Apparel innovation with elevated colour direction and continued Drive Pro Clone success sets tone for landmark SS27 season

Under Armour Golf has officially opened sell-in for its Spring Summer 2027 collection, building on significant momentum across both apparel and footwear categories as the brand continues to strengthen its position within green-grass retail.

Following record growth in footwear market share during Q1 2026 and celebrating 10 consecutive years as the No.1 men’s apparel brand in the UK market, Under Armour Golf enters SS27 with what it believes is its strongest Spring Summer collection to date.

Designed to offer retailers a complete multi-category solution across apparel and footwear, the SS27 collection combines technical innovation, modern styling, exceptional margin opportunities and elevated merchandising stories throughout the season.

“This is a hugely exciting season for us and for our retail partners,” said Richard Palmer-Jones from Under Armour Golf.

“The early reaction to the new collection has been exceptional. From apparel through to footwear, layering and accessories, we believe this is the most technically advanced and performance-led head-to-toe range Under Armour Golf has ever brought to market.

A major focus for SS27 is the continued evolution of Under Armour Golf apparel, with the new Drive Polo Collection already receiving outstanding feedback during early previews.

Building on the success of ArmourDry, the Drive Polo Collection introduces refreshed colour direction, elevated prints and cleaner merchandising stories designed to help retailers create a fresher and more impactful in-store presentation throughout the season.

Seasonal colour stories including Silica Green, Blithe Pink, Kinect Blue and Misty Sky Blue allow the range to merchandise seamlessly across polos, layering and bottoms, creating multiple outfitting opportunities across the floor.

At the centre of the technical story is the evolution of ArmourDry, powered by updated UA Helix Technology. The updated construction delivers improved breathability, lighter overall weight and significantly faster drying performance, while maintaining the premium performance characteristics expected from Under Armour Golf.

The Drive Stripe Polo has already emerged as one of the standout pieces within the range, while the wider ArmourDry collection introduces elevated print executions and merchandising opportunities designed to work seamlessly alongside the broader Drive apparel offering.

The Drive Bottoms franchise also undergoes one of its biggest evolutions to date for SS27. Featuring UA Helix Technology for the first time, the updated bottoms collection introduces improved hand feel, refined waistband construction designed to contour more naturally to the golfer and elevated trims throughout, while maintaining the proven fits retailers and consumers already trust.

Layering also sees a major evolution for SS27, with updated lightweight quarter-zips and hoodies introducing cleaner silhouettes, refined construction details and stronger seasonal colour integration designed to create greater impact both in-store and on the course.

Alongside the expanded apparel focus, Under Armour Golf will continue to build on the success of the Drive Pro Clone footwear platform following exceptional sell-through performance so far in 2026.

New colour introductions and limited-edition launches will keep the franchise fresh throughout the season, while continuing to deliver the custom-fit performance that has established Clone as one of the standout footwear platforms in the market.

The wider footwear range also continues to evolve through the HB Tour and HB Hybrid franchises alongside the introduction of the new HB Sport model, which combines ripstop upper construction with modern off-course styling and on-course performance. Together, the collection provides retailers with a range designed to suit a variety of golfer tastes and price points, backed by continued marketing investment and elevated in-store presentation.

Under Armour Golf’s Spring Summer 2027 sell-in is now officially underway, with retailers encouraged to contact their local Under Armour Golf representative to experience the new collection firsthand.

Golf Datatech sell-through data, Q1 2026

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