<Photo by WAAC>

-  Unveils its FW26 collection, spanning from the course to everyday life, as it continues to expand in the North American market 

- Draws global buyers with a booth inspired by the beauty of Korean tradition, reinterpreting stone walls and dancheong in a contemporary way

Contemporary performance golfwear brand WAAC successfully concluded its fourth consecutive appearance at the 2026 PGA Show, the world’s largest golf trade show.

WAAC participated in the 2026 PGA Merchandise Show in Orlando, Florida, from January 21 to 23 (local time), where it unveiled its FW26 collection and exhibition booth. Hosted by the PGA of America, the PGA Show is the world’s largest golf industry exhibition, bringing together more than 1,000 global golf companies and golf professionals from around the world.

The key concept behind WAAC’s FW26 collection is its reinterpretation of golfwear not as performance apparel confined to the course, but as an extension of urban lifestyle. While the previous collection focused on bold energy expressed through an American vintage mood and red accents, this season places greater emphasis on blending Korean aesthetics with an urban sensibility, expanding the role of golfwear into everyday life.

Across the FW26 collection, WAAC uses calm tones suited to the fall and winter season, such as sage green, brick, and navy. Marble-wash patterns and graphic elements reminiscent of irregular stone surfaces appear throughout the collection, along with the phrase “WIN AT ALL COSTS (WAAC)!”, which reflects the meaning behind the brand name.

At this year’s PGA Show, WAAC’s booth was designed to reinterpret the beauty of Korean tradition through a contemporary lens. The space combined straight lines and curves inspired by Korea’s stone walls and dancheong, the decorative coloring used in traditional Korean architecture. One area of the booth featured WAAC’s signature mischievous character WAACKY, styled with traditional elements to create a striking visual focal point. WAAC also presented AI-generated video content at the booth, including scenes of models wearing the FW26 collection moving through the Gyeongbokgung area, as well as WAACKY wearing a gat, the traditional Korean horsehair hat, to convey the mood of the season.

<Photo by WAAC>

Kim Yoon-kyung, CEO of SUPERTRAIN, said, “Through WAAC’s FW26 collection and booth design at this year’s PGA Show, we were able to introduce the brand’s distinct identity and direction to overseas buyers in a more concrete way. We will continue to expand WAAC’s product offering through global distribution channels.”

Meanwhile, WAAC currently operates in 12 key markets, including the United States, Japan, China, Taiwan, Vietnam, and Indonesia. In 2025, following its participation in the PGA Show, the brand signed a retail agreement with PGA TOUR Superstore, one of the largest specialty golf retailers in the United States, further expanding its local distribution network.