Barefoot-Feel Golf Shoe Brand TRUE Acquired, Founded by Former PGA Tour Pro

On September 17, American golf footwear brand TRUE linkswear (hereinafter referred to as "TRUE") announced that it has received a strategic equity investment from leading golf headwear and apparel manufacturer Paramount Brands. Specific financial terms were not disclosed.

TRUE was founded in 2009 and is headquartered in Tacoma, Washington. The core design of its shoes is: zero drop (heel and forefoot at the same height), wide toe box, lightweight and flexible, with a "barefoot-like" comfort, and products that transition seamlessly from the course to everyday wear.

Founded by Ryan Moore, a professional golfer with 5 PGA Tour victories, and his brother Jason Moore, the idea originated when Ryan felt that traditional golf shoes were too narrow, too stiff, and uncomfortable while playing at the club, and Jason, as a caddie, felt the same. Jason drew inspiration from the book Born to Run, which tells the story of indigenous tribes running long distances barefoot, and referencing the minimalist running shoes on the market at the time, developed minimalist golf shoes that were closer to a "barefoot feel." Ryan then began wearing their prototype shoes in major tournaments.

The two brothers have clear roles in the brand: Jason is CEO and creative director, mainly responsible for product and brand direction; Ryan is deeply involved in testing, R&D, and actively builds relationships with tour players, resorts, and event venues.

Above, from left to right: Ryan and Jason Moore

Since 2022, TRUE has gradually launched a full range of products including pants, polo shirts, golf hats, etc., with a design philosophy of "wearable on the course and in daily life." The brand's golf shoes are priced at $179–$325; apparel products are priced at $99–$125.

According to TRUE's official website, its brand ambassadors include: Chinese-American player Dylan Wu, legendary female golfer Christina Kim, and others.

PitchBook data shows that since its founding, TRUE has raised approximately $18.4 million, with investors including private equity firm KarpReilly, Old Tom Capital, Later Stage VC, and others.

Above: TRUE linkswear's headquarters studio in Tacoma, Washington

The investor in this transaction, Paramount Brands, is a golf headwear and apparel manufacturer with a century of history, founded in 1916. Its brands include:

• Flagship brand Imperial, focused on premium golf headwear, apparel, and accessories;
• Golf lifestyle brand Back 9;
• Winston Collection, a brand mainly serving high-end headcovers, towels, and leather accessories for the green course;
• Custom golf headwear brand Pukka;
• Golf belt and accessory manufacturer J.T. Spencer, etc.
• The company also holds manufacturing and licensing operations for brands such as Nike, Peter Millar, Tommy Hilfiger, Vans, and Adidas.

In 2021, Paramount Brands was acquired by CPC Management LLC, a family investment company based in Kansas City, USA.

Jeremy Davis, CEO of Paramount Brands, said: "TRUE dared to challenge tradition and redefined the possibilities and standards of golf footwear, thereby winning a large and passionate following. We are very optimistic about the brand and the team behind it."

After the transaction is completed, TRUE will continue to operate independently, retaining its existing team and facilities.

| Source: official press release, golfweek, sgbonline

| Image source: brand official website