In a move aimed at boosting local manufacturing and cutting down the cost of golf apparel in Ghana, Legends Sport Management (LSM) is in the process of rolling out locally-produced line of golf clothing under the brand name Alera.
The initiative seeks to tap into the growing spending habits of Ghana’s golfing community while providing a cost-effective and culturally relevant alternative to imported gear. According to Abdul-Aziz Amankwa, a lead official at LSM, the project is expected to save golfers up to 25% on apparel costs and generate new jobs across the fashion and garment value chain in Ghana.
“In our initial dipstick research, we found that an average golfer spends about $2,000 a year on apparel, and with an estimated 3,000 golfers in the country, that’s a significant potential market,” Mr. Amankwa explained in an exclusive interview with The High Street Journal.
According to research, the global golf apparel market size was valued at USD 8.70 billion in 2023. The market was projected to grow from USD 9.07 billion in 2024 to USD 13.28 billion by 2032, exhibiting a CAGR of 4.87% over the forecast period.
Up until now, golfers in Ghana got their fits imported. By manufacturing locally, LSM together with Alera will be creating value that stays in Ghana.
The Alera label, which will initially produce polo shirts for men and full dresses, tops, and skirts for women, will be custom-made for individual golf clubs such as Achimota, Tema, Kumasi, and Celebrity. These clubs will have their own branded apparel available at their respective pro shops.
“Everything from design to manufacturing is done here in Ghana. That allows us to customize the apparel with Ghanaian symbols and elements that resonate with our culture and climate,” he said. While LSM is currently self-funding the project, Mr. Amankwa noted that the company may explore partnerships with government agencies in the future, particularly if there’s a need to scale up. The materials used in the apparel are also sourced locally, reinforcing LSM’s commitment to job creation and local economic development. Designers, artisans, and textile workers are all part of the production pipeline.
Although production costs are still in flux due to ongoing fabric trials, Mr. Amankwa confirmed that the garments are being tested for comfort, sweat absorption, and heat resistance to ensure suitability for Ghana’s hot climate. “We’re still in the sampling phase, experimenting with three different types of fabric to find the best fit,” he added.
Future plans include expanding the line to include trousers, caps, and possibly gloves, although the latter may take longer due to the technical materials required.
Since its inception, LSM has consistently promoted local content through its annual golf initiatives. Previous years have focused on local artists and fashion designers. This year, LSM turned its attention to Ghanaian cuisine as part of a broader effort to integrate local industries into the golf ecosystem.
“This isn’t just about golf,” Mr. Amankwa said. “It’s about using sport as a platform to grow local businesses, keep employment here, and contribute to Ghana’s economic development.”
