INTERVIEW: Earl Cooper & Olajuwon Ajanaku Talk 'Eastside Golf;' Brand, Exposure, Black Representation + More

Summary

Podcast Summary: The Breakfast Club – INTERVIEW: Earl Cooper & Olajuwon Ajanaku Talk 'Eastside Golf;' Brand, Exposure, Black Representation + More

Introduction of Guests and Their Backgrounds

In this episode of The Breakfast Club hosted by DJ Envy, Jess Hilarious, and Charlamagne Tha God, special guests Earl Cooper and Olajuwon Ajanaku join the hosts to discuss their innovative venture, Eastside Golf. They delve into their personal journeys, the inspiration behind their brand, and the broader implications for black representation in the golfing world.

Their Journey into Golf

Earl Cooper and Olajuwon Ajanaku share their unique paths into the world of golf, highlighting how their upbringing and personal experiences shaped their passion for the sport.

[04:43] Olajuwon Ajanaku: "Yeah. I was born in Houston, but my family was big Rockets fans. It was a way to stay out of the streets."

Raashaun Casey, co-founder, elaborates on his early introduction to golf:

[05:01] Raashaun Casey: "I started playing golf at the age of six through the LPGA Urban Youth Golf Program. At 13, I won the Golf Channel Drive Chip and Putt, which was a turning point for me."

The Eastside Golf Brand

The conversation shifts to the creation and growth of Eastside Golf, a brand that merges streetwear aesthetics with high-quality golf apparel, aiming to make golf more accessible and appealing to underrepresented communities.

[13:14] Kwame Ajanaku: "I created the logo to represent authenticity. It's about being yourself on the golf course and breaking stereotypes."

Challenges and Experiences as Black Golf Professionals

Kwame Ajanaku discusses the hurdles faced in a predominantly white sport and how Eastside Golf seeks to address these barriers.

[09:48] Kwame Ajanaku: "There are roughly 300 African Americans out of 28,000 PGA members. We have a lot of work to do in increasing representation."

The guests recount personal anecdotes of facing discrimination and the importance of perseverance.

[25:36] Kwame Ajanaku: "I got kicked off a private country club for wearing our branded pants. But we stood our ground and now those styles are sold in pro shops."

Community Engagement and Representation

Earl Cooper and Olajuwon Ajanaku emphasize their commitment to community upliftment through golf, organizing events that remove financial barriers and promote inclusivity.

[15:23] Raashaun Casey: "We host community days where we buy out entire golf courses, providing free access, lessons, and an inclusive atmosphere."

Their initiatives extend to supporting HBCUs and fostering young talent through scholarships and funding.

[34:12] Flex Alexander: "I see you all investing in the HBCUs as well."

Future Plans and Expansion

Looking ahead, the guests outline ambitious plans for Eastside Golf, including expanding retail presence both domestically and internationally.

[30:41] Kwame Ajanaku: "Our first brick-and-mortar store is in Tokyo, and we’re building another at Detroit Airport. We're also developing our own line of golf equipment."

They discuss partnerships with major brands and influencers to elevate their brand's visibility and impact.

[32:23] Raashaun Casey: "We've signed PGA Tour professionals like Joseph Brantlett and are featured in major golf events to promote authenticity and cultural relevance."

Closing Remarks and Final Insights

The episode concludes with motivational insights on breaking barriers and the importance of representation in sports.

[35:32] Raashaun Casey: "We can't be successful without supporting the programs that foster the next generation. It's about creating a legacy."

Notable Quotes:

• Raashaun Casey [05:01]: "Building a career isn't just about a job; it's about creating a path that impacts our community and future generations."
• Kwame Ajanaku [09:48]: "Less than half of 1% of PGA members are African American. We need to change that."
• Raashaun Casey [13:14]: "Our tagline is 'Be authentic.' That's who we want everyone to show up as on the golf course."
• Raashaun Casey [15:23]: "Community days eliminate financial burdens and allow people to discover the greatness of the game."

Conclusion

Earl Cooper and Olajuwon Ajanaku's initiative, Eastside Golf, stands as a testament to the power of passion, authenticity, and community engagement. By blending fashion with sports and breaking down racial barriers, they are not only redefining golf attire but also making significant strides toward a more inclusive golfing community. Their story is one of resilience, innovation, and unwavering commitment to making golf accessible and enjoyable for all.

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Connect with Eastside Golf:

• Website: eastsidegolf.com
• Instagram: @eastsidegolf
• TikTok: @eastsidegolf
• App: Available for download on major app stores

Stay Tuned: Subscribe to The Breakfast Club on iHeartPodcasts for more inspiring stories and interviews with influential figures.

Transcript

[Raashaun Casey]

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[Olajuwon Ajanaku]

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[Flex Alexander]

Wake that ass up early in the morning.

[Lenard McKelvey]

The Breakfast Club Morning everybody. It's DJ Envy. Jess. Hilarious Charlamagne the Guy we are the Breakfast Club. We got some special guests in the building. Yes, we have Olajuwon Ajanuku. Did I say that right?

[Olajuwon Ajanaku]

Ajanaku.

[Kwame Ajanaku]

Ajaku.

[Lenard McKelvey]

Ajanaku. Okay. And Earl Cooper, welcome.

[Flex Alexander]

How y' all brothers.

[Raashaun Casey]

Doing, man.

[Kwame Ajanaku]

Doing good.

[Flex Alexander]

Olajuwon. I always hear your first name as the last name. I've never. I've never met an Elijah 1. Who's Elijah 1 was the first name.

[Lenard McKelvey]

That's because of Hakeem. Hakeem.

[Kwame Ajanaku]

Yeah. I was born in Houston. I was born in Houston, but my family was a big rock. They were both big Rockets fans. And, yeah, just one thing led to another. First name is. Well, last name is my first name.

