Spanning across three generations of female golfers, the founding family behind Marie Birdie hopes to not only add options and style to the junior and women’s golf apparel space, but also make it mean more than just an outfit on the links. Rebekah Alfond built Marie Birdie to innovate on the current selection of girls’ apparel and reframe the conversations inherently woven in the narratives of women’s golf.
Fairway to Green’s Annie Watson spoke with Carey Jones, the vice president of sales at Marie Birdie, about the brand’s new launches and next steps following their appearance at this year’s PGA Show.
Annie Watson: How does Marie Birdie plan on optimizing their exposure at the PGA Show in order to help increase sales and overall brand awareness?
Carey Jones: At the PGA Show, we’re treating our booth as a full brand experience, not just a product display. We’re focused on creating meaningful buyer conversations and booking intentional appointments that go beyond retail. That includes meetings with tournaments and events, foundations, athletic teams and industry media like Fairway to Green. We want every interaction to feel personal, memorable and easy for people to repeat when they leave the show.
We’re also capturing content throughout the week, like product highlights, behind-the-scenes moments and interviews, so the energy of the Show keeps going long after Orlando. Our goal is to turn PGA Show visibility into long-term relationships, strong sell-through and growing brand awareness month after month.
A.W.: What differentiates Marie Birdie from other female golf apparel brands and other female-owned apparel brands in general?
C.J.: Marie Birdie is mission-first. Everything we create is built around inspiring and empowering girls and women to feel confident, included and excited to be part of the game, on and off the course.
What really sets us apart is that we’ve always prioritized the girls’ and teen golf space, not as an