IN THE NEWS

January 19, 2022

Annika Sorenstam to Exclusively Wear LOHLA SPORT Ladies’ Golf-Lifestyle Apparel

(LOS ANGELES, Calif.) – Annika Sorenstam and LOHLA SPORT have established a new partnership which has the golf legend exclusively wearing the brand’s premium ladies’ golf-lifestyle apparel at golf tournaments and events.

True to Annika’s Swedish roots, LOHLA SPORT’s impeccable sense of style features colorful, on-trend European designs with Los Angeles flair. Flattering cuts for sizes XXS to XXL are made from fine-quality fabrics sourced worldwide which optimize athletic movement. LOHLA SPORT collections include coordinated tops, bottoms, skorts and outerwear.

Annika immediately gravitated to and embodies the company’s “Made for Play” mantra. Aligned with her balanced home-golf-business regimen, LOHLA SPORT’s customer is the woman who intimately cares about fashion and appearance, and covets comfortable, stylish, playful and classy outfits which confidently transition from the course to the office to socializing with friends and family.

Collaborating with LOHLA SPORT Founder and CEO Lisa O’Hurley and London-based Chief Designer Paul Rees, Annika will help create a bespoke signature collection for release in fall 2022. Part proceeds will benefit the ANNIKA Foundation that provides playing opportunities at golf’s junior, collegiate and professional levels while teaching young people the importance of healthy and active lifestyles through fitness and nutrition.

“I have known Lisa for a long time and always admired her taste and passion for women’s fashion,” says Annika who is widely regarded as the greatest female golfer of all time.  “We reached out to LOHLA SPORT after seeing and hearing about its beautiful clothing in golf and country club circles.

“LOHLA SPORT is exactly what I want with my active lifestyle.  When going from the office to the course, to the kids’ practices and social settings, I don’t have time to change outfits throughout the day.  Now I have the perfect sporty, yet feminine balance that represents today’s lady golfers on and off the course.”

“LOHLA SPORT will give Annika a new, resort-oriented fashion look,” says O’Hurley. “Annika is an inspiration to every woman who picks up a club. With her wining last year’s U.S. Senior Women’s Open, Annika’s comeback is official yet, like the team that comprises LOHLA SPORT, she covets family time as No. 1.”

Annika and O’Hurley fostered a friendship over decades and further bonded over the serendipitous timing of their partnership. With on- and off-course participation surging the past two years, the women’s golf economy exceeded $1.53 billion in 2021, according to Golf Datatech. Roughly $482 million was spent on women’s golf apparel.

In addition to more than 200 fine golf shops carrying LOHLA SPORT since its debut in January 2021, the brand has become a media darling for its refreshing looks. ESPN, Forbes, GOLF Magazine, Golfweek, NBC Sports and others praised the apparel for its upmarket appearance. Much attention focuses on unique-to-LOHLA SPORT signatures:

  • The Golf Fitness Pull-On Pant – Worn stand-alone (akin to a workout tight) or under skorts in the fall for added warmth and décor, it is purposely thicker and outfitted with back pockets, becoming the perfect golf-yoga pant. Its back pockets make them country club appropriate.
  • The “Very Pant” – The four-pocket, full, four-way stretch is offered in several colors. It was inspired by the J. Peterman character in the TV hit “Seinfeld,” indicating specificity of the surreal or sublime. The famous line “The Very Pant I’ve been searching for all my life” is part of sitcom lore.

LOHLA SPORT’s 2022 Spring-Summer Collection feature five amazing and colorful capsules: (1) Rodeo Drive & Core; (2) Ocean Avenue; (3) Hollywood Boulevard; (4) Sunset Boulevard; and (5) Melrose Place.

