Specialty golf apparel and accessories brand Malbon Golf recently appointed former Nike executive Aaron Heiser as Chief Executive Officer.
To build the growth trajectory of Malbon Golf, founders Stephen and Erica Malbon hired Aaron Heiser as CEO. Image: malbon.golf.com
To build the growth trajectory of Malbon Golf, founders Stephen and Erica Malbon wanted to hire someone with experience in sportswear retail, and identified former Nike executive Aaron Heiser to helm the company, as Chief Executive Officer.
“We did a year’s worth of interviewing before we decided on Aaron,” Erica Malbon told WWD. “Steven and I started the brand in 2017 with a lot of passion, but not a lot of expertise in fashion and apparel… We searched high and low to find the person that we felt would align with the culture that we have built yet understands the inner working of a global lifestyle and sports apparel business. Aaron checked our boxes and we couldn’t be more enthusiastic about him joining the team.”
Aaron Heiser to spearhead growth at Santa Monica brand, Malbon Golf
At the helm of operations for the Santa Monica, California-based Malbon Golf, Heiser is leading the charge to drive growth and expand the company’s presence in global markets. Renowned for his ability to align brand identity with consumer aspirations, he brings a fresh perspective to the company. With a track record of fostering collaboration, building community, and delivering results, Heiser is well-positioned to elevate the brand while maintaining its cultural integrity.
Heiser has a rich history in sportswear retail. He joined Malbon Golf from sportswear giant Nike, where he spent nearly eighteen years. As global vice president of apparel, accessories, and licensing, Heiser managed product creation and merchandising. He also served as vice president and general manager of Nike’s Greater China retail division, general manager of its Western European stores, and general merchandise manager for U.S. stores. Heiser left Nike in June 2023.
Prior to his tenure at Nike, Heiser worked at Armani Exchange, Tommy Hilfiger, and Gap Inc. He began his professional journey as an assistant merchant at the Federated Merchandising Group, where his talent for combining creative vision with operational precision quickly became evident. This diverse experience equipped him with a deep understanding of the fashion industry, spanning both luxury brands and accessible retail.
Malbon Golf: Reimagining Golf Attire with Bold Designs
Malbon Golf built a community of golfers who sought an alternative to the staid, traditional golf attire. Image: malbongolf.com
When Stephen and Erica Malbon founded Malbon Golf in 2017, their vision was to create more than just a specialty golf apparel and accessories brand—they aimed to build a community for golf enthusiasts who sought an alternative to the staid, traditional golf attire and accessories. Their vision was in alignment with the golf apparel market, which “grew from $3.11 billion in 2023 to $3.34 billion in 2024,” per The Business Research Company. “Fueled by golf’s social appeal and fashion trends, it’s poised to hit $4.29 billion by 2028.”
The Malbons succeeded in carving a niche in this golf apparel market since 2018, highlighted by sponsorships of tour professionals Jason Day and Charley Hull, collaborations with Jimmy Choo, Nike, Tag Heuer, and Las Vegas Formula One, among others. By honouring the sport’s rich heritage while integrating it with the creativity of contemporary culture, the brand has opened the game to a broader, more inclusive community.
The Malbons’ mission is to make golf relevant to a new generation, combining functionality with a fresh, modern aesthetic that looks fabulous on and off the course. Popular for its bi-weekly product drops, Malbon Golf has collaborated with iconic brands like FootJoy and Jimmy Choo to produce limited-edition collections. Each partnership combines the aesthetics of both brands, showcasing Malbon Golf’s signature style of bold patterns, contemporary silhouettes and striking graphics that transform traditional golf attire.
The brand’s social media presence further strengthens its connection with the golfing community, using engaging content to combine golf culture with fashion and lifestyle. By emphasizing both sport and style, Malbon Golf fosters inclusivity and accessibility, reshaping the perception of golf apparel into something that transcends the game itself.
Malbon Golf expands its retail presence
The specialty golf apparel and accessories brand is expanding its retail presence. Image: malbongolf.com
In addition to golf apparel and accessories, Malbon Golf operates retail locations in New York, Los Angeles, Miami, and Carmel, California, as well as stores across Asia and Europe, bringing their vision to a global audience. The specialty golf apparel and accessories brand is now expanding its retail presence with three new stores in Chicago, Washington DC, and Scottsdale.
Each store reflects Malbon Golf’s unique ethos, featuring custom-designed fixtures. From golf bags to putter holders and swirled-base clothing racks inspired by the Buckets logo, each detail has been thoughtfully crafted to highlight the brand’s product range. The fixtures, fabricated off-site, were installed with a focus on clean, modern aesthetics and an elevated shopping experience.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
