Fenix Golf Launches Sandy Lyle Collection

Rapidly emerging golf apparel brand, Fenix Golf, is making its US debut this week at the PGA Show in Orlando, Florida with the launch of an exclusive collection featuring two-time Major winner Sandy Lyle.

Initially comprising golf shirts, umbrellas and caps, the Sandy Lyle collection will expand to include sweaters, windbreakers and other items after the first products hit retail outlets throughout South-East Asia, the United States and United Kingdom at the end of April.

The breakthrough collaboration with Lyle, who won the 1985 British Open and 1988 Masters, positions Fenix Golf as a fully-fledged international golf apparel brand. It features a new Sandy Lyle logo with the St Andrews cross overlaying a flagstick and golf club.

Lyle himself will showcase his collection at the PGA Show when he attends the Fenix Golf booth #3989 on Friday. This Wednesday (January 23) he will wear one of the new shirts when he joins Gary Player on the David Feherty Show on the Golf Channel.

The polyester shirts, in up to seven different colours, feature maximum wicking, UV and anti-bacterial properties. They will be available in four styles - a signature stripe weave plus tartan, Argyle and Campbell designs that reflect Lyle's and the company's shared Scottish heritage.

"The Sandy Lyle collection spans all ages and lifestyles and reaches the highest quality of style, product quality and workmanship," says Fenix Golf's founder and managing director, Michael Moir. "It looks smart and wears well in all conditions. We will be making arrangements with distributors at the PGA Show for the range to be available in selected retail outlets this spring and summer."

Established in 2008, until now Fenix Golf has concentrated its marketing and retail activities in Asia where its custom-made products have established a strong and growing market niche.
Already, Fenix Golf is the official apparel supplier to eight Asian Tour events, three European Senior events and the Thailand Golf Association, as well as supplying product for numerous corporate clients in Asia.

As well as Sandy Lyle, 16 Asian and European Tour players - including Australia's Scott Hend, Ross Bain of Scotland, Javi Colomo of Spain, Brazil's Lucas Lee and Adilson Da Silva and Thai stars Wisut Artjanawat and Chawalit Plaphol - are wearing Fenix clothing. Stephen Gangluff is sponsored on the US PGA Tour and Bronson La Cassie on the Web.com Tour.

Michael Moir has set the company's sights on expansion into North America, the United Kingdom, Europe and other markets. Rather than a mass-market approach, he says the company aims to establish retail arrangements in pro shops at premium courses worldwide.

Full distribution partners are now in place throughout Asia as well as in the US, Canada, Australia, Saudi Arabia, Kenya and Uganda. The company's head office is in Bangkok with another office in Singapore.