BOURBON, MO — Imperial, voted the No. 1 headwear brand for private and resort golf facilities for nine consecutive years by the Association of Golf Merchandisers (AGM) and reported as the “No.1 headwear brand in the combined on- and off-course retail golf channels” by Golf Datatech, proudly announces a new partnership with the UNDERRATED Golf Tour as the Official Headwear Partner.
Founded by NBA 4x Champion and 2x MVP Stephen Curry, the UNDERRATED Golf Tour is designed to provide greater equity, access and opportunities for the next generation of golfers, with a focus on inclusion, and competitive excellence.
Through this partnership, Imperial will outfit participants and staff with premium headwear while collaborating on exclusive product collections and on-site activations throughout the Tour schedule.
The partnership reflects Imperial’s continued investment in the future of the game—supporting emerging athletes and expanding the reach of golf to new audiences.
“Partnering with the UNDERRATED Golf Tour represents an exciting step forward for Imperial as we continue to evolve alongside the game,” said Jane Smith, VP of Marketing at Imperial. “The UNDERRATED platform is shaping the next generation of golfers, and we’re proud to be part of that journey by delivering headwear that performs at the highest level while giving players a way to express their identity both on and off the course.”
“This partnership is about more than product, it’s about connecting with a new generation of golfers in a way that feels authentic to how they experience the game,” said Jerry Biag, Director of Marketing at Imperial. “UNDERRATED is building a powerful platform at the intersection of sport and culture, and we’re excited to bring headwear to life through storytelling, style and moments that resonate both on and off the course.”
Imperial will introduce a series of UNDERRATED x Imperial headwear collections, featuring a mix of performance-driven styles and modern silhouettes inspired by the athletes and culture surrounding the Tour. Limited-edition releases will coincide with key events, creating unique product moments tied directly to the energy and storytelling of the competition.
“We’re excited to welcome Imperial as our Official Headwear Partner,” said Jason Richards, Athletic Operations Director for the UNDERRATED Golf Tour. “Their commitment to quality and innovation, combined with a shared belief in growing the game, makes this a natural fit as we continue to build opportunities for young golfers.”
In addition to on-course integration, Imperial will support the partnership through digital storytelling, athlete-driven content, and direct-to-consumer activations on imperial1916.com, bringing fans closer to the Tour through exclusive product drops and behind-the-scenes access.
This partnership further reinforces Imperial’s position not only as a leader in traditional golf channels, but as a brand actively shaping the future of the game through meaningful collaborations and cultural relevance.