The women’s golf brand redefining quiet luxury on the course will be at the Omni PGA Frisco Resort, July 28–30. Appointments are open now.
Lake Oswego, Oregon — Williams Athletic Club, the women’s golf apparel brand built at the intersection of quiet luxury and high-performance design, will exhibit at the 2026 PGA Buying Summit, July 28–30 at the Omni PGA Frisco Resort. The brand arrives in Frisco with its most intentional collection to date and a growing presence in some of the most prestigious clubs in the country. Founder Susi Proudman and her team will be on-site throughout the event and are looking forward to connecting personally with buyers and retail partners.
Williams Athletic Club was founded on a simple but bold premise: that the woman who plays golf seriously deserves apparel that takes her just as seriously. The brand sits at the convergence of refined aesthetic and high-performance design — pieces built with considered fabrications and elevated silhouettes that move seamlessly from the first tee to an evening at the clubhouse. It is a category the industry has long underserved, and one Williams Athletic Club is setting a new standard for.
The Spring/Summer 2027 Collection draws its inspiration from the gardens that define the summer social season — from the rose-filled borders of English country estates to the hydrangea-lined lanes of the Hamptons. The palette moves through Dusty Rose, Misty Mauve, and a confident Fuchsia, anchored by Cobalt, Legacy Navy, and White. The result feels optimistic, refined, and unmistakably at home on and off the course.
Collection Highlights
The Spring/Summer 2027 Collection brings a number of exciting updates across the range. Several of the brand’s best-loved silhouettes return in fresh seasonal colorways, giving loyal customers new ways to wear the styles they already rely on. A new outerwear style joins the lineup, continuing the brand’s tradition of elevated layering options. Fabric innovation takes center stage across a new pant and skort silhouette, pushing the brand’s commitment to performance dressing into new territory. A new polo developed directly in response to community feedback speaks to the ongoing dialogue between the brand and the women who wear it. And the hero piece of the season is a new skort that is sure to turn heads — a statement style that brings together technical performance and unmistakable flair.
Season after season, Williams Athletic Club continues to evolve in direct conversation with its community — refining fits, responding to feedback, and raising the bar on what women’s golf apparel can be.
“We are inspired by the evolving needs of our customer — and we aim to exceed her expectations,” said Susi Proudman, Founder and CEO of Williams Athletic Club. “I’m looking forward to being in Frisco, showing what we’ve built, and having real conversations with the partners who believe the women’s game deserves better.”
Appointments for the Summit are available now. Those interested in previewing the Spring/Summer 2027 Collection are encouraged to reach out directly to VP of Sales, Wayne Webster to reserve an appointment.
Schedule an appointment: wayne@williamsathleticclub.com
About Williams Athletic Club
Williams Athletic Club is a women’s golf apparel brand built at the intersection of quiet luxury and high-performance design. Founded by Susi Proudman, the brand creates elevated, technically considered pieces for the modern golfer — on the course and beyond. Williams Athletic Club is carried at some of the most prestigious golf and country clubs in the country. Visit us at www.williamsathleticclub.com
For additional information please contact: Media@WILLIAMSATHLETICCLUB.COM
