Golf Business News – Stromberg teams up with SAS: Who Dares Wins star to launch AW24 clothing range

In his 20-year special forces career Jason Fox has worked in some of the world's most hostile environments – but nothing compares to his latest challenge – winning the game of golf.

A partnership with a golf brand Stromberg to present the Autumn/Winter Fox collection, one of Channel 4's leading series presenters SAS: Who's Brave Succeedsset the collection on its journey to the iconic Land's End in Cornwall, which is famous for having the worst weather in Britain.

In fact, it is Britain's infamous weather that Fox believes is the key to Britain's success on the fairway and in the armed forces.

He explained: “Britain produces the best soldiers in the world because we train and learn to operate in the worst weather conditions. And if you can operate there, then when you are on the machine everything falls into place.

“It's the same with the golf course. If you can catch the game when it hits the ground – then it's blue skies and the sun is up, it's a breeze. This new Stromberg collection offers the highest all-weather protection – so there's no reason not to go off-road.

“Golf is a wonderful challenge but we have to put in the effort. I would consider reducing my disability as much of a challenge as training the SAS.”

Practicing his skating on the rocks and hills bordering the famous Land's End, Fox wore the latest Stromberg A/W gear, including Bandit Waterproof Jacketconstructed using the brand's most water-resistant and breathable fabric, and Visit Classic Waterproof Golf Shoes, including variable drag to provide flexibility for courses.

The launch follows news that the average number of rounds played per course in the UK has fallen by 8% nationally by 2024 due to persistent wet weather. Overall, the Midlands and the North of England were the worst affected, with 12% and 13% fewer rounds respectively being played in these regions.

Golfers can extend the season into the winter months thanks to Stromberg's new autumn launch, exclusively stocked in-store and online at American Golf, the UK's largest golf retailer.

Designed for golfers, by golfers, the collection of accessible golf clothing is enhanced with unrivaled 'WeatherTech' waterproof technology, supporting an unwavering commitment to producing performance-oriented clothing accessible to all golfers.

Highlights of the Stromberg AW24 range:

Bandit Waterproof Jacket (£99)
It is assembled using highly waterproof and breathable Stromberg fabric (20000mm/10000g/m²r) and paired with taped seams and waterproof zippers to provide maximum protection from the rain without sacrificing freedom of movement on the course.

Weather jacket (£80) and Weathertech Trousers (£59.99)
The WeatherTech Jacket is an excellent weather jacket, complete with taped seams and waterproof zips for all-round protection. Paired with the WeatherTech Trousers, which offer a sleek design, water resistance, breathable membrane, and thermal lining, this combo ensures warmth and comfort in every hole and technical stretch for unrestricted movement.

Kick Quilt Jacket (£59.99)
For colder conditions, the Kick Quilt Jacket combines thermal stretch fabric with padded panels, keeping golfers warm while looking sleek. Plus, the durable finish of the water-resistant jacket makes it perfect for out and about on the course.

Marl ¼ Zip (£49.99)
I Marl ¼ Zip serves as a great mid layer for the golfer who is always on the go. Created with breathable and functional fabrics that go with you, you'll be able to play golf at your best while still benefiting from an extra layer of water-repellent protection to keep you dry during any sudden showers.

Visit Classic Waterproof Golf Shoes (£89.99)
The Tour Classic has a high performance microfiber leather that is super soft and easy to care for between rounds. Plus the mesh-wicking mesh lining helps wick away moisture quickly to ensure you stay dry and comfortable.