I had the privilege of spending a few minutes with Jill Spiegel, President of the PGA Tour SuperStore, on the floor of the PGA Merchandise Show. Jill is one of the most influential people in the golf retail business. I got her thoughts on the shift in the retail soft goods side of the business over the years, some of the merging trends for 2024, where Nike stands in the market now, their relationship with the Travis Matthew brand, and what influences AI will have going forward.

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