For years, sociologists have tried to articulate our national psyche, clutching at stray elements that help define us as Canadians: hockey, fur trading, pea soup, toques, Vimy Ridge, railroads, curling, SCTV, ice fishing, the CFL, and heck, even Timbits. An impressive list, eh?
We might consider adding Levelwear to that list.
This Richmond Hill, Ontario-based company is a made-in-Canada success story, especially the expansion of its line of golf apparel, both at the consumer and green grass level. For more, visit page 28 of Pro Shop’s Instyle section in our spring issue .
Levelwear has established business verticals in licensed and team sports, golf apparel, and men’s and women’s lifestyle wear, with core strengths of innovation, decoration and service.
Its golf apparel line is deep and ever expanding (golf.levelwear.com), and is available for both consumers at Golf Town, and green grass clubs in 91 of the Top 100 in Canada. It is now in 65 per cent of the Top 100 clubs in North America.
But Canada and Levelwear are in a celebratory mood this year. Canada is 150 years old, and Levelwear was named golf apparel and headwear sponsor of the RBC Canadian Open and the CP Women’s Open. It also signed Abbotsford, B.C. PGA Tour star, Adam Hadwin, as a global brand ambassador, a move that was timed perfectly since the previous day he shot an historic 59 at the CareerBuilder Challenge in La Quinta, California. A mere seven weeks later, he scored his first ever Tour win at the Valspar Championship.
Levelwear’s stable of staffers on the men’s and women’s pro tours continues to grow, and the company was an active participant at both this year’s RBC Canadian Open (July 24-30) at Glen Abbey Golf Club, and the CP Women’s Open (August 21-27) at the Ottawa Hunt Club.
Levelwear’s sponsorship at our two national Opens provides a unique platform to demonstrate its golf and licensing apparel expertise, and Hilton Ngo, president of Levelwear, says it will use that equity “to build some truly unique Levelwear offerings”.
Having such a powerful presence at the 2,500 square-foot merchandise tent at Glen Abbey, was one of many ways Levelwear made its presence felt at Glen Abbey. It hosted a hospitality tent and also sponsored a T-shot toss at the 7th green, a hole dressed up with hockey rink boards – a nice touch of Canadiana.
For the first time, Levelwear also advertised heavily on Sportsnet during Open week. Its ‘Make Your Move’ initiative was not only targeted at golfers, but consumers in general. The hope is that Canadians will embrace a more active lifestyle.
The CP Women’s Open promises to be a homecoming celebration for hometown LPGA star, Brooke Henderson of nearby Smith Falls. A huge outpouring of fans is expected, at both the event grounds and selected off-site retail locations. The product offerings at both tournaments include polos, mid-layer and lightweight outerwear garments, as well as pieces from its lifestyle collection of casual cottons, and a wide assortment of premium headwear.
While “owning Canada” is a major focus at Levelwear, its product lines will continue to spool out to all markets. It now has retail outlets in Europe and as far off as China, and its embroidered goods are front and centre in professional sports leagues in football, basketball, hockey and soccer. Levelwear carries the Canadian corporate flag around the world.
Founded in 1996 and falling under the Accolade Group umbrella, Levelwear upped its golf game in 2005 when nine highly touted sales reps with years of expertise joined the firm and led an expansion into green grass clubs from coast to coast.
What started out as a niche apparel firm selling goods to resort properties, has grown exponentially into a broad-based company with “blue-chip” clients at both the corporate and consumer level.
Levelwear holds licensing partnerships with some of the top global brands, including the NHL and NHLPA, NBA, 150 US Colleges, the CFL, Hockey Canada, and various soccer properties globally.
At the PGA Show in Orlando, Levelwear unveiled its 2017 collection which included a new women’s transitional active wear line: Levelwear Verve. Visit levelwear.com for more information.
Canada is the sum of its considerable parts. So is Levelwear. Both celebrated significant historic successes this year. Its clear 2017 has upped the ante.