[Flex Alexander]

Got you, Got you.

[Lenard McKelvey]

So it's named after Elijah.

[Kwame Ajanaku]

That was. I was my father. He was born in South Memphis, and he changed his name. Joined the Black Panthers when he was about 24. Change his name from Robert Rutledge to Kwame Ajanaku. And Now I'm Elijah1 of Jonaku. Yeah, they want the slave master name.

[Flex Alexander]

What's Your ancestry?

[Kwame Ajanaku]

Yeah. 40% Nigerian.

[Flex Alexander]

Okay, okay.

[Kwame Ajanaku]

But it's. It's a Ghanaian name. Yoruba. But. But it's a split in between the two. They were just big Houston Rockets fans. Dope, dope.

[Olajuwon Ajanaku]

And then when I first met Earl, I didn't realize that I never met a young Earl before. Yes. All I know is your name Earl for real.

[Raashaun Casey]

Name you got to grow into. Yeah.

[Olajuwon Ajanaku]

Yes, definitely. You ain't grow into it yet. You still look too young for Earl, but.

[Flex Alexander]

All right.

[Raashaun Casey]

I got a son on the way. He gonna be Earl, too.

[Olajuwon Ajanaku]

Oh, look at him.

[Kwame Ajanaku]

Okay.

[Raashaun Casey]

The world needs another Earl.

[Flex Alexander]

I mean, DMX made it a classic name.

[Kwame Ajanaku]

Yeah.

[Lenard McKelvey]

Simmons, of course.

[Kwame Ajanaku]

Yeah.

[Raashaun Casey]

Yeah, you're right. You're right about that.

[Lenard McKelvey]

So how did you guys get into to golf? What made you say golf is a sport that I want to do? I want to try. I love and talk about that. Your passion for golf.

[Kwame Ajanaku]

Yeah. A friend of the family introduced me to the game. I grew up with his sons playing golf. We all end up getting golf scholarships to college. But the thing was, we ended up playing basketball and golf growing up, so we were really competitive, and it was just on the east side of Atlanta. I mean, it was a way to stay out of the streets for real. Like, off Boulder Crest Road, you know, east side. It was tough. But right when I leave, because right when I leave the golf course, I mean, the hood is right there. But, like, when I'm at the golf course, like, it was positive influences, always at the golf course. I didn't really have that as much as. As much at home, but why not go to the golf course and actually get that? So judges, doctors, lawyers, entrepreneurs. These are the people that I'm looking up to like, how are these people at 11am on a Tuesday, just out and about doing their own thing. And now it was golf. So I just wanted to be a part of that and have that to be a part of my life. So that's what really just pushed me to it.

[Olajuwon Ajanaku]

Yeah. And you're from Delaware?

[Raashaun Casey]

Yeah, yeah, I'm from Delaware. Really? Yeah, yeah.

[Flex Alexander]

I didn't know people really was from there.

[Raashaun Casey]

Yeah, yeah, yeah.

[Olajuwon Ajanaku]

I told you.

[Raashaun Casey]

Only two of us, two black people.

[Olajuwon Ajanaku]

But you play golf too, right?

[Raashaun Casey]

Yeah, yeah. I started playing golf at the age of six. Inner city youth golf program. It was called the LPGA Urban Youth Golf Program. And my parents just signed me up. Like nobody in my family played. And I often like to say I'm happy that my dad didn't listen to a six year old because left up to me, I was like, I don't want to do this, you know, where are all my friends, where everybody look like me. But he kept me in it. And then at 13 I ended up winning the Golf Channel drive chip and putt, which is like a free trip to Disney World. I was on TV and I'm like, man, if every golf tournament like this I'm ready to practice. And you know, was fortunate enough, Olajuwon and I, you know, had a golf scholarship to Morehouse College and played on the golf team there. And that's where we met.

[Flex Alexander]

Break that down for you. Said it was called the inner city.

[Raashaun Casey]

It was called the lpga, which is Ladies Professional Golf Association. So they had a ladies major event in Wilmington called the McDonald Championship. And they created like a non profit off of that. And then it was that urban youth golf program. So again, just trying to get young kids involved in the game. And then for us, I'll say that's what also kind of helped shape our point of view. Like because everyone's like, well how did y' all get here? And these programs are great, but you need an evolved adult, right? Like all of you all have kids. So you're not just going to drop call it a 10 year old off at a golf course, right? The average age is a 50 year old white man, right? And then you come back, you're like, what happened? Right? So it takes an evolved adult. And that's one of the things that we're always constantly encouraging people like go with the kid. You know what I mean? Whatever that may be. So a lot of our focus has been on young professionals, not necessarily just the kids, because we don't even make kids clothes. Just yet.

[Flex Alexander]

I wonder how much Tiger woods made people feel like influence people. Yeah, influence people to reach out to young black kids and try to get them involved and go.

[Raashaun Casey]

I mean, he was, yeah, everything for us, like coming up, Tiger woods was, you know, he dominated it. He made us want to watch it. You know, you want to be just like Tiger.

[Kwame Ajanaku]

When I, I mean, the catalyst for me, when I was 13, actually, I was playing golf at. It's across from East Lake Country Club in Atlanta where they hold the Tour Championship. Y' all definitely gotta come out for that. But across from there, Charlie Yates Junior Academy in 2001 actually got sponsored by Nike to go up to Chicago. I got a 30 minute lesson from Tiger woods and Earl woods at the time when his father was still here. So, I mean, ever since then I just been on it, you know, I've been hungry for the game. I mean, everything that it entitles as far as like gives you, you know, and just the people that it surrounds you, that surrounds you because you play it. So, yeah, it's done wonders for me.

