Cuater by TravisMathew: performance vs style. Who will win?

By: March 17, 2020

How many new footwear and accessories manufacturers can enter and stay in business in the golf industry in 2020 and in the future? This and similar questions came to my mind when I heard of Cuarter by TravisMathew‘s footwear and accessories.

Cuater by TravisMathew Gloves 1080x1080-Studio-7

About themselves they say

Cuater by TravisMathew is a premium performance brand focused on creating versatile, comfortable footwear and accessories.

They think most performance products on the market are overdesigned with exaggerated technology. Therefore Cuater by TravisMathew is trying to avoid overcomplication without sacrificing style.

The tricky part is the differentiation and positioning of the brand, not to forget the perceived quality.

Cuater by TravisMathew The Ringer golf shoes

It is really important to understand what influences perceived quality (e.g. performance, durability, reliability, features, fit & finish).

It would the sales of the products if the customer could read a more convincing description of the products by explaining how the chosen technologies help them to play better and meet their expectations.

What I really liked in Cuater by TravisMathew is the usage of OrthoLite insoles.

Among their 4 golf shoe models, The Ringer (Price: $199.95) has the best chance to succeed thanks to its features.

Nevertheless, Ecco Golf’s Ecco Biom Cool Pro is much more convincing. This is why I will play golf in Ecco Biom Cool Pro this year and hopefully more years.

Ecco Golf took a holistic approach by thinking

  • Not just about the performance and comfort (e.g. yak leather, GORE-TEX SURROUND, FLUIDFORM Technology, etc.) of the shoe, but how can golfers keep it clean for the next game.

I hope Ecco Golf will continue on this path….and add more relevant and useful services to help us have meaningful and memorable experiences.