Industry News

Ahead to oversee gear at Wakonda Club

This Week’s Principal Charity Classic Tees Off in Des Moines With Enhanced Retail Effort 

DES MOINES, Iowa (June 5, 2018) — After staging the merchandise tents for the past two stops on the PGA TOUR—Fort Worth Invitational and The Memorial—now moves on to the PGA TOUR Champions Tour and this week’s Principal Charity Classic. The event, presented by Wells Fargo, is being held at Wakonda Club in Des Moines, Iowa.

For the first time, AHEAD is working with Principal Charity Classic organizers to stage the merchandise tent, which will be located near the 14th hole. The package features new custom fixtures that AHEAD collaborated with Bruno Event Team, a Birmingham, Ala.-based sports marketing and event management company, to design and manufacture. Merchandise such as hats, polos, jackets, sweaters, T-shirts, golf balls, and accessories bearing the tournament logo will be available.

“We’ve had the pleasure of working with Bruno Event Team on multiple events over the years, and we’re happy to take our partnership to the next level by working with them on a new custom solution for their events,” said Anne Broholm, CEO, AHEAD.

“In order to continue to provide the best in customer service for the fans of the Principal Charity Classic, we felt that it was important to improve our merchandise shopping experience,” said Sean Sovacool, executive director for the 2018 event. “By bringing in the beautiful fixtures provided by AHEAD, along with their great line of product offerings, we are confident that our fans will enjoy the upgrade. We could not have picked a better partner to help us reinvent the overall merchandise experience for our great fans in Des Moines.”

The tournament features a Pro-Am on Wednesday and Thursday, with the three-day, 54-hole tournament set to tee off Friday. The Champions field features four players in the Top 10 on the Charles Schwab Cup Money List: Bernhard Langer, Jerry Kelly, Scott McCarron, and David Toms. Several past champions also will participate, including last year’s winner Brandt Jobe.

For more information about AHEAD, visit To access the company’s online shop page, visit


Founded in 1995, AHEAD is a multi-dimensional brand with a proven track record of success distributing headwear, apparel, and accessories to the green grass, resort and corporate markets. Its single focus of providing quality products, with innovative, high-quality design, and merchandising concepts has led to more than 20 years of continued growth and expansion. AHEAD is a leading supplier of headwear to the USGA, PGA of America, Ryder Cup and numerous PGA Tour events in addition to more than 5,000 green grass and resort shops throughout the world. Among active professional golfers who wear AHEAD gear on the course are Jim Furyk and Brittany Lincicome. Golf legends Jack Nicklaus and Annika Sorenstam wear AHEAD exclusively.


Media Contact:

Karen Moraghan
Hunter Public Relations