About Annika

Often regarded as the greatest female golfer of all-time, Annika Sorenstam re-wrote LPGA and Ladies European Tour record books, won countless awards and changed the way women’s golf is played, viewed and covered. Her 90-plus victories worldwide include 72 on the LPGA Tour and 11 major championships. As the only female to break 60 in an official event, Annika is nicknamed “Ms. 59.” Perhaps most notably, she received became the first woman in 58 years to play in a PGA TOUR event at the 2003 Colonial Invitational. Annika stepped away from professional golf after the 2008 season to focus on her family and the ANNIKA brand of businesses. She also created the ANNIKA Foundation that provides golf opportunities at the junior, collegiate and professional levels while teaching young people the importance of living a healthy, active lifestyle through fitness and nutrition. Annika was elected President of the International Golf Federation that oversees golf in the Olympic Games and is the first female golfer and only the third female in sport to receive the Presidential Medal of Freedom.

About LOHLA SPORT   

Based in Los Angeles, California, LOHLA SPORT is a new, premier ladies’ golf-lifestyle apparel brand that is quickly captivating the golf, country club and resort market. Debuted in January 2021, its impeccable sense of style features colorful, on-trend European designs with Los Angeles flair. The brainchild of recognized fashionista and longtime Golf Channel and GOLFINO executive Lisa O’Hurley, LOHLA SPORT boasts a classy and playful lineup of tops, bottoms, skorts and outwear in coordinated collections online and in 200-plus exclusive golf shops across America. Outfits confidently transition from the course to the office to socializing with friends and family. Especially popular are its signature “Golf Fitness Pull-on Pant” and “The Very Pant,” a play on “Seinfield” in which, O’Hurley’s husband, John O’Hurley, starred as the fictional character J. Peterman.

More information: hello@lohlasport.com

 

