enough to wear to the office or to the course but also repels water.” PUSHING FORWARD In 2024, customers have seen expanded offerings across TRUE’s product line, including the Lux G – the perfect dichotomy of a shoe that’s both waterproof and easy to clean while remaining breathable, lightweight, and flexible – and the FS-Tour, a modern take on the American wingtip, featuring waterproof topgrain oiled Napa leather upper on top of TRUE’s tour-tested sneaker sole to create a natural blend of style and signature TRUE comfort. The new OG Cush, however, brings TRUE’s barefoot/zero-drop innovations full circle and into the next generation. The first redesign of the OG footwear platform that put TRUE and the Moores on the map, the OG Cush has the stylish appearance of a fashion-forward athletic-sneaker still upper and ample cushion for unrivaled comfort. All of that design, though, is the Trojan Horse concealing TRUE’s signature zero-drop, wide toe box comfort and performance in a lightweight shoe that looks great on the course, on the town, or in the office. All day comfort takes a giant leap forward with this bold redesign of TRUE’s original shoe platform. OWNING THEIR ROLES It’s clear that each Moore knows his own role at TRUE. Jason is the creative director behind products and the brand, with a passion for the golf community and golf footwear. And Ryan checks in daily, running a lot of research and development testing, providing feedback on products, coming up with new product ideas, connecting the brand with more Tour players to wear TRUE, and cultivating connections with resorts and event venues. “He’s not just a brand evangelist, he cares about the products that we release,” says Jason. “At one point I built three new models. And he called me one day and asked if I would wear all three. I said I’d only wear two and don’t actually like the third one but somebody probably would. He quickly asked why we would make that third model then. That’s been a guiding ethos moment for our company. If we wouldn’t wear it or recommend it, then why would we produce it? I think that’s a huge differentiator when you compare our approach to other brands who put out products solely because of revenue targets or just to have a spring announcement. We’ve avoided that kind of mindset. If it has a TRUE stamp on it, that’s only because we actually think it needs to exist.” Golfin’ Around 40
RkJQdWJsaXNoZXIy MTQ2Nzk4