![]() “I think there was a lack of focus and a lack of strategy of what we were trying to build as a brand,” says Turner. The guy who invented the wheel probably found himself in the same predicament. The tale of how True lost its soul is as old as business itself – a small enterprise seduced by overnight success and unprepared for rapid, early growth. I think there were some folks who were disappointed about that.” – Justin Turner, True Linkswear We started looking like everyone else and our core customer started to feel like we moved away from what we did originally. “We definitely got away from what made us unique and drew people to the brand. “And I think the brand definitely suffered for it.” “I think we definitely got caught up in that,” says Turner, who has been with True for less than a year. What had made the company stand out was getting lost in the golf shoe shuffle. “New management was brought in and that was their focus – they wanted to offer spikes, they wanted stuff that looked more like what people saw on the shelves at their local sporting goods store or golf retailer.”Īn outsider brand built on unique styling and comfort was seemingly trying to become like Nike, adidas or FootJoy. “It got to the point in the company’s evolution where they wanted to go more mainstream,” says True Linkswear Director/Partner Justin Turner. It was a look that clicked with True believers. True Linkswear started up in 2009 and made its bones by making golf shoes that were just plain different – casual, spikeless and perhaps a little weird looking. There is a corporate reset going on at the Tacoma headquarters, and with two new shoes being released this month, it’s clear True Linkswear is trying to find its lost sole, er, soul. True Linkswear freely admits to various quality issues and to losing its way over the past two to three years. My True experience certainly isn’t unique. A couple of pairs are still in service as casual footwear (if you see a guy walking around Minnesota in the middle of winter wearing white wingtips, be sure to say hi), but for golf? Let’s just say we’ve moved on. The treads on the original Tours did make it through that first season, but the soft spikes on the subsequent shoes simply didn’t last. With Ryan Moore a co-owner and Tour advocate, True Linkswear created a unique brand identity and had carved out a nice little niche for itself.Īs comfy as all of those shoes were, after maybe 3 or 4 months and maybe 15 to 20 rounds they were useless as golf shoes. The Tours were soon followed by two pairs of PHX’s and a pair of white wingtips – all just as comfortable as the original with enough styling to make them stand out. The True Tours remain to this day one of the most comfortable shoes I’ve ever worn. Forum folks and bloggers were raving about them, and I wanted to see what all the fuss was about. At the time were among the hottest shoes in golf. It was a pair of the original Tours – the ones that looked like clown shoes. So insert an external one, and it may be the best golf shoe for most golfers.I remember my first pair of True Linkswear golf shoes. And while it’s incredibly comfortable – inside there’s a “WANDERLUX Superfoam midsole” for maximum rebound, comfort and a transitional 6mm drop for a more athletic feel – you still need some arch support. That’s why it’s backed by industry-leading waterproof ratings (100k dynamic testing) and a two-year waterproof warranty. ![]() The shoe has gone through rigorous testing in all environments. But don’t be fooled by its casual appearance. ![]() The athletic-looking, knit upper has a mesh appearance and it indeed keeps your feet nice and cool inside, despite the outside heat - a breathable golf shoe is essential if you play in consistently warm conditions. ![]() Once you put it on, you may well want to wear it everywhere – maybe even go for a run in it. The shoe's tagline: It was made for those creating “morning dew stripes and closing down the course after the cart barn is locked up.” That sums it up – other than it’s also great for golf and anywhere off-property. ![]()
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