[Olajuwon Ajanaku]

But what made you all want to stick with it though, right? Because I know you said if you, when you were six, you wouldn't want to do it. It's born. That's the first thing that, you know, people argue and they say about it. What made y' all want to stick with it? Y' all actually have a golfing brand. Like what people are buying is y' all got stores about to open up and airports and everything. Y' all still about to have y' all peril. And what, Nordstrom or something like Nordstrom's right now?

[Raashaun Casey]

Yeah, right here in New York on 57.

[Olajuwon Ajanaku]

What made y' all want to stick with that? You don't really see a lot of us and golf, right?

[Raashaun Casey]

Yeah.

[Kwame Ajanaku]

So honestly, for me, golf changed my life. I mean, as far as temperament, resilience, you know, I mean everything that I am, as far as like just hard work and structure. I mean, because when you look at golf and every shot that you take in golf, it's individual, you know what I'm saying? You can't look at the entire thing as you get it lost. But that's just like life. You got to take it one step at a time, a day at a time, you know, and golf just taught me to be really intricate on each single detail. And that's a. Literally just relate that over to my professional career as far as corporate finance when I was in that, about to become VP of sales, over to here running a business, you Know, there's steps to it and you have to build systems to be successful. And it's crazy. I use all of those things from golf to relay it onto my business. And it's. And it's been working.

[Lenard McKelvey]

When do you take the step to, to be professional as far as a golfer?

[Raashaun Casey]

Right.

[Lenard McKelvey]

You know, you see all these people, everybody's into golf and. But when is it profess and break it down a little bit. Like, we all know basketball, we know there's a draft. We all know football, we know there's a draft, we know baseball, you go into the D league or the farm league, as they call it. So how does golf work when it comes to that? Because you were a professional full time.

[Raashaun Casey]

So I'm a PGA professional. So PGA professionals are the men and women and we're experts in the golf business. So at every golf course there, there's a person that managed that and so more. That's what I did. So you get your PGA certification is 28,000 PGA members across the country. Out of that 28,000, there's roughly like 300 African Americans. Right? So the number is, you know, that's less than half of 1%. Right. So there's definitely a lot of work to be done there. But that's what I'm considered a PGA professional versus Elijah one. You want to explain?

[Kwame Ajanaku]

Yeah, I mean, the reason that I started this brand was, I mean, back when I. After I graduated from Morehouse, major was accounting, minor in finance, I turned pro in golf. I did that for a couple of years, won a couple of mini tour events, but got to a point I just couldn't afford it anymore, you know, taking a buy jobs, cart boy, caddying, like hustling, however I can get it to fund my golf career. Last time me and my mom got an argument, she was like, yo, it's about that time you get a job. You know what I'm saying? And so had to stop that. And I started my finance career. I was in commercial finance for about 10 years. But it got to a point, like I said, I wanted to play professional golf, but I knew it'd be hard to find sponsors. So to your point, the only way to turn pro is to have sponsors in the game.

[Lenard McKelvey]

You gotta be good enough where sponsors find you.

[Kwame Ajanaku]

Absolutely, absolutely. And it's full circle for me. Actually, I'm turning back pro and golf in June. That's the reason I started the brand, because I was like, if I can't find any sponsors, why not take the entrepreneur route and sponsor myself? So now I have, you know, Southern Co. In Georgia, power being one of my. One of my sponsors for professional golf, along with a couple of other companies in Atlanta. But it's. I mean, the whole thing is sponsorship is dollars. If you can raise that and that company can see what they can really get out of you, where it comes to, like, a certain type of customer or a certain type of field, they'll pay you for it.

[Lenard McKelvey]

How much do you need to be a professional? Like, how much do they need to sponsor, like, say, a company like that to put you in the league to go against the Tiger woods or whoever the top professional is now?

[Kwame Ajanaku]

Yeah, it varies from tour to tour, because some tour entry fees are. I mean, it ranges from 1,000 to sometimes $5,000 for an entry fee into the tournament. So that doesn't include, you know, travel, your caddy, food, rent, you know, something breaks, you know. So it would range from anywhere. I would say 175, 175,000 to 250,000.

[Flex Alexander]

I love both of y' all. I love your stories because y' all represent. I like when people get into an industry and they show all sides of the industry. When I hear PGA Professional, I'm thinking, that's a player, right?

[Lenard McKelvey]

That's what I mean.

[Raashaun Casey]

That's what I say.

[Flex Alexander]

It's somebody who does the business, and that's like, damn, there's so many different ways for us to be involved in this sport.

[Raashaun Casey]

No, I completely agree. And I feel like that's one of the things that I'll say really just excites me about our business is the fact that we're having an impact on the sport without actually playing it. Right? And so it's kind of like a basketball analogy would be like, we working in the front office, right? And so we're getting everyone excited and bringing everyone along with us, right? Like, when you think about when the brand started, it was right before COVID And then, you know, our first viral moment was Chris Paul wearing it head to toe when he was a player, when he was the president of NBA Players association, the night of the boycott, the event that happened in Kenosha, Wisconsin. And so, like, that's. That's how we kind of went viral, but it was through basketball. And then from there, you know, we got hooked up with Michael Jordan, and we've had, like, Cece Sabathia, Victor Cruz, you know, Pekas, Steve Stout, like, you name it. All of these guys are like. We see exactly what you guys are doing, right? Like, you are bringing in people into the game culturally relevant. And in a way, like, our tagline is, you know, be authentic. So that's all we require.

[Olajuwon Ajanaku]

And your logo, I love it.

[Raashaun Casey]

Barack Obama. Right?

[Olajuwon Ajanaku]

Barack Obama. No, it's not.

[Kwame Ajanaku]

I call you sure.