For Media Inquiries
Rich Katz:  
rkatz@katzstrategy.com
703-283-4852





LOHLA SPORT Drives Ladies Fashion at Indianapolis 500

Tune in to watch the LOHLA SPORT car driven
at the Indianapolis 500

May 30, 2021 11am EST on NBC

Car #25
Driver: Stefan Wilson


Photo by: INDYCAR PHOTOGRAPHY


SEEN IN

 
STEFAN WILSON RETURNS TO ANDRETTI AUTOSPORT WITH LOHLA SPORT FOR THE 105th RUNNING OF THE INDIANAPOLIS 500
INDIANAPOLIS (May 4, 2021) — Andretti Autosport announced today that Stefan Wilson and new partner LOHLA SPORT will join the five-time Indianapolis 500 winning team for the 105th Running of the Indianapolis 500 to complete the team’s six-car lineup. Wilson, who ran the 102nd Running of the Indianapolis 500 with Andretti Autosport and competed for the team in Indy Lights, will team up with the new premier women’s golf lifestyle brand to run the No. 25 LOHLA SPORT Honda.
“We’re excited to not only welcome Stefan back to the team, but also to have a new partner in LOHLA SPORT come on board to experience their first Indy 500,” said Michael Andretti, Chairman and CEO, Andretti Autosport. “We have a great history with the Wilson family and we’re hopeful we can build on successes we’ve had in the past this May.”
“After leading laps with Andretti Autosport at the Indianapolis 500 in 2018, I'm hungry to return and finish the job. I’ve worked tirelessly to make this return happen and I am so thankful that LOHLA SPORT has believed in me to represent them,” said Wilson. “It’s a dream come true to rejoin Andretti and also partner with Honda once more in the Greatest Spectacle in Racing. The icing on the cake is we get to do this with a brand-new company in LOHLA SPORT, a premium women's apparel brand already captivating the golf lifestyle scene. Among the fans and partners involved with the Indianapolis 500, we have a huge amount of golf enthusiasts, so I’m excited to get them exposed to what LOHLA SPORT is all about. None of this would have happened without Don and Carolyn Cusick, who are avid racing and golf enthusiasts and also shareholders in LOHLA SPORT. This program also represents the birth of Cusick Motorsports, and I am hopeful the 2021 Indianapolis 500 will be a springboard to many exciting opportunities for the Cusick Motorsports brand in the future. Lastly, I am thankful to have Expedia Group's VIP Access join the effort, along with Menlo Ventures, VSRS and Liberty Group.”
Debuting in January of 2021, LOHLA SPORT has quickly captivated the golf, country club and resort market.  The brainchild of recognized fashionista Lisa O’Hurley, former Golf Channel and GOLFINO executive with more than two decades in the industry, the brand’s impeccable sense of style features colorful, on-trend European designs with Los Angeles flair.  Formal collaboration with London-based Paul Rees – renowned creator of countless Burberry, Aquascutum and GOLFINO hits – has LOHLA SPORT in roughly 100 exclusive golf shops coast to coast.
“Taking this cool, market-broadening road to Indy doesn’t happen every day,” said O’Hurley.  “LOHLA SPORT is proud to support women who love golf and love all sports as our outfits are fit for the course, court, racetrack and everywhere between.”
Also joining the effort is Cusick Motorsports, created by Don and Carolyn Cusick as a business incubator in racing; VIP Access, Expedia Group’s network of premium, invitation-only properties; VSRS, specializing in forging exclusive relationships in the automotive sector; Menlo Ventures, an investment firm having backed 70+ public companies and Liberty Group, specializing in wealth management, tax planning and estate law.
“As a lifelong INDYCAR fan I have always wanted to attend the Indianapolis 500 live, but never found my way there until now,” said Don Cusick. “Thankfully the stars aligned this year, meeting Stefan Wilson and creating this amazing partnership. From casually asking Stefan if he had any contacts for great seats at Indy and half-jokingly telling him the best seat would have him driving in it. As it turns out I’m getting the second-best seat in the house as the sponsor of the number 25 Andretti Autosport Indy car driven by Stefan. LOHLA SPORT is a company I am invested in, owned by our family friend Lisa O’Hurley. I couldn’t be more excited for the month of May and this opportunity to sponsor Stefan Wilson, one of the truly great people in motorsports.”
The No. 25 LOHLA SPORT Honda and Wilson will make their 2021 NTT INDYCAR SERIES debut on with Opening Day on May 18 before the green flag waves for the 105th Running of the Indianapolis 500 Sunday, May 30 with broadcast on NBC.
 
About Andretti Autosport
Andretti Autosport, led by racing legend Michael Andretti, boasts a wide racing portfolio rooted in tradition and designed for success.

Under the banners of Andretti Autosport and BMWi Andretti Motorsport, the Indianapolis-based team fields multiple entries across the INDYCAR SERIES, Indy Lights, the FIA Formula E Championship and the IMSA Prototype Challenge LMP3 division. The team also competes as Walkinshaw Andretti United in the Australian Supercars category through partnership with Walkinshaw Racing and United Autosports and additionally is set to field an entry in the new Extreme E championship via Andretti United Extreme E.

The global racing enterprise boasts four INDYCAR SERIES championships, four Indy Light titles, one Pro Mazda championship, a Silver Class GT4 Championship and has captured victory five times at the famed Indianapolis 500.  The team also holds two X Games Gold Medals and five U.S. rallycross championships.

About LOHLA SPORT
Based in Thousand Oaks, California, LOHLA SPORT is a new, premier women’s golf-lifestyle apparel brand that is quickly captivating the golf, country club and resort market.  Its impeccable sense of style features colorful, on-trend European designs with Los Angeles flair.  The brainchild of recognized fashionista and longtime Golf Channel and GOLFINO executive Lisa O’Hurley, LOHLA SPORT boasts an upscale and playful lineup of tops, bottoms, skorts and outwear available online and in roughly 100 exclusive golf shops across America.  Outfits confidently transition from leisure and sporting activity to work, lunch and dinner.  Especially popular are its signature “Pull-On Golf Fitness Pant” and “The Very Pant,” a play on “Seinfield,” in which, O’Hurley’s husband, John O’Hurley, starred as the fictional character J. Peterman.

