our first shoe to the public in 2010, with no idea if it would sell. They sold quite fast and we thought we might be onto something and if other people are resonating with this, let’s keep it going. We were really proud of the products” GROWING PAINS But they quickly found out that not everyone appreciated those original shoes. “We realized not everyone has the same exact food shape or preferences, taste in style, or features required,” says Jason. “What some people find comfortable, others don’t. So, as we’ve evolved, we realized different golfers need different types of fits, feels and styles. With more customers now, we continue to serve that same barefoot style shoes with our OG lineup. And that’s going to be in our line forever. But we’ve also built more lifestylebased footwear for people who don’t spend all day walking around on soft turf. Maybe you’re on concrete or traveling, or working in an office. We have footwear designed for that audience. And our Tour Performance Collection is inspired by feedback from our PGA Tour ambassadors, investors and owners.” They have since expanded their products well beyond shoes – always believing that if they had a selfish desire for a product that didn’t exist, they should try to build it. For example, TRUE’s pant collection was inspired by the fact no one was making rugged lifestyle, versatile pants that had water-repellent tendencies. “We play a lot of golf in the rain up here in the Pacific Northwest, and wearing rain pants isn’t any fun,” says Jason. “We made super lightweight, breathable stretchy pants that look good “Ryan and I started working on these concepts and consulted expert podiatrists who were key to helping us understand the benefits of zero-drop footwear with wide toeboxes,” recalls Jason. “It was a mental breakthrough. Fortuitously, we got connected with a couple of guys who had an idea of starting a minimalist golf shoe company and we all came together. From those meetings, we created some prototypes and samples. The whole first generation of footwear was based on this idea of barefoot style footwear with a wide toe box, anatomically shaped, lightweight, flexible sole and zero drop – meaning it’s level from heel to forefoot. Our first styles were built around those five key frameworks.” And TRUE linkswear was born. At that point, they had no intention of starting a shoe empire. They just wanted to make a product that didn’t exist and found a factory to produce a prototype. Ryan started wearing it during rounds and said his feet felt amazing. After he wore it in tour events, the Moores realized they needed to come up with a business plan. “In the early stages, it was a lot of guesswork and experimenting,” recalls Jason. “We released
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