[Flex Alexander]

I think they know I'm looking at the ears.

[Raashaun Casey]

I'm looking at the ears.

[Kwame Ajanaku]

It's crazy.

[Flex Alexander]

Swinging a golf club.

[Kwame Ajanaku]

It's crazy. The logo is actually me. I created it.

[Flex Alexander]

I ain't gonna lie.

[Raashaun Casey]

He just killed.

[Lenard McKelvey]

Look at that.

[Flex Alexander]

I just noticed I've been doing his whole life. I never looked at his ear.

[Kwame Ajanaku]

But, yeah, I created the logo. I wanted to turn pro. Like, I said it was gonna go on my bag and my polo, and then I showed it to him. He was just like, yo, put that show on a T shirt. So I did. Went downtown Detroit, and I maybe got stopped a hundred times in two hours. Just like, who are you? What's that logo? Where can I get it? And do you play golf? That's what I knew I had something.

[Flex Alexander]

I mean, it's fly even. Even if you're not into golf. It's just a fly logo show.

[Raashaun Casey]

Yeah, no, that's one of the things we always say, like, you know, you don't play polo, but you wear Ralph Lauren. Correct? Right. And so you don't have to play golf in order to wear Eastside golf. And, like, even a jacket, like, we got a Jeff Hamilton jacket. Like, that's not, you know, I mean, you're not going out on a golf course with that. But we do make golf clothes for the golfer. But at the end of the day, like, our whole strategy was, like, meet people where they are. Right? And that's why it's important to come up on, like, this platform, because this is where the people at, right? And they need to know and hear, like, no golf is available for you. Golf. When you think about it, majority of golf courses are public parks owned by municipalities. So your tax dollars go towards that. And so, again, just encouraging people to go out there and experience that. And matter of fact, we actually have a community day coming up in Wilmington this Friday, this week. And again, it's a great, like, microcosm of, like, what we're trying to create, where we buy out the entire golf course. So everybody comes. And it's not just. We like to say, it's not just, like, underrepresented communities. Like, people fly in for our events as well. We certainly bring the community out, but we pay for everything. The food, the lessons, the range, the golf course. And it's an unbelievable atmosphere that's created when you eliminate the financial burden and people can really discover how great the game is and just meet other people.

[Lenard McKelvey]

I was going to ask is, you know, with golf being so expensive, how do you get, you know, our community get involved? Like, because clubs are expensive, renting the time at the golf course is expensive. It's not like you grab a basketball and get a park and you just go shoot. So it makes it so expensive. So what do you tell people? How could they start if they want to get into it and don't have the finances?

[Raashaun Casey]

Yeah, I mean, there's plenty of ways to start. First, you got to, you know, the hard part is just kind of finding a golf course. Once you find a golf course, there are programs out there.

[Lenard McKelvey]

Should you start there or should you start at a range first?

[Raashaun Casey]

Well, just. I'm saying most golf courses have a range. It may be small, but you can start at a range or indoor simulator. But getting the clubs, I think, again, it's a misnomer that you have to, you know, buy this whole set that's fitted. No, you know, I think that's the worst thing to do.

[Olajuwon Ajanaku]

Yeah, that's my husband's problem. Like, what. What are we doing?

[Raashaun Casey]

Yeah, in the beginning, I'm always. We're always encouraging people to go get starter sets. And starter sets can range anywhere from $500 to $750. You can go to a golf Galaxy, also, pick up eastside golf there, and that'll give you all the equipment. And in the beginning, you, you know, it's just changing a lot. Even if you don't have that, you could go to the range and just say, hey, can I borrow a seven iron or just one club? And typically they have those clubs there available. So, look, I mean, we spend money, you know what I mean, on clothes, on all kind of stuff. So what our biggest thing is, we just want people to recognize the value. And when young professionals understand, like, look, you guys work at iheartmedia, they have golf events. So it's an opportunity to engage, whether it be artists, account execs, whoever, like, decision makers, and you get a chance to spend that quality time with them. And that's the, like, big unlock. Like, oftentimes, when golf opportunities come up, we're on the sidelines. We're like, man, I ain't going out there. I want to embarrass myself. But that's where the deals are happening.

[Flex Alexander]

Let me ask a question. I can think of times, right, like, when I was younger, you know, me and my now wife walking into, you know, restaurants in South Carolina, seeing nothing but white people in there, nothing but white people working there and saying to ourselves, yeah, this ain't for us. And I remember one time in particular, you know, we went to one, and it was like, oh, no, we leaving. And the waitress was like. The woman at the door was like, why y' all leaving? Because too many white people. And I was like, yeah, the golf course probably is 10 times as intimidating as that, just because it's like, we don't see each other out there. So if a couple of guys just pull up on the golf course, are they going. Are they going to be welcomed?

[Kwame Ajanaku]

Yeah, I mean, well, so they have private country clubs, and then they have municipalities, as he once said, public parks downtown, what you pay your tax dollars on.

[Flex Alexander]

That's what we need to be.

[Kwame Ajanaku]

Yeah, a lot of those. A lot of those golf courses are definitely welcoming. They know it's your first time coming out there. And on top of that, you know, some. Some of these golf courses have bucket of balls, might be 12 bucks, and play it against sports and balls. Yeah, pause, play, pause.

[Flex Alexander]

What's wrong with y' all?

[Kwame Ajanaku]

Grow up.

[Raashaun Casey]

Y' all.

[Lenard McKelvey]

Pause.

[Flex Alexander]

Problem. Y' all cheap as balls.

[Raashaun Casey]

You gotta relax now.

[Olajuwon Ajanaku]

What is your problem?

[Flex Alexander]

Oh, I said that's cheap as a ball.