About Cusick Motorsports
Cusick Motorsports is the brainchild of longtime entrepreneur and motorsports enthusiast Don Cusick. Cusick met Stefan Wilson while partaking in a track day at The Thermal Club and the two immediately formed a bond. Through conversations with Wilson, Cusick expressed an interest in putting together an Indianapolis 500 program and with it, Cusick Motorsports was born.
Cusick and his wife, Carolyn, are passionate golfers, too, with memberships at three country clubs, including Sherwood, between Los Angeles and Vegas. The Cusick’s are key investors with LOHLA SPORT and have been the catalysts that have enabled the partnership with Stefan Wilson and LOHLA SPORT for the 2021 Indianapolis 500.

About VIP Access™
Associate sponsor, Expedia Group’s® VIP Access™  is a network of premium, invitation-only properties that delivers pace-setting growth by pairing top rated hotels with Expedia Group’s most loyal travelers. That’s the driving force behind the VIP Access Drives Demand Faster campaign that  Expedia Group will be launching in June. VIP Access properties average annual room night growth is 3.4 times greater than properties not participating in the program[1], placing properties in this program a class above the competition.
 
“VIP Access Drives Demand Faster for hotels in the Expedia Group network, when compared to hotels not in the program. Participating properties can benefit from our commitment to deliver high value guests, exclusive marketing opportunities and receive first in class Expedia Group support,” said Brandon Ehrhardt, Senior Director of Partner Loyalty at Expedia Group. "We're thrilled to announce this associate sponsorship with Stefan Wilson, Cusick Motorsport, and Andretti Autosport, and look forward to watching Stefan Wilson exemplify our quest for speed at the Indianapolis Motor Speedway.”
 
[1] Expedia Group data, 2019. Room night growth as calculated year over year following the first year of participation in the VIP Access program as compared to all similar properties that did not join the VIP Access program. A similar property is defined as being in the vicinity; having similar star rating, average daily rate and room capacity; and that are often being clicked by the same travelers within the same website visit. Specific properties may have different results.

About VSRS
VSRS Motorsports, LLC , founded in 2017 by Rick Sheldon, is all about building meaningful, fun and exciting relationships by bringing together high-end car enthusiasts,  premium manufactures and exclusive private dealers to create exceptional experiences.  The relationship is the value. Any transaction is what happens when great relationships take precedence.  VSRS’ role is to help clients clarify their vision, culture and strategy and help them match this to their actions.

About Menlo Ventures
At Menlo Ventures, we go ALL IN to help founders transform existing industries, create new categories, and build a better future. In 44 years of investing, we’ve backed 70+ public companies who are doing just that, and in the process, grown a portfolio that includes 150+ M&A and $5+ billion under management.
Our time-tested strategy inspired us to back household names like Uber, Roku, Siri, and Gilead. We invest at every stage, drawing on expertise in B2B, B2C, and healthcare to back leading companies in every sector.
Having support from every angle means you can take on any challenge. Go further, go bolder. Not limiting yourself to what is, but courageously pursuing what could be—the game-changing ideas that reinvent life and work. Starting a business isn’t easy. You can’t do it alone. And while anyone can back you, not everyone will have your back.

About Liberty Group
Are you still running in the race to retirement? Is your retirement still on track? Or do you need a pit stop to check your strategy and retirement vehicle’s functioning? At Liberty Group, we’re here to help. We specialize in wealth management, tax planning, and estate law—all under one roof. Join David Hollander, attorney, financial advisor, and founder of Liberty Group, on Thursday, 5/27 to determine if you’re retirement ready and how you can take your financial planning to the next level to achieve your ideal retirement. Visit www.libertygroupllc.com/racingtoretirement for more information and to register for this special event.
 
The 500-mile race to retirement is a long track. What can you do to prepare now for your future retirement? Do you know how much money you’re going to need to live your ideal retirement? How can you cover the gap between your expenses and income? What strategies will you use to generate income in retirement? Do you have enough gas in your retirement tank to make sure you’re still running at the end of the race?

For Media Inquiries
Rich Katz:  
rkatz@katzstrategy.com
703-283-4852