Title: On PGA Tour, fashion runs according to script

Description: Viewers of the final round of golf’s U.S. Open two weeks ago might have noticed Billy Horschel’s name near the top of the leader board. They almost certainly noticed his pants, navy blue with a white octopus print. Reactions ranged from “Where can I get some of those?” to “Who dresses these guys?” More AT&T National coverage ‘Wild day’ ends with four tied for the lead after three rounds Barry Svrluga JUN 29 After 54 holes, the lead of the AT&T National is shared by four different players, four different characters. From Tiger’s foundation, an education Barry Svrluga JUN 29 Three years in, D.C.’s Tiger Woods Learning Centers are now starting to bear the fruit of foundation’s labors. Back nine undoes Duke’s fast start Gene Wang and Barry Svrluga JUN 29 Coming off his first PGA Tour win, Ken Duke shoots up the leader board before falling during the back nine. Jordan Spieth: 19 and he likes it Barry Svrluga JUN 28 Too young to remember Tiger Woods’s first Masters win, phenom is tied with Roberto Castro after second round. It’s Sunday; time to wear octopus pants Chelsea Janes JUN 28 On PGA Tour, apparel sponsors tell their golfers not only what to wear, but when to wear it. Weather wreaks havoc on schedule Barry Svrluga JUN 28 Friday’s wave of thunderstorms means there will be a lot of golf to be played Saturday in Bethesda. Complete coverage For apparel sponsors — in Horschel’s case, Polo Ralph Lauren — that’s exactly the point. In a crowded and competitive marketplace, on-course fashion decisions are more carefully orchestrated than ever before, but they’re not being made by the players themselves. Rather, the companies who supply the clothes tell the pros not just what to wear but when to wear it. In an effort to increase visibility and spark sales, most companies “script” their sponsored players’ outfits for each day of a major championship (the Masters, U.S. Open, British Open, and PGA Championship). Horschel, in fact, had been scheduled to don his cephalopod slacks during Saturday’s third round of the Open, but once he played his way into contention, Polo executives switched them to Sunday, when TV viewership would be highest. Golf companies have been asking players to wear certain clothes for decades. Greg Norman, the game’s most visible star in the late ’80s and early ’90s, said his sponsors “had reports down to the second” of how much airtime he and his apparel were getting.

Link: http://www.washingtonpost.com/sports/othersports/on-pga-tour-fashion-runs-according-to-script/2013/06/28/0686e90a-e015-11e2-963a-72d740e88c12_story.html