US Open 2022: Everything you need to know about pop-up named Cheekily to compete with Pro Shops | Golf equipment: clubs, balls, bags

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The idea is deceptively simple: four walls containing a kind of anti- or quasi-pro shop. These are smaller scale, highly selected, independent brands available for a limited time and offering everything from menswear to golf accessories, neatly packaged in a cool, sunny atmosphere. “The Pro Shop,” as it’s cheekily called, features a thoughtful collection of designers and will run in tandem with the US Open in Brookline, Mass., through June 20. The last wink? It is located in The Street in Chestnut Hill, an open-air shopping district which is 400 meters from the gates of the Country Club, where The Open rages.
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Despite its conventional name, this pop-up is much more a love letter to golf and its clothing inventions than anything else. Dan Sullivan, the architect behind the store and founder of one of the star brands, SOLO Golf, said the main idea is to exhibit.

“I’m very excited to show the wider golfing audience coming to the US Open what’s out there in terms of golf apparel,” Sullivan said. “The store is upscale and modern, which you don’t always find in a traditional professional store.”

This expansion of non-traditional golf apparel and shopping experiences has been a common theme in golf over the past few years, with more and more brands getting involved in experiential marketing like pop-ups, Instagram campaigns and other community movements. Typically, the products involved in these activations fall into the streetwear realm and are very focused on men in their twenties. Sullivan’s efforts are notable in the wide range of brands included to reach many types of golfers.

In addition to SOLO, brands featured include Students, Fiori, Latrobe, Uncommon, Abendroth, Sentinel and North Coast Golf Co. The brands each have their own identity and purpose to add to the store, including stylish layering pieces and all-rounders from SOLO, carefully designed women’s pants from Abendroth and high-end running accessories from Uncommon and Sentinel, for example.
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“Our intent in selecting the brands was to bring together a collective group of unique perspectives on golf or golf-influenced apparel and accessories,” Sullivan said. “We have everything from appropriate menswear to streetwear represented in the store which is great for shoppers.”

The regular commercial part of the pop-up, which will be open daily from 10 a.m. to 7 p.m., the store will also serve as a social center. Each evening will feature a different event, from get-togethers with Fliers Club members to panels on golf’s intersection with skateboarding culture, or a discussion on inclusion and accessibility in sport, led by the minds behind Group Golf Therapy.

And behind the aesthetic layout and busy social calendar lies a thesis: what if pro shops embraced some kind of groundbreaking innovation and thought of themselves more as “shops” focused on the customer experience? It’s a “challenge” Sullivan issues to fashion and golf retail thinkers. But for now, The Pro Shop is looking to celebrate.

“There are so many creative brands doing their thing,” Sullivan said, “and we wanted to give shoppers a little taste of that.”

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