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the hole story
SWAG started with 4 friends in a 2,500 square foot unit in Northbrook, Illinois, with the idea of making badass putters and headcovers unlike the world has ever seen. Over the course of the next several years, SWAG continued to design products that challenged the status quo of the golf industry. Designs centered around skulls, playing cards and nostalgic pop culture, using neon thread and materials, and always adding a pair of sunglasses when possible made SWAG what it is today.
ON THE TOUR
SWAG putters have taken the Tour by storm with SWAG tallying 5 professional wins across the PGA Tour, Korn Ferry, and LPGA, including a major at the Women's Open Championship.
RYDER CUP
In the summer of 2021, Niki Stricker, wife of then Ryder Cup captain Steve Stricker, reached out to Nick requesting SWAG design headcovers to present as a gift to the U.S. Ryder Cup team.
BEYOND GOLF
SWAG entered into licensing partnerships with sports giants like the MLB, WWE and, most recently, the NFL. Outside of the major leagues, nostalgic players like Street Fighter, Kool-Aid, and Topps have also partnered with the SWAG.
I knew we were making cool products, but sometimes the chase of the product is as important as the product itself. It certainly created a buzz around SWAG.
— Nick Venson
Milestones Timeline
2018
WHERE IT ALL STARTED
January - SWAG Golf is teased at the PGA Show. A small booth with a single putter and cover on display got the golf world talking
April - Launched at Midnight on April 1 and sold through entire inventory in less than 24 hours
December - A new holiday tradition started with Swagmas 12 days of drops
2019
GAINING MOMENTUM
January - Signed Kevin Streelman to first PGA Tour putter deal
June - First Professional win with a SWAG putter by Rhein Gibson on the Korn Ferry Tour
July - Don't Give A Putt, the tour concierge launched
October - Released the first Defaced Halloween themed covers
2020
KOOL COLLABS
March - Acquired headcover manufacturer EP
July - Dropped our first collection with Major League Baseball and Kraft Heinz
2021
RYDER CUP TAKEOVER
June - Dropped an Adam Bomb with the release of Garbage Pail Kids
August - Anna Nordqvist won the Women's British Open with the Handsome Too Putter
September - Team USA won the Ryder Cup using SWAG Headcovers
2022
ENTERING THE WORLD OF SPORTS
May - Entered the F1 space with an exclusive collaboration with McLaren Racing
June - Opened retail store Cubs Golf by SWAG at Wrigley Field
December - SWAG goes macho with WWE
December - Signed PGA Tour player Nick Hardy as a SWAG ambassador
2023
ROLLING IN THE CASH
February - Rhein Gibson won Astara Golf Championship on Korn Ferry with The Boss
February - Dye packs were deployed on the Presidents' Day Almighty Dollar Bill 3.0 covers
April - Nick Hardy won his first PGA Tour Tournament at the Zurich Classic using a prototype Handsome One Putter
2024
FROM THE COURSE TO THE SCREEN
April - Premiered SWAG Showdown featuring Nick Hardy and Paige Spiranac vs. Riggs and Trent from Barstool's Fore Play Podcast
July - Headcovers featured on Uncle Jimmy's bag in Season 3, Episode 9 of The Bear on FX
WHAT'S NEXT
Fast forward to 2024 and SWAG now employs over 150 people nationwide. As the company has evolved, so has the idea of creating covers for everyone, not just those in the know. The Core Collection caters to new buyers, while specialty, more limited drops through both SWAG and Don’t Give A Putt concierge continue to thrive with the collector community. Nick Venson vouches that, “we can’t show all our cards, but we can assure you that there is a lot more to come in 2025 and beyond from the brand that literally changed the game just 7 years ago.”
