Johnnie-O has emerged as one of the biggest apparel brands in the golf world, selling its products ... More in more than 2,000 green grass golf shops in the U.S. (Photo by Douglas P. DeFelice/Getty Images) Getty Images When John O'Donnell handed out his first batches of polo shirts emblazoned with a surfboard-toting logo to friends over 20 years ago, he couldn't have predicted the trajectory that would follow. What began as a small-scale passion project has transformed into a premium lifestyle brand that today adorns the racks of thousands of green-grass golf shops across the country and continues to expand its reach. "I’ve played golf since I was 7 years old, so it’s been a massive part of my life," says O’Donnell, the founder of Johnnie-O and the brother of actor Chris O’Donnell. "But when I started Johnnie-O, I didn't intend it to be, nor did we call it, a golf brand." O'Donnell's journey began nearly two decades ago with a simple observation: there was a gap in the market for apparel that blended West Coast casual with East Coast prep. Having grown up in Chicago in a preppy community with a traditional wardrobe consisting of blue blazers, khaki pants and loafers, O'Donnell was struck by the contrast in styles when he moved to Los Angeles. "I came to L.A. and saw the cool factor going on. All my good friends on the East Coast wore classic, preppy traditional. I thought why can't there be something that's more where they meet in the middle and what would that look like?" he recalls. The answer came in the form of a simple logo inspired by an old black and white photo of a man standing alongside a surfboard that O’Donnell came across on the wall of a restaurant. O'Donnell's brother-in-law sketched the design, and soon it was adorning polo shirts with a distinctive long placket and chest pocket -- creating what O'Donnell describes as "instant dumb-luck magic” when it resonated with the public. MORE FOR YOU Google Chrome Attack Warning—Stop Using Your Passwords ‘Severance’ Season 2 Finale Recap And Review: In The Windmills Of Your Mind NCAA March Madness: Less Than 1% Of Brackets Remain Perfect On First Day Of Tournament Johnnie-O founder John O'Donnell blended West Coast casual with East Coast prep in creating what's ... More emerged as one of golf's most popular brands. Teeing Off in the Golf World While Johnnie-O wasn't conceived specifically as a golf brand, the sport was a natural entry point for the fledgling company. O'Donnell, who caddied in Illinois as a youngster before playing collegiately at UCLA, leveraged some of his connections in the golf world to get a foot in the door. "I play in a lot of tournaments and am fortunate to have played a lot of different courses and clubs. I know a lot of club pros but I didn't know anyone in the general retail business, so that was the low hanging fruit for me," O'Donnell said. "So, I made a polo shirt and went to the people I know rather than walk into ‘Joe Blow's Men's Shop,’ where I don't know the guy." The strategy paid off. What began with selling logoed shirts at trunk shows and holiday boutiques in grade school gymnasiums evolved into a presence at golf shops across the country. Today, Johnnie-O products can be found in nearly 2,500 green grass golf shops nationwide. Johnnie-O's apparel display at this year's WM Championship in Scottsdale. The company also has 12 branded retail stores in golf-centric cities along with a robust e-commerce platform, a growth trajectory that recently earned Johnnie-O recognition from the National Golf Foundation as one of the Top 100 businesses in the golf industry. "There's an emotional tie for me with golf,” says O’Donnell. “Little did I know I would get a Top 100 recognition. It's crazy to me, but (golf has) always been really important to me. To be in these shops all over the place is so rewarding." Perfect Timing for a Changing Game Johnnie-O's success has coincided with – and has likely helped fuel – a shift in golf apparel. As golf (not to mention society more broadly) has evolved to embrace a more casual aesthetic, Johnnie-O was perfectly positioned to capitalize on the trend. "We got lucky in a lot of ways," O'Donnell acknowledges. "Starting Johnnie-O, I didn't know it, but looking back I collided with that moment where golf pro shops became less about selling clubs, tees and balls, and racks of traditional apparel, and they became more mini boutiques." Johnnie-O's original 4-button polo was the company's first product and helped establish the ... More foundation of the brand. The transformation in golf retail has especially benefited so-called lifestyle brands like Johnnie-O that offer apparel and accessories that transition seamlessly from the course to everyday life. "I think all these shops and these clubs and pros woke up and said wait a minute, why can't we carry sweaters or hoodies or more things that could be worn on and off the course," O'Donnell said. “These shops evolved, and our timing was just dumb luck." It’s also fueled Johnnie-O’s growth. A Growing Presence The company has licensing deals with Major League Baseball, the National Hockey League and the NCAA. And in 2022, Johnnie-O secured a $108 million investment from Wasatch Global Investors and Ares Management Corp. funds to continue its expansion. Within the golf category, the brand strengthened its presence with the November 2024 addition of Katie Wiedmar, who spent 12 years at Winged Foot Golf Club in New York and has been recognized as the PGA National Merchandiser of the Year. Wiedmar’s title is National Sales Manager for Green Grass, further solidifying that golf is one of the pillars of the Johnnie-O brand. While destinations, resorts and high-end courses and clubs carry Johnnie-O apparel, the biggest growth is coming in “nice, mid-level” public facilities looking to enhance their customer experience. “It’s almost like they’re saying, ‘Hey, we can do what the big guys do. So, they’re upgrading their restaurant, their bar, and their pro shop that’s stocked with the top stuff,” said O’Donnell. “And we’re starting to get more and more of those.” John O'Donnell, the company's founder and a longtime, avid golfer, looks over a display of Johnnie-O ... More apparel. While Johnnie-O can’t be considered a global brand yet, O’Donnell said he received interest from overseas at this year’s PGA Merchandise Show, with clubs in countries like Slovenia and Portugal adding the company’s apparel to its golf shops The Future of Golf and Johnnie-O As Johnnie-O continues to grow, O'Donnell is optimistic about the state of the game that helped launch his brand. "The game is as healthy as it's ever been because of a lot of different factors," he says. "The younger crew is starting to get into it. There's a cool factor to it. Social media, simulators, Topgolf, in-home simulators, getting lessons online, YouTubers, TGL… You’re also seeing other professional athletes dying to be great golfers. Golf’s momentum is exceedingly strong.” John O'Donnell says Johnnie-O's early popularity was a bit of "dumb luck magic" and that the brand ... More wasn't initially conceived as a golf brand. But the sport was a natural entry point for the company and its momentum within the game is exceedingly strong. From its humble beginnings with a logo sketched from an old photograph to its current standing as a premium lifestyle brand with a significant presence in golf shops nationwide, Johnnie-O’s trajectory exemplifies the importance of finding the right niche at the right time. In bridging the gap between East Coast prep and West Coast casual, the brand has carved out a unique position in the fertile golf apparel landscape -- one that continues to grow as the sport itself evolves. "We kind of planted our feet in the golf business and it keeps growing and growing," O’Donnell said about Johnnie O’s presence in the golf world, who continued by perhaps unintentionally tying in the surf, ocean and L.A. vibes that remain an inextricable part of the brand’s ethos. “It's fun to be a part of this wave and this ride.” Follow me on Twitter or LinkedIn. Editorial StandardsForbes Accolades