California-founded golf and lifestyle clothing brand to connect with leading golf venues and international tour operators
Elevate Golf has announced Johnnie-O as a Premium Partner for its 2026 event, adding the American golf and lifestyle clothing brand to its growing partner line-up.
Johnnie-O will join a collection of the world’s finest golf courses, resorts and accommodation providers alongside carefully selected international tour operators for a programme of pre-arranged business meetings, networking events and golf.
Taking place from October 25–30, this year’s event will open with an exclusive familiarisation experience in Northern Ireland before moving to St Andrews for the business and networking centrepiece of the week.
Founded by John O’Donnell in Santa Monica, California, in 2005, Johnnie-O began with a four-button, pocketed polo shirt carrying its distinctive surfer logo. The brand has since developed a full range of men’s, women’s and boys’ clothing, combining East Coast classics with relaxed West Coast style.
Golf remains central to the business, with performance polos, outerwear and clothing designed for use on and off the course. Its PGA Tour ambassadors include J.T. Poston and Jake Knapp, while its growing international retail network includes golf shops across the UK, Ireland, continental Europe and further afield.
The partnership with Elevate Golf will give Johnnie-O the opportunity to meet club and resort representatives as it continues to develop its international business. The brand works closely with retail partners to select collections suited to each venue, customer and market, with support including product imagery, in-store materials, staff training and launch activity.
Leanne Thorpe, director of Elevate Golf, said: “Johnnie-O has a strong connection with golf and a clear understanding of what golfers want to wear, both on the course and in the clubhouse. We look forward to welcoming the team to Elevate Golf and introducing them to club and resort representatives from across our international network.”
The third edition of Elevate Golf will begin at Galgorm Resort in County Antrim, where delegates will experience Northern Ireland’s renowned hospitality and play several of the country’s leading links courses, including Royal Portrush, Royal County Down, Ardglass, Castlerock and Portstewart.
Following the opening programme, attendees will travel to St Andrews, Scotland, by private flight, where the event concludes with scheduled business appointments, networking events and further golf.
For more information, visit www.elevategolf.net.