BOURBON, MO — Imperial, voted the #1 headwear brand for private and resort golf facilities for nine consecutive years by the Association of Golf Merchandisers (AGM) and reported as the “#1 headwear brand in the combined on- and off-course retail golf channels” by Golf Datatech, proudly announces a new partnership with the UNDERRATED Golf Tour as the Official Headwear Partner.
Founded by NBA 4x Champion and 2x MVP Stephen Curry, the UNDERRATED Golf Tour is designed to provide greater equity, access and opportunities for the next generation of golfers, with a focus on inclusion, and competitive excellence.
Through this partnership, Imperial will outfit participants and staff with premium headwear while collaborating on exclusive product collections and on-site activations throughout the Tour schedule. The partnership reflects Imperial’s continued investment in the future of the game—supporting emerging athletes and expanding the reach of golf to new audiences.
“Partnering with the UNDERRATED Golf Tour represents an exciting step forward for Imperial as we continue to evolve alongside the game,” said Jane Smith, VP of Marketing at Imperial. “The UNDERRATED platform is shaping the next generation of golfers, and we’re proud to be part of that journey by delivering headwear that performs at the highest level while giving players a way to express their identity both on and off the course.”
“This partnership is about more than product, it’s about connecting with a new generation of golfers in a way that feels authentic to how they experience the game,” said Jerry Biag, Director of Marketing at Imperial. “UNDERRATED is building a powerful platform at the intersection of sport and culture, and we’re excited to bring headwear to life through storytelling, style and moments that resonate both on and off the course.”
Imperial will introduce a series of UNDERRATED x Imperial headwear collections, featuring a mix of performance-driven styles and modern silhouettes inspired by the athletes and culture surrounding the Tour. Limited-edition releases will coincide with key events, creating unique product moments tied directly to the energy and storytelling of the competition.
“We’re excited to welcome Imperial as our Official Headwear Partner,” said Jason Richards, Athletic Operations Director for the UNDERRATED Golf Tour. “Their commitment to quality and innovation, combined with a shared belief in growing the game, makes this a natural fit as we continue to build opportunities for young golfers.”
In addition to on-course integration, Imperial will support the partnership through digital storytelling, athlete-driven content, and direct-to-consumer activations on imperial1916.com, bringing fans closer to the Tour through exclusive product drops and behind-the-scenes access.
This partnership further reinforces Imperial’s position not only as a leader in traditional golf channels, but as a brand actively shaping the future of the game through meaningful collaborations and cultural relevance.
About Imperial
Imperial is a consumer apparel brand founded in 1916 with design, marketing, manufacturing, and distribution capabilities. Imperial sells its products into several markets, including the direct-to-consumer (DTC), golf, corporate, and supply chain channels. Customers include the U.S. Open, PGA Championship, Open Championship, Ryder Cup, Presidents Cup, and Solheim Cup. Imperial also has manufacturing and licensing relationships with Nike, Peter Millar, Tommy Hilfiger, Vans, adidas and many other global brands.
Imperial products can be found at all Top 100 and over 75% of the Top 400 golf courses in the United States and has been voted the #1 headwear brand for private and resort golf facilities for nine consecutive years by the Association of Golf Merchandisers (AGM) and reported as the “#1 headwear brand in the combined on and off course retail golf channels” by Golf Datatech.
Imperial is also proud to fund the Imperial Foundation, a separate philanthropic organization committed to the growth and vitality of sports—especially the game of golf and those who support it—as well as the overall health and well-being of the people in the communities Imperial serves.
For further information please visit Imperial1916.com. Follow Imperial on Instagram at @ImperialHats.
About Underrated Golf
UNDERRATED Golf, established by Stephen Curry in 2022, is a purpose-driven platform committed to expanding equity, access and opportunity in the game of golf for student-athletes from underrepresented communities and female players. Inspired by Curry’s own journey as an overlooked athlete, the initiative celebrates the underdog while working to level the playing field in a sport where opportunity has historically been limited. Through a competitive junior golf tour, mentorship programming and career development initiatives, UNDERRATED Golf provides talented young golfers with a national stage to gain exposure, build meaningful connections and unlock pathways to success on and off the course. For more information, please visit www.underrated.golf, and connect on social media via Instagram, Twitter and Facebook.
Media contacts:
Jerry Biag
Marketing Director
jbiag@imperial1916.com
UNDERRATED Golf
Tom Dietz and Stephen Baruch
ThirtyInk@Midnight-Dawn.com