[Kwame Ajanaku]

Yeah, yeah, some golf balls.

[Raashaun Casey]

Oh, man.

[Flex Alexander]

Continue.

[Raashaun Casey]

Yeah, continue.

[Kwame Ajanaku]

So downtown, bucket of golf balls might be 12 bucks, but then you can go to play it again, sports and get a whole thing of clubs. 14 clubs for $100, $125. And this is an investment, you know, like, whatever. And I see this all the time. Whatever you do with your life, I don't care what you do. If you play golf, it will increase that revenue. It will increase whatever opportunities. So many different types of people play golf. I mean, I've met guys that, you know, own movie companies, guys. Investors out in Palo Alto. I mean, all the way over to being at Liberty National. The fireman family that sold Reebok. You know, all of these different types of people play golf. Doctors, lawyers, these same type of people that I grew up seeing. But the connection that they have in their circle, I mean, if you play golf, you can go out, oh, let me invite my guy. All of a sudden, you got to force them. Three, four guys out there playing golf, and you don't know who it is, you know, relax.

[Olajuwon Ajanaku]

Is going on right now. You know, people ears are sensitive. You said force them. Everybody trying to figure out, wow, yes.

[Flex Alexander]

Y' all don't have gay ears. Yes, this guy has Gay ears. I'm listening to you because I'm. I'm intrigued by what you gay.

[Olajuwon Ajanaku]

What, are you intrigued by the. For some.

[Flex Alexander]

No, I've heard that before. I've heard everybody say that. You know, they golf because it's great for networking. And, you know, I've golfed once. I was terrible at it. I got frustrated.

[Raashaun Casey]

Yeah.

[Flex Alexander]

But. But it's a time for men to do something we don't do, which is talk.

[Kwame Ajanaku]

Yeah.

[Flex Alexander]

You know, for a long period of time. It's good bonding for men, I think.

[Raashaun Casey]

Yeah. No, I agree.

[Lenard McKelvey]

I think on the golf course, though. Yeah.

[Flex Alexander]

Yes.

[Raashaun Casey]

Yeah. Nah. And it's funny you said men, because we actually. We're doing a campaign featuring Justin Tuck. Just talking about fathers, because a lot of times, again, you're talking about that opportunity to bond and, like, it's a great sport, like, to just go out there. And a lot of times that's a. That's a man's hobby. You know, I mean, well, we definitely support the women to get out there as well. And I. I agree that golf can be intimidating. Like, look, I was the first African American golf professional at two golf courses that were over 100 years old.

[Flex Alexander]

Whoa.

[Raashaun Casey]

So the 1899 Detroit Golf Club and Wilmington Country Club in Wilmington. I started out as a caddy there. Right. So, like, used to dream of going in the clubhouse. Like, man, like, what would that be like? And, you know, the point. And I feel like the reason why I took both of those roles was simply because here's an opportunity to reset the standard. Right. They don't know. They've never even interact with someone at that level in that position. And so it's important that we do go and kind of push through that uncomfortableness. And that's kind of what I'm saying, where, as an adult, if the adults can go, we know it's just gonna. They're gonna look up to you, you know, and so if they see you doing. The goal for us, we don't want it to be a shock when we show up or minorities show up and they're playing golf. We want that to be normalized. Right. But that's up to us to normalize it amongst that generation. Just like we normalize everything else. Something as simple as, like, going to the movies or every summer y' all go to this place, whatever it may be, it's just normal. Just you saw it and have you.

[Earl Cooper]

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[Lenard McKelvey]

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[Raashaun Casey]

Panoramic moonroof, ambient lighting, bows and massaging leather appointed seats are optional features.

[Lenard McKelvey]

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[Flex Alexander]

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[Raashaun Casey]

So that's the thing. Our goal is that we want this next generation to really say, you know what, I may play golf once or twice a year and I'm cool with that. But at least when the opportunity comes, we're not sitting on the sidelines.

[Flex Alexander]

That's why labels suck. And it's like, you know, who says golf is a Life Sport 1000%. Imagine if Cooper flag, you know, Larry Bird felt like that about basketball. Like, no, if you got a love for something, you should be able to, you know, embrace it.

[Raashaun Casey]

Yeah, sure.

[Olajuwon Ajanaku]

Going back to your. Your logo, though, now, because most people may think it is a white sport and that, because that's what we've seen, you know, up until now and, you know, a little bit before, did they. Did you ever receive any flack about the black man with the golf club and the chain and the jeans?

[Kwame Ajanaku]

For sure.

[Raashaun Casey]

For sure.

[Kwame Ajanaku]

I mean, I'll. I'll take it a step back. I. There was a point. I went to this country club in Michigan and I was wearing these pants and these white guys on the range. It was a private country club. These white guys on the range had on the same pants. Now, I didn't have any belt loops on the pants, but I got singled out and lo and behold, I ended up getting kicked off the course.

[Flex Alexander]

Those pants you got on now?

[Kwame Ajanaku]

No, not these. There were some other ones that I had on. This was. This was maybe like four years ago, and we had just started making pants. Yeah. Whilst they're at the business. Had a Jordan got kicked off.

[Flex Alexander]

But why was it a dress code? Like, I don't.

[Kwame Ajanaku]

Yeah. Dress code. So definitely said, yo, is it okay if I just wear these for today? Like, no, you gotta go home and change. I come back and change, get back on the driver range. And it just like, yeah, how can I help you? Like, you gotta wait till the. The member gets here, you know, and, you know, that was four years ago. And it's crazy to say now we have clothes that are being sold in that pro shop. But I say that because it's the same logo. You know, this logo was me. And, I mean, there was a point when I first came out with it. I got ags. Yo, is that a noose around his neck? You know, like, I didn't know what that was. And I'm like, it's the Cuban link chain. Like, come on, bro.

