TravisMathew, the premium golf and lifestyle apparel brand, has continued its expansion in the EMEA with the appointment of James Osborne as sales director for the region.
Osborne has a wealth of experience in the premium sportswear market having worked in the sector for more than 20 years – including in a senior sales role for global sportswear giant adidas – and he will bring deep industry expertise, commercial insight and a proven track record in building and leading high-performance sales teams to his new position.
His appointment underlines TravisMathew’s commitment to strengthening retail partnerships, delivering exceptional service and unlocking new premium growth opportunities across Europe.
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TravisMathew has achieved exceptional growth across EMEA in recent years, establishing the company as one of the most dynamic and fast-moving brands in golf. Osborne’s leadership will further accelerate this momentum, reinforcing the brand’s ambition to become a leading global force in both performance golf wear and lifestyle apparel.
Osborne said: “TravisMathew is a brand with huge potential across EMEA, combining premium product that’s ideal for golf with fashion-forward design that resonates far beyond the course. I’m excited to join at such an energising time and look forward to building long-term partnerships that deliver real value for our retail partners and help elevate the brand to the next level.”
Pacho Bedoya, senior director at TravisMathew EMEA, said:“James joins us at a time of real momentum for TravisMathew across the EMEA region. His experience, commercial mindset and ability to lead high-performing teams will be instrumental as we continue to strengthen retail partnerships and scale the brand. James understands what makes this brand special and shares our ambition to take TravisMathew to the next level across golf and lifestyle."
The details
TravisMathew has a well-earned reputation for bringing a fresh, laid-back energy to the market, inspired by Southern California style and built on a foundation of premium product, innovation and strong retailer collaboration.
The innovative brand recently launched a limited-edition golf shoe in collaboration with Guinness, bringing together two iconic brands with a shared commitment to craftsmanship, heritage, and storytelling.
Timed to coincide with this year’s Open Championship at Royal Portrush, the release of just 1,759 pairs pays homage to the year that Guinness was founded, with the shoe showcasing thoughtful detail, from stout-inspired design elements to custom artwork and packaging. Far from a typical co-branded drop, the collaboration was born out of genuine creative alignment and mutual respect, with both teams working closely to bring something culturally relevant to life.
The campaign celebrated a symbolic 1,759-yard hole and highlighted golf’s evolution from traditional sport to modern lifestyle. As golf apparel continues to be shaped by crossover influences from fashion, performance, and culture, TravisMathew sees partnership marketing as a powerful tool, not just to reach new audiences but to tell deeper, more meaningful brand stories.