TRUE 2024: A Year of Innovation, Performance, and Style
2024 has been a year of simplicity, innovation, and grit. We’ve focused on what matters most: creating products that elevate your game, designed by those who truly understand it. Here’s a look back at some of the highlights that made this year unforgettable.
January: Chris Kirk Wins The Sentry
2024 started with a bang. TRUE ambassador Chris Kirk claimed victory at the Sentry Tournament of Champions in Maui, winning the first Tour event of the year. It was a win that set the tone for the year—focused, relentless, and driven by success. We're proud to support athletes like Chris who embody the spirit of TRUE.
February: Focused on Tour Players in the Field
It’s always exciting to see our Ambassadors representing TRUE on Tour, especially after Chris Kirk's big win in January, and this year was no exception. Mark Hubbard had an especially strong start to the season, finishing T20 with a -7 at the Farmers Insurance Open, followed by a T4 finish the very next weekend at the AT&T Pebble Beach Pro-Am with another -7.
March: The Players Championship - TRUE on Site
Team TRUE really leaned into our on-site customization program this year, traveling to select Tour events across the country. The most buzz was generated at The Players Championship in Ponte Vedra Beach, FL. Word quickly spread that our team was creating custom patches for select TRUE headwear and apparel, and before long, our booth was surrounded by eager fans throughout the tournament, all hoping to score some unique gear from TRUE.
April: TRUE x Pursuit Distilling – Dead Golfer Bourbon
The TRUE x Pursuit Distilling collaboration marked our most unique launch to date. Working with the talented team at Pursuit made the entire process of creating our Dead Golfer Bourbon seamless, and we couldn’t have been more excited about the final product. The result of this partnership was nothing short of exceptional, and we were proud to share it with all of you.
May: The Lux G - A New Standard in Golf Footwear
After years of careful innovation, we introduced the Lux G. It was more than just a shoe—it was a new standard in performance. Waterproof? Check. Easy to clean? Absolutely. Flexible, stable, and Tour-tested? Without a doubt.
The response was overwhelming. The Lux G quickly became a frontrunner for 2024’s fan favorite, offering a perfect blend of style, durability, and performance—becoming the go-to shoe for golfers seeking both form and function, without compromise.
June: The Gambler - Our Most Memorable Tournament Yet
At TRUE, we believe in creating memorable experiences. So every year (mostly), we host a tournament, and this year, we took it to Gamble Sands in Brewster, Washington. Three days of great food, camaraderie, challenges, and a few surprises made this one of our most memorable events to date. The Gambler was a celebration of everything we stand for: community, competition, and—most importantly—fun.
July: Outerspace CC
This capsule showcased space-themed TRUE graphics and logos across a limited-edition collection of tees, hoodies, and hats. With its small-batch release, the collection sold out fast, but it was an incredibly fun and creative project for the team. We can’t wait to launch more unique, out-of-this-world pieces like this in the future.
August: The OG Cush - Designed by You, for You
Following the success of the Lux G, we introduced the OG Cush—another completely new model for 2024. Shaped by years of customer feedback, this shoe was crafted with the modern golfer in mind. It wasn’t just our design; it was yours too.
The response exceeded all expectations, confirming that when we listen to the true needs of golfers, the result speaks for itself. The OG Cush debut was overwhelmingly successful, striking the perfect balance of comfort, flexibility, and style.
September: All Day Golf Short - The Perfect Balance
This year, we answered your calls with our first golf-specific short—the All Day Golf Short. A sportier version of our best-selling All Day Chino, it was designed to offer the perfect balance of comfort and style. Whether you're on the course or off, these shorts were made for the modern golfer who values simplicity and versatility.
October: Dead Golfer Month
We kicked off October with a fresh drop of Dead Golfer-inspired hoodies and t-shirts, blending streetwear influences with bold graphics and modern, on-trend fits. As with most of TRUE's limited-edition releases, core sizes quickly sold out, and before we knew it, we were nearly out of stock across the entire collection.
2024 wasn’t just about shoes and apparel, though. We also introduced new accessories to complete your TRUE experience. The long-awaited Lux Golf Glove made its debut, adding a premium touch to your game with a glove that reflects our commitment to style and quality. And for those who appreciate the finer details, we collaborated with Knockaround Sunglasses to bring you a sleek pair of Dead Golfer sunglasses to complement your look.
November: Black Friday
As we reflect on this year’s Black Friday experience at TRUE, we’re filled with immense gratitude for the incredible support from our community. This Black Friday served as a powerful reminder of how far we’ve come—it was a true grind from start to finish, but seeing the excitement and response from all of you made every effort worthwhile. Whether you’ve been with us from day one or you're just discovering TRUE for the first time, your support made this Black Friday truly special and rewarding for our entire team. Thank you for being a part of this journey with us.
December: New V2 Layers / Wrapping Up 2024
December can be a tricky month to navigate, especially after the rush of Black Friday, but this year was unique thanks to a shipment that arrived just in time for the holiday season containing our new All Day Quarter Zip V2 and All Day Crewneck V2. These updated versions of our popular Quarter Zips and Crewnecks featured enhanced 4-way stretch technology, refined fits, and thoughtful design details, striking the perfect balance between performance and everyday comfort.
Looking Ahead
As we look ahead, we remain committed to one thing: making golf better, simpler, and more enjoyable for those who value quality, performance, and style. Here's to another year of innovation, and another year of playing the game we love.
Enjoy the Walk.