[Flex Alexander]

That's just a funny joke.

[Kwame Ajanaku]

Yeah, yeah.

[Flex Alexander]

For him to ask that, like, you know, that ain't no goddamn.

[Kwame Ajanaku]

Yeah, yeah. But either way it goes. Giving the slack on it. I mean, to be honest, even my man, like, when you first started, like, he was just like, I don't know if that's gonna work. You know, just from his experience being in that, I don't know if that's gonna work. And I didn't go through the PGA school and PGA program. I didn't work at a golf country club. I just wanted it bad, you know, and showing who I am. And that's our tagline. Be authentic. That's who I. That's how I want everybody to show up at the golf course. That's what's gonna grow. The game is you being yourself and continuously being yourself, even though it's out at the golf course. A lot of people might see the golf course or country club and might feel like, that's corporate America or I gotta change up how I am. Like, nah, Like, I want you to be yourself and wear Eastside golf while you're doing it looking good.

[Flex Alexander]

Well, we haven't seen that influence yet. You know, at least in tennis. You know, Venus and Serena were unapologetically black. Tiger, no, Tiger was like, I'm not black. I'm Koblin Asian or whatever.

[Raashaun Casey]

He said, yeah, yeah, no, you're right. I mean, and that's really. Again, that's up to us. And, like, for us, even our strategy, like we said earlier, all of the culturally relevant people that we engage with, we needed that first in lifestyle. Like, we were selling our stuff in UP nyc, we were selling it in bodega, you know, all of the top tier streetwear accounts. And now we're transitioning to more big box stores and now transitioning to the golf course. Right? Because at the end of the day, if we just showed up, you're right. It was just two black guys with a logo. Even though we did play golf, it's just like, whoa. Where the rest of y' all at is that really a model? Is that a business? And we have proven that. I mean, you've seen it, you know, even, you know, look at what Khaled has done, you know, in the golf space. And we were with Khaled very early on along that journey, you know what I'm saying? He's actually in one of. We have a documentary and he was, you know, featured in our documentary talking about the Jordan shoes and the impact that we had there. So, like, I think what we've done now is like, build a community and like, built a proven model on June. What's a June 1st? It'll be six years. Right?

[Flex Alexander]

I'm sorry, Go.

[Raashaun Casey]

No, I'm just saying, like, a lot of companies don't even make it to six years. Right? And so it's certainly. It's a real thing that we got. It's just, again, we have to continue to. To push and support each other.

[Flex Alexander]

Has Khaled had real impact on golf? Because I don't. I never can tell if he's really in love with golf or he. If he's just pushing sneakers.

[Raashaun Casey]

Nah, I mean, he has. He was on the COVID of Golf Digest. I mean, it got a lot of excitement. He's got a lot of followers. He's got big influence, right? And so, you know, we've been fortunate enough to work with him to go to his golf events. He supported our merch. You know, he's always shouting us out, like we delivered him a locker and like all of that. And so. Nah, it's been. It's been huge. Because also, also, when you think about it, like, in order to grow golf, it's gonna happen in this room. Like, they need us. Everything is trying to grow, and this is the only market that they haven't tapped yet.

[Olajuwon Ajanaku]

Listen, man, y' all got some of the dopest collections y' all had. Me and my husband out there.

[Raashaun Casey]

Great.

[Olajuwon Ajanaku]

Listen, and I'm telling you, it was all kinds of people. What is that? What is that? What brand is that? You know, because. Yes, y' all here. And some of the. And which I say street. Y' all wouldn't call that street wear, would y' all?

[Raashaun Casey]

I like lifestyle.

[Olajuwon Ajanaku]

Lifestyle, Right. But then y' all also do have, like a high quality.

[Raashaun Casey]

Yeah.

[Olajuwon Ajanaku]

Performance apparel brand. Right? Where I got. I had the tennis skirt on. I got. And the slacks. My husband wore the slacks. Y' all even had the shoes, y' all. I got some of the dopest collaborations with Jordan's. I think he had the. Yeah, I think he had on the.

[Raashaun Casey]

Six to lows, of course. Yeah.

[Olajuwon Ajanaku]

And then I had the air mattress. You can change the. It come with a different color. Yeah, you can change the swoosh. I was out there like, I've been doing this forever, lying and everything. We was out there looking the part, man. So it's definitely quality. And then tell us about the Detroit store in the airport that y' all about to.

[Kwame Ajanaku]

Yeah. So finally. Well, so our first brick and mortar we actually have in Tokyo, Japan. We created that maybe two and a half, three years ago. Our second brick and mortar, we actually building at Detroit Airport dtw. And the main reason is because we have a. I mean, big history there. Him being the first black PGA professional at Detroit Golf Club, me being. Me starting the brand in Detroit, downtown on the east side of Detroit. You know, it's just full circle for us. So why not start. Well, why not build that. That store in Detroit?

[Flex Alexander]

Why Tokyo?

[Kwame Ajanaku]

Actually, the PGA show that they have at the beginning of the year, it's like a. It's like a big, big box retail show. And we sell to all these different country clubs. We went there in February 2020 and literally got approached by some. Some Asian gentlemen, you know, Japanese guys, and they loved us so much. They was just like, yo, we want to bring that over to Tokyo. Sent them like a 10,000. They sent us a $10,000 PO. We sent them back merch. It sold out in 24 hours. And ever since then, it just grew from there. And then we end up getting a relationship with a gentleman as a distributor and then open our first store in Tokyo.

[Flex Alexander]

Congratulations. I wanted to ask you about the golf world, though. Is the golf world embracing this cultural shift that's happening?

