By Tony L. Starks
Eastside Golf is truly living up to its promise of “walking how they talk.” The brand continues to elevate its commitment to introducing young people to golf and expanding the sport's reach.
The latest example is the special launch event for the Mitchell & Ness (M&N) collaboration. As an iconic sports brand with a presence in the NBA, NFL, and MLB, enlisting a professional athlete would have been an easy move. But Eastside Golf is not about taking the easy path.
Instead, they partnered with M&N and Jordan Lawley, an acclaimed NBA trainer with his own gym at M&N headquarters, to bring young people from surrounding communities to be the first to see the new line – and enjoy an engaging, once-in-a-lifetime experience.
The young attendees were sourced from two community groups that align with Eastside Golf's mission. One young man, Zebulon Barnes (pictured below center), arrived decked out in Eastside gear from head to toe – even down to his socks.
“This is one of those things you don’t forget as a kid,” says Zebulon, who’s heading into his senior year of high school with a resume suited for college golf. “This gives me a lot of inspiration and connections that can push me to where I want to be in golf.”
The young people, many of whose golf swings were better than their jump shots, came via the Tee Divas/Tee Dudes program and Youth on Course.
Tee Divas/Tee Dudes is a Los Angeles grassroots youth golf organization operated by Jenny Bethune. She started the program in 1996 to help young women of color discover the benefits of golf. It has since evolved to include boys (ala Tee Dudes), providing playing opportunities, instruction, mentoring, and scholarships through their grant work. They have numerous talented players, including Zebulon, participating in the Underrated Tour and other competitive outlets such as PGA Jr. League and the SCPGA Junior Tour.
Youth on Course (YOC) is a national organization that makes golf affordable and accessible by subsidizing rounds. YOC members play for $5 or less at over 2,000 participating facilities nationwide, with 190,000 members. Kalea Rideau, a YOC member and part of the TaylorMade x Youth on Course DRIVE Club (Diversity. Respect. Inclusion. Voice. Equity.), drove from the Bay Area to participate in the Mitchell & Ness event. She impressed everyone with her golf swing, professionalism and maturity at just 12 years old.
“Yes, it was a long drive from The Bay, but it was entirely worth it,” says Kyle Rideau, Kalea’s father. “We’re huge supporters of Eastside’s mission, and even as a young golfer, Kalea recognizes the need for golf to be more approachable for women and underserved communities. That’s all her, and that’s why we wanted to be here.”
The day began with a basketball training session with Lawley, who works with the likes of Klay Thompson and Zach Lavine.
“The similarities between basketball and golf are uncanny,” Lawley told the group. “Both require discipline, commitment, and a level of self-belief that allows you to take a deep breath and say, ‘I can do this.’ I’m playing golf next week with Klay and Zach; it’s amazing to see this crossover between the sports. The Eastside Golf and Mitchell & Ness collaboration is the perfect example of that.”
Jordan conducted a shooting contest for the juniors, with the winner receiving an on-the-spot $500 shopping spree at the Mitchell & Ness store. The winner was Arihanna Esparza of Tee Divas, a graduating senior attending the University of Maryland Eastern Shore in the fall to pursue her PGA of America Membership.
Ok, I have to retract something I said earlier. Arihanna’s jump shot and her golf swing were equally impressive.
On the golf side, Eastside founder Olajuwon Ajanaku (pictured below with Jordan Lawley) and his team conducted a closest-to-the-pin competition, with the winner also receiving a $500 shopping spree. That award went to another young lady from Tee Divas, Sanai Lambert.
“We’re so proud of our two girls who really showed their talent today,” says Jenny Bethune, founder of Tee Divas. “This was an incredible event and we’re thankful that Eastside Golf understands the value of community.”
As Eastside continues to invest in the communities that support the brand, expect to see more events like this on the calendar. Upcoming Community Days are planned in Memphis around the PGA TOUR’s FedEx St. Jude Championship and in Atlanta ahead of the TOUR Championship.
To close out the Mitchell & Ness collab event, Ajanaku sat in a circle with the kids for what he thought would be a casual Q&A. Instead, the attentive group of youngsters and parents asked pertinent and thought-provoking questions. One mother asked what to do if your son is bullied for playing golf. A young girl asked Eastside Community Leader, Chantel Mack, what challenges she overcame to become a strong and confident woman in the business space. Yet another asked how college relationships impact your life down the line.
“I was blown away by the maturity and intelligence of this group of kids,” says Ajanaku. “I think that’s a testament to how golf can impact the lives of young people. We want to continue to shine a light on that fact and bring more young people to the game – yes, for the betterment of golf, but more so for their paths to success. Expect to see Eastside invest more into community and the future of golf.”