TRUE Linkswear shouldn’t be a totally unfamiliar name to many avid golfers. The company began as a result of Ryan Moore (of NCAA Individual champion, US Am Champion, 5-time PGA winner, and 2016 Ryder Cup winner fame) and his brother, Jason Moore, feeling there was an issue that needed to be addressed in the golf industry. That issue was golf shoes. They felt that the golf shoe industry severely lacked the comfort, durability, quality, and innovation golfers really wanted. Feeling that shoe companies became complacent, the brothers knew they could do something better. Thus, TRUE Linkswear and the movement to make a shoe so comfortable you’d want to wear it 24/7 was born.
Following some immediate success at a “niche” level, TRUE started to develop a nice “cult” following and some strong industry buzz with their original zero drop and wider toe box designs. More and more players wanted to wear TRUE’s shoes as word got around about these new designs. After initial success, the pace of the golf retail industry would ultimately lead the brand to a place that the Moore’s felt didn’t align with their original intentions. This led to some major changes and a redirection of the brand – TRUE Linkswear 2.0, if you will.
The Beginning of TRUE Linkswear
To understand where TRUE Linkswear is today, I think you should understand how it all started. Ryan and Jason Moore grew up in a golf family and the game was very much part of their DNA. While both brothers chose different directions after high school, Jason would often caddie for Ryan in tournaments on the PGA Tour. As you can imagine, that led to a lot of miles being walked together and an increasing frustration in the quality of golf shoes. They both felt that the “typical golf shoe model” resulted in manufacturers making unnecessarily uncomfortable shoes that fell apart easily and lacked innovation.
Motivated by their own experiences and passion for the game, the Moore brothers took matters into their own hands. They put together a team and created TRUE Linkswear. Although the Moores had no prior experience in golf shoe design, they set off to create a versatile shoe that felt natural and comfortable. More importantly, this shoe could be worn on and off the course by any golfer at any level.
TRUE first introduced a handful of models that were unlike anything else in golf, just as they had hoped. The shoes had wider toe boxes and zero drop heels that made for a more comfortable walking and playing experience. Unfortunately, though TRUE had some immediate success, they would experience significant growing pains. These growing pains led to struggles, frustration, and an all-in commitment to change.
Straying From Their Roots
Around 2016, Jason and Ryan Moore had realized that TRUE Linkswear was straying from its roots. TRUE had started with the intention to proactively create innovative and comfortable shoes for the walking golfer. However, they now found themselves going in a completely different direction. TRUE had become more focused on meeting the needs of big box retailers rather than the innovative shoes they felt their customers craved. TRUE Linkswear had lost its way and the Moores knew something had to change. Fortunately, the brothers came up with a plan to save their brand.
Making Changes
The first major step for Jason and Ryan to get TRUE Linkswear back on course was to gain full control of the business. They did so by acquiring the business from the previous stakeholders around 2017. After straying from their roots, they knew they would only be able to move forward if they were in full control. They had to be able to do things their way. Once acquiring the business, they removed all the unsustainable product lines produced by the old business. Shortly thereafter, the brand went completely dark to fully rebrand and retool the business.
The business itself relocated up to Tacoma, WA, removed all pre-existing SKUs, and TRUE pulled out of all big box stores. Basically, TRUE Linkswear hit the reset button to start fresh and restore the philosophies the Moore brothers originally intended. Later in 2017, TRUE would reemerge and launch two new shoe models based on their original concepts from 2009 – comfortable and durable shoes with innovative technology. Those two models were the Original and the Outsider.
All of these changes translated into almost immediate results for the brand. With the two “post-blackout” models, TRUE saw the faithful returning as if they never left. The Original model specifically was a hit due to its resemblance to the first TRUE shoe with its wider toe box, zero drop heel, and similar colorways. It was a great reminder of where TRUE started, but a clearly sign of evolution and what was yet to come.
TRUE Linkswear Today
Since hitting the reset button, TRUE Linkswear has continued to grow and stay true to their roots. Their “business to consumer” model helps them stay in touch directly with their customers and generate thoughtful feedback. TRUE is able to use that feedback, along with sticking to their game plan of “high quality, high performance, and versatile comfort,” to proactively create exactly what the walking golfer wants. More importantly, they make the customer feel like an integral part of the brand. As a result, the shoes are better than they’ve ever been. In turn, TRUE Linkswear has a more loyal customer base than ever before and that point isn’t lost on them.
The Future For TRUE Linkswear
Speaking with Brandon Wallach, VP of Marketing at TRUE Linkswear, I got an idea of what the future holds for the brand. They aren’t trying to take over the world, but they plan on sticking to their game plan to give the golf world something different. They’ll continue to “design, produce, and innovate shoes that are industry leading in comfort, performance, and technology directly for the people. Even people outside of golf resonate with our mission, and considering the versatility of our shoes (you don’t need to golf to wear them), we’ll continue to grow and cultivate our following in and outside of golf.”
Additionally, TRUE Linkswear plans on continuing to partner with other brands and organizations. TRUE has had success partnering with brands like Linksoul and Topgolf to expand their audience and offer limited edition shoes. TRUE has also recently teamed up with the National Multiple Sclerosis Society to offer a limited TRUE Knit to raise money for a great cause.
The Moore brothers seem to have successfully revived TRUE Linkswear and set the brand on the right path. Furthermore, TRUE will have more ways to involve their customers in sharing their passion in 2020. If you haven’t already, it’s a good time to jump on the TRUE Linkswear bandwagon.