[Raashaun Casey]

I think yes. I think they just don't know what to do. Right. So it's like using the word like collaboration or like feature or remix. They like. We don't know. They obviously want it because, like, right now, like, YouTube Golf is exploding. Like, exploding. Like YouTube Golf in some cases are more popular than what the golf you see in on TV.

[Flex Alexander]

What is YouTube Golf?

[Raashaun Casey]

So YouTube Golf is where they basically have like, influencers go out there and they film their round playing golf, or like they're talking in the cameras and then pulling in pros. But I think they are embracing it some. There's always going to be some resistance as well. I think where we are, though, we recently just signed our PGA Tour professional. One kid by the name of Joseph Brantlett.

[Kwame Ajanaku]

Bramlett.

[Raashaun Casey]

Bramlett, 37 years old, went to Stanford. You know, he's the second African American that's playing regularly out there on tour, outside of Tiger Woods. But actually this week, we have a kid playing in a major championship. His name is Huginio Chachar, and he's playing the PGA Championship, which is like a big deal. So you got the Masters, the PGA this week. And how we basically want to position is like telling these guys to be their authentic self, but also at the same time, like, they're waving the flag for us, right? And they're kind of showing them, you know, that on and off the course lifestyle. Like we're even gonna be having these guys do. Not a tunnel walk, but like a walk up. Right. Like, we styling them from the moment they get out the car. Today changing. So we're really just NBA joint.

[Flex Alexander]

Exactly.

[Raashaun Casey]

We're really bringing that influence. And, you know, we do have an investment from the PGA of America. So they invested in our company. So, you know, we've been raising capital as well to just grow and expand, because as you all know as business folks, you need money. You know, you need either a relationship with a bank, you need, you know, family and friends. You need something to be able to grow. And so especially too, like now we're getting in the Nordstrom's Golf Galaxy house of sport. We're going into snipes and 70 doors there. So, like, those are big, big purchase orders, right? And so you're buying on future, so you definitely need, you know, that financial cash flow.

[Flex Alexander]

And I see y' all investing in the HBCUs as well.

[Raashaun Casey]

Yes.

[Flex Alexander]

Yeah. 300 grand in the morals.

[Raashaun Casey]

Yeah.

[Kwame Ajanaku]

Yeah. So far, 300,000. First year, I think about two years ago, we gave 50,000, and it's just been up ever since. We have an invitation at Liberty national right over in Jersey every year, east side Collegiate. One that actually is at Frisco, Texas. We have an east side golf invitational for college teams to only play in that tournament is a fundraiser for the Morehouse College golf team.

[Flex Alexander]

Gotcha.

[Kwame Ajanaku]

Yeah. Yeah. So Mercedes Benz has been one of our primary sponsors. We're both Mercedes Benz and USA ambassadors. They sponsor the tournament. And we end up giving the. The boys probably about 100 grand every year. And it's just been growing. Now they have author Blank foundation down in Atlanta, actually gifted them an entire simulator room. So that means a simulator room probably about this size, where they get the putt, hit golf shots all times of the night, or just get in that practice whenever they can.

[Raashaun Casey]

So, yeah, so I would just say it was like, it was so important to us because we can't sit up here and be successful and not support the program. That's how we met, right? What do we look like saying, well, we here, but you know, what's up with Morales College golf team? And so that's always been a passion of ours to make sure that those boys are set up the right way. And you know, we just laid the foundation. And now it's just great to see other organizations and other partners. So when we go into these rooms, we're always thinking about them.

[Flex Alexander]

So listen, when y' all buy the east side Eastside Golf golf course, can I invest?

[Raashaun Casey]

Yeah, sure, you can invest.

[Flex Alexander]

I know that's next, right? Y' all gotta have your own golf course.

[Kwame Ajanaku]

Yeah, we working on it.

[Raashaun Casey]

Yeah, he was talking about it in the green room. No, no, for sure. That's real.

[Olajuwon Ajanaku]

Before y' all own golf course, are y' all gonna have your own golf clubs? Golf balls. Golf. Like your own east side Golf branded golf balls. Golf equipment.

[Kwame Ajanaku]

Yeah. So golf equipment is very expensive.

[Olajuwon Ajanaku]

Yes, it is.

[Kwame Ajanaku]

To make definitely golf clubs. That's why partly Nike got out of the business. But we did collaborate with Bridgestone Golf on our own golf ball. So we do have our own golf ball is just a tour bx. They already use it, but me and Earl actually own the box itself. So they sell it at BJ Superstore, sell that at a few. Few other places, golf courses as well. So I mean, it's just that that equipment thing is a really tricky thing just because it takes a huge investment on the front end, you know, and if you don't sell and if you don't have probably number the number 1, 2, 3 or 4 or 5 player in the world playing your golf clubs, it's gonna be kind of hard to sell them.

[Flex Alexander]

Who's the leader in that world as far as selling the golf clubs?

[Raashaun Casey]

Taylor Made.

[Kwame Ajanaku]

Yeah. I say Taylor made is right.

[Raashaun Casey]

TaylorMade's got. So they got like Roy McElroy.

[Kwame Ajanaku]

He's right now Scotty Scheffler, who is number one in the world.

[Raashaun Casey]

Yeah, yeah, yeah, they got that on lock. But like you said, I mean, we have a whole offering, right? You go to eastsidegolf.com and you're gonna see something on there for you. You know what I mean? Whether you're a man, whether you're a woman, where you're just getting started. And ultimately like the goal was not necessarily to make golf clothes, quote unquote, just make dope shit, you know what I mean? We gonna find it, right? Like, look, Tim's Weren't made for construction, right?

[Flex Alexander]

Well, no, they actually were.

[Kwame Ajanaku]

They weren't made for the street.

[Lenard McKelvey]

They're just not made for the street.

