Driven by excellence, WAAC understands that golfing success demands a harmonious blend of skill, determination, and exceptional gear. That’s why they’ve meticulously designed their products to empower golfers to excel in every swing. Continue reading to learn about WAAC’s origins, growth strategies, iconography, work with the Olympics, product offerings, and vision for the future of golf.
AGM: What inspired the founding of your company?
WAAC: Launched in 2016, WAAC is a golf apparel brand created “by golfers, for golfers.” The acronym WAAC stands for “Win At All Costs,” and it is derived from the idiom “wag it!” (skipping classes by cunning), embodying the spirit of a crafty child dreaming of victory. With the quirky idea of distracting the opponent to win, WAAC aims to reinterpret the conservative preconceptions of golf, making it a more enjoyable and healthy sport.
AGM: What sets you apart in a competitive market?
WAAC: From the beginning, WAAC has emphasized character, differentiating itself through unique materials, designs, and colors. Uncommon in the golf industry, the brand employs strong, distinctive characters in its marketing. Currently, WAAC is gradually expanding its business by creating YouTube content and cartoons featuring their character, Waacky, and producing merchandise to facilitate communication with customers. Additionally, rather than using professional models and well-known celebrities, WAAC’s promotional strategy focuses on golfers, reinforcing its identity as a performance brand genuinely dedicated to golf. By sponsoring the Korean golf team’s apparel for the Tokyo Olympics and continuing through to the Paris Olympics, WAAC demonstrates its loyalty and authenticity to the brand.
AGM: What materials do you use in your products and why?
WAAC: The most important aspect of golf wear is mobility. Like other golf wear brands, WAAC primarily uses functional materials characterized by keywords such as “stretchable,” “water-repellent,” and “quick-drying.” However, WAAC selects and uses only high-quality materials, all of which provide UV protection. For tops in particular, more than 90% of the products are tested to receive a UPF +50 rating, demonstrating the brand’s commitment to material quality.
AGM: What are your upcoming product launches or innovations that golf retailers should look forward to?
WAAC: WAAC puts significant effort into offering products that showcase the individual identities of female golfers. By incorporating innovative designs and details into golf wear, WAAC proposes a unique experience not found in other brands. WAAC’s distinctive look includes items that can be worn both on and off the course, such as jumpsuits and woven dresses, with the charming image of the WAACKY character being a key element appealing to many women. Unlike typical golf wear brands, WAAC introduces new graphic designs tailored to unique themes and concepts each season. For instance, instead of using the commonly associated palm tree for a “Miami Beach” theme, WAAC uses patterns that incorporate its character and slogan, presenting a completely new mood of Miami.
AGM: What’s your vision for the future of golf apparel?
WAAC: The future goal is to become a truly representative mega brand of Korea. While growing the current WAAC, the aim is to expand beyond golf apparel on the field to include kids’ and lifestyle casual wear, broadening WAAC’s product range to different occasions. Additionally, the brand intends to leverage its appealing characters to expand beyond retail into content and licensing businesses.
AGM: What feedback have you received from golfers that has influenced your product development?
WAAC: Since the Tokyo Olympics, WAAC has been sponsoring the golf national team uniforms. Feedback from athletes at the Tokyo Olympics has been used to enhance performance through improved materials and functionality. In terms of style, the designs incorporate motifs like the Taegeukgi (the Korean flag) to represent Korea’s best. The brand also supports strong, individualistic athletes, such as when it launched the “Bearded Wacky” character following the victory of bearded golfer Jung Chan-min at the Maekyung Open, which received positive reactions.
AGM: What impact has social media had on your brand’s growth and visibility?
WAAC: From 2021 to 2023, WAAC recruited a crew called “Waackys” composed of influencers, using them to promote key items and marketing activities each season. This approach made golf more accessible, familiar, and aligned with WAAC’s unique style, resonating well with younger customers. Also, social media content integrates memes and stories that appeal to young followers, increasing engagement among golfers in their 20s and 30s.
AGM: What message would you like to leave with AGM members about your brand and products?
WAAC: WAAC has entered the US market with eye-catching patterns and silhouettes that were previously unseen. Starting this year, the brand plans to promote its business expansion in the US golf market!
Conclusion
Driven by a spirit of wonder, excellence, and competition, WAAC’s unique designs and philosophy truly set them apart in the industry. AGM members are encouraged to learn more about WAAC by visiting their website at www.waacshop.com or contacting Won Chung at won.chung@kolon.com.
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