Eastside Golf has announced it has closed a $3.4-million seed round led by EP Golf Ventures, an investment partnership between the PGA of America and Elysian Park Ventures.

The investment will help Eastside Gold grow as it launches new product lines and fashion to change the conversation around golf. Founded in 2019 by former Morehouse College golf teammates Olajuwon Ajanaku and PGA of America golf professional Earl Cooper, the brand uses its apparel line to change perceptions around golf.

“Earl and Olajuwon have done what no one has been able to do before — create a brand rooted in golf that resonates outside of the sport to bring in new audiences to the game. Not only are they masters at capturing the cultural zeitgeist, but they have also developed an innovative business which we believe has the capacity for immense growth,” said Jay Adya, managing partner of Elysian Park Ventures and EP Golf Ventures.

Over the last two years, the company has reported 600 per cent year-over-year growth. This year, Eastside Golf is planning to launch a wholesale and women’s apparel line and host new golf events, doubling its pop-up market presence.

It also plans to host its second-annual Eastside Golf Invitational during New York Fashion Week and debut its Spring Forward collection at its first-ever booth at this year’s PGA Show in Orlando from Jan. 24-26.

“Eastside Golf has developed a culturally relevant brand that is bringing a new audience into golf and helping to usher in a new future of the game,” said PGA of America CEO Seth Waugh. “Earl and Olajuwon have a unique combination of creativity, deep roots in golf and an ability to organically tap into the cultural conversation. The PGA of America is deeply committed to investing in the evolution of the modern golf culture and inviting and cultivating a broader participation in golf. We look forward to supporting Eastside Golf’s continued efforts to make the game more welcoming to everyone who wants to play or be involved.”

Additionally, Eastside Golf will support five Community Golf Days in Augusta, Georgia.; Jacksonville, Florida.; Detroit, Memphis, Tennessee, and Atlanta to bring new players to their local courses to play, connect with others and experience the fun of the game at no cost.

“Our goal in creating Eastside Golf is to show people that you can be yourself and you don’t need to look a certain way to play the game,” said Earl Cooper, PGA, co-founder of Eastside Golf. “The future of the game exists outside of the golf industry. We’ve been able to tap into the culture to change the perception of the sport and grow the game for future generations. As a PGA of America Golf Professional, I’m especially honoured to have the support of EP Golf Ventures as we enter into our next chapter.”

Previously, Eastside Golf was profiled in Hulu’s “Grails: When Sneakers Change the Game,” a six-episode docuseries on how Ajanaku and Cooper are driving social and cultural change in golf. The company has also donated at least $150,000 to support the Morehouse golf team.

“The goal with Eastside Golf is to change how people around the world view the sport,” added co-founder Olajuwon Ajanaku. “Our logo is not what you’d expect from a traditional apparel line rooted in golf — a Black man wearing jeans, a sweatshirt and gold rope chain, swinging a club. And that’s the goal. We want to inspire confidence but also promote authenticity by showing that everyone can enjoy the game of golf, no matter who you are.”