[Raashaun Casey]

Yeah, right.

[Lenard McKelvey]

They're not waterproof, which is crazy.

[Raashaun Casey]

Yeah, right. But that's the point. But we wear them all the time. Like, that's a staple, right? So it's just one of those things where like. And we love it, like, you know what I mean, when our product is showing up courtside, you know what I mean? When our product is showing up in music videos, like, literally, we did a collab with. With Paper Planes and Memphis Bleak did a video with it on with Benny the Butcher, right? So it's just because it's dope. It's not like we seeded it. It was just like he was looking at it and it's like, yo, that's fly. And like, that's ultimately what we want to create because that's going to give us the confidence that we need when we go to the golf course. To your point, it's almost like anxiety when people sitting in the parking lots getting ready to go, like, man, I don't want nobody to mess with me. What they gonna say? All of that. So it's like if you got your on and you looking good, it just kind of alleviates that. And I feel like that's also our next step where when you are headed to the golf course, you could go on eastsidegolf.com and just get some small little tutorials, right? Just get the verbiage down so you feel just a little bit more comfortable when you go in there speaking a language, saying, hey, how much is a bucket of balls? You know, where's this? What's that like, you know, what's your. You know how much you charge for tea time? Like just basic language.

[Flex Alexander]

No more than four. No more than just yelling.

[Raashaun Casey]

Four. No more than four, right?

[Kwame Ajanaku]

Yeah, for sure.

[Olajuwon Ajanaku]

That's what's up.

[Lenard McKelvey]

How can they find. How can they go to the site if they want more information?

[Kwame Ajanaku]

Yeah. Finals on EastsideGolf.com we actually have a tick tock at Eastside Golf and our Instagram is @eastsidegolf.

[Raashaun Casey]

Yeah. And then go download our app as well. We got a really dope app. We have a lot of exclusives product on their merch shoes. Everything at Eastside Golf, man.

[Flex Alexander]

Respect to y' all brothers and everything that y' all have built, everything that y' all are building. This is very, very inspiring, man.

[Kwame Ajanaku]

And now we gotta get y' all out on the golf course. That's the next thing.

[Raashaun Casey]

That's the next.

[Kwame Ajanaku]

That's the next thing.

[Raashaun Casey]

Come on. Yeah, she was. She was in Baltimore holding it down.

[Olajuwon Ajanaku]

You already know.

[Flex Alexander]

Yeah. I feel like God is calling me to learn. I tried it one time, but, man, I swung at that ball like 30 times and couldn't hit it. And just like, man, I'm just gonna ride around with y' all and drink.

[Raashaun Casey]

Yeah.

[Kwame Ajanaku]

Well, we got a professional coach right here, so we got you covered.

[Raashaun Casey]

Yeah, us know. Want to get y' all out there. But yeah, it's a great, like, family atmosphere, too. Like, that's like, you.

[Lenard McKelvey]

My son play. My son. I played in college and I stopped since college, but.

[Jessica Moore]

Okay, okay.

[Lenard McKelvey]

But it was one of those things. We go out there, we drink and we have fun, talk, and then come back to go to class. But in Hampton. But my son actually plays. And I was like, I gotta get back out of it. But just having the time.

[Raashaun Casey]

So understand. The time is definitely a thing, but it's just so worth it.

[Lenard McKelvey]

And we go to Top Golf, which. Which is like the thing.

[Flex Alexander]

Top Golf. Was that.

[Lenard McKelvey]

No, that's top. Top Golf.

[Raashaun Casey]

Top Golf.

[Flex Alexander]

Yeah.

[Raashaun Casey]

Yeah.

[Flex Alexander]

What success to you.

[Lenard McKelvey]

It's the Breakfast Club.

[Kwame Ajanaku]

Good morning for sure.

[Flex Alexander]

Oh, we're gonna do a quick report.

[Kwame Ajanaku]

In front of the street.

[Flex Alexander]

Wake that ass up in the morning.

[Kwame Ajanaku]

The Breakfast Club.

[Earl Cooper]

The best moments happen when you're with your people, laughing, vibing, just enjoying life. Coke is making those moments even sweeter. Share a Coke is back and it's all about sharing with the whole crew. Doesn't matter if it's your bestie or bro. There's a can with their name on it. So grab one for the squad and make some memories. But hurry, because these Coca Cola limited edition bottles and cans won't be here forever. Don't miss your chance to share a Coke with all your favorite people.

[Lenard McKelvey]

Okay? Have you heard about this? Last year, the Greens changed the formula for their Cool Rush deodorant. Their fans rebelled and wanted the old scent back and degree. Listen, that doesn't happen often. They admitted they effed up and are bringing the original Cool Rush scent back now. It's exactly how you remember it. Cool, crisp and fresh. It's the reason it's the one men's antiperspirant. And it's back in Walmart, Target, and other stores now for under $4. So try it and see what the fuss is about. Head to your local Walmart or Target to try the OG Degree Cool Rush for yourself.

[Jessica Moore]

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[Lenard McKelvey]

Find out [e-mail] meetings, deadlines, emails don't you wish you could escape the chaos? That's where the all new Nissan Murano comes in with available features like the relaxing, massaging seats to ease stress and the beautiful skyline views that bring in natural light. It's like cruising in your personal Oasis. And if you need to set a vibe, 64 colors of personalized lighting and a Bose premium sound system have you covered. Hands down, the all new Nissan Murano is your stress free getaway. Sometimes the greatest rush isn't rushing at all. Drive the all new Nissan Murano today.

[Olajuwon Ajanaku]

Panoramic moonroof, ambient lighting, bows and massaging.

[Lenard McKelvey]

Leather Appointed seats are optional features.

[Raashaun Casey]

You're listening to an iHeart podcast.