrating their 30th anniversary and unveil a refined lifestyle vision that bridges sport, fashion and culture. The brand will strengthen its connection between style and high performance functionality across golf, ski, racket sports and everyday life.
“J.Lindeberg embodies progression and innovation in the golf fashion space and we are poised to tell their story to a golfing audience,” said Sam Elder, global co-CEO at GMS Agency. “It’s a particularly proud moment for our North America team, and timely as we open our Chicago office this month.”
J.Lindeberg joins the strong GMS Agency client roster which includes Bernhard and Company, BGL Golf, Cabot, Chart Hills Golf Club, Close House, ECCO Golf, Foremost Golf, Golf Pride, Husqvarna, La Reserva Club, Laguna Phuket, Loch Lomond Whiskies, Nespresso, Nippon Shaft, The PGA of GB&I, Shot Scope, Solheim Cup, The R&A, Toptracer, PING, PING Apparel, Princes Golf Club, Royal Liverpool Golf Club, Sotogrande SA and Viya.
In 2025, GMS won ‘Agency of the Year’ at the Sports Business Awards, one of the most prestigious honors in the United Kingdom’s sports industry. In 2026, it will continue growing its footprint in Asia, Europe, and North America as they represent the largest golf markets in the world. The agency also looks forward to delivering first rate service to its existing and new partners alike.
About GMS Agency
GMS Agency is a global marketing and consultancy agency dedicated to the golf industry, with offices in London, Lisbon, Chicago, Dubai and Seoul. With a focus on innovative strategies and unparalleled expertise for the golf’s most revered brands, GMS partners with world-class destinations, brands, governing bodies, and events to elevate their presence and impact in the market. To learn more, please visit https://gmsagency.com/.
About J.Lindeberg
Founded in Stockholm, Sweden, in 1996, J.Lindeberg was born out of an idea to inject style and energy to golf by changing how players all over the world dress, on and off the course. Since then, the brand has evolved into a global sportswear lifestyle brand.
Regardless of the season and collection, J.Lindeberg makes a dent in conformity by bridging fashion and sports. This is our promise – and it is manifested in sophisticated, edgy and comfortable products for the modern active lifestyle.
Today, J.Lindeberg can be found in more than 35 countries. There are 157 J.Lindeberg stores in many of the world’s major fashion capitals, including Copenhagen, Hong Kong and Shanghai, with showrooms in Stockholm, Oslo, London, New York, Munich, Salzburg, and Zürich. Wholesale distribution covers close to 2000 stores, including the leading high-end department and specialty stores around the world. To learn more, please visit https://www.jlindebergusa.com/.
