How Eastside Golf Redefines Golf With Contemporary Design and Inclusivity
Executive Summary
Shopify Masters episode in which the host talks with Olajuwon Ajanaku and Earl Cooper, founders of Eastside Golf, a golf apparel and accessories brand that mixes streetwear with the sport. Olajuwon says he was raised on the golf course in East Atlanta, met mentors there, and created a logo to sponsor himself when he could not find sponsors while working in commercial finance for eight years. He says Earl told him to put it on a T-shirt, he was stopped 120 to 130 times downtown in Detroit, and he shipped the first 3,000 orders from his apartment. Earl says the brand removes barriers, so you do not have to play golf to wear it, like wearing Jordans without playing basketball. The description also mentions getting kids involved in golf. Shopify, which produces the show, is the sponsor named in the description. PARTIAL COVERAGE: the captions cover roughly the first 11 minutes of the 34 minute episode, so later topics are not summarized. All claims are the founders' own and are not independently checked. Nothing here is financial, legal or medical advice.
Key Takeaways
Raised on the course
Olajuwon says he was raised on the golf course in East Atlanta and met judges, lawyers and entrepreneurs who became mentors.
Often the only one
He says at junior tournaments he was usually the only Black player on the course.
A logo to sponsor himself
He says he made a logo because he could not find sponsors and wanted to turn pro.
Put it on a T-shirt
He says Earl told him to put the logo on a T-shirt, and downtown in Detroit he was stopped 120 to 130 times.
First 3,000 orders
He says he shipped the first 3,000 orders from his apartment himself.
Remove barriers
Earl says the brand removes barriers so everyone can define what golf is to them.
You do not have to play
Earl says you do not have to play golf to wear Eastside Golf, like wearing Jordans without playing basketball.
The Conversation Breakdown
Raised on the course
⏱ Untimed topicOlajuwon says he was raised on the golf course in East Atlanta and met judges, lawyers and entrepreneurs who became mentors.
Often the only one
⏱ Untimed topicHe says at junior tournaments he was usually the only Black player on the course.
A logo to sponsor himself
⏱ Untimed topicHe says he made a logo because he could not find sponsors and wanted to turn pro.
Put it on a T-shirt
⏱ Untimed topicHe says Earl told him to put the logo on a T-shirt, and downtown in Detroit he was stopped 120 to 130 times.
First 3,000 orders
⏱ Untimed topicHe says he shipped the first 3,000 orders from his apartment himself.
Remove barriers
⏱ Untimed topicEarl says the brand removes barriers so everyone can define what golf is to them.
You do not have to play
⏱ Untimed topicEarl says you do not have to play golf to wear Eastside Golf, like wearing Jordans without playing basketball.
Core Frameworks & Ideas
Solve your own problem - Olajuwon's origin
Build the thing you could not find, here sponsorship.
Test on the street - Olajuwon's logo test
Wear it in public and count the questions.
Greatness as the draw - Earl's Jordan comparison
Sell the spirit of the sport, not only the equipment.
Actionable Next Steps
- ✓Test your logo or idea by showing it to strangers and counting the reactions.
- ✓Ask who is excluded in your industry and how your product could welcome them.
- ✓Start with the small run you can ship yourself.
- ✓Treat the founders' stories as their own, not business advice.
Notable Quotes
“I was raised on the golf course”
“you need to just put that on a T-shirt”
“I started this brand because I was tired of being told no”
The One Thing to Remember
The Eastside Golf founders say a logo made to sponsor one golfer became a brand that welcomes everyone, and that they were tired of being told no.