How many black owned golf apparel companies do you know of? That was the question posed to Tarek (Ty) DeLavallade Founder and President of Deuce Premium based in Windermere, Florida. “We were recording a podcast and the question arose,” Ty said. “So I thought: How can we solve this problem? And “Why have black entrepreneurs failed to enter this market?” ”
With a golf apparel market valued at $ 4.25 billion in 2021 and just 46 black-owned golf apparel and accessory brands listed in the Black Golf Directory, there is certainly room for more. great representation of blacks in this industry. Ty explains, “I have discovered that it is the lack of capital, resources and knowledge that holds most of us back. He continued, “I had at least two of those three and figured out how to acquire the third through research.”
The 2019 launch of Deuce Premium featured cabretta leather golf gloves with color combinations that matched Divine Nine sororities and fraternities. This inaugural launch sold out within the brands first two months. The brand has garnered massive support from HBCU alumni, professional, semi-professional and novice golfers. “After the success of our initial launch, I needed to find funding to produce more. I have started everything up to this point. Since its launch, Deuce Premium has worked with investors to expand the company’s product line to include additional hats, belts, glove colors and the brand’s signature weekend duffel bag.
The global pandemic has not slowed the momentum or success of Deuce – Ty was able to build on the positive response from the launch by becoming the # 1 black-owned golf apparel and accessories brand in the PGA TOUR Superstore . One of the largest golf retailers in the United States with over 40 locations in 16 states. The luxury golf brand will be available in 19 stores nationwide and on the PGA TOUR Superstore website. “It’s a dream for me,” Ty said. “We are the first, but I hope we opened the door not to be the last.” In addition to Deuce golf accessories and apparel, PGA TOUR Superstore will also carry the brand’s line of luxury cigar accessories.
In the wake of this historic step come other notable partnerships for Deuce. Be named an alliance partner of the Steve & Marjorie Harvey Foundation, supporting the organization’s golf efforts as a sponsor. Also design the 1896 commemorative hat for players and partners of the John Shippen Invitational. Along with the men’s field winner, Tim O’Neal sported a Deuce Premium belt throughout the tournament.
Heritage and style are a driving force for Ty and Deuce Premium. In July, the brand launched its limited edition hats honoring the legacy of three black golf legends: Jim Dent, John Shippen and Jim Thorpe. Ty added. “It was my responsibility and my honor to design a commemorative hat to celebrate their contributions to the sport and, well… give them their roses while they’re still here.”
Deuce recently announced its current partnership with NBC Sports Group’s GolfNow and will be one of the first black-owned brands in GolfNow’s “Better Together” supplier diversity program.
Keep an eye out for this South Chicago guy because he’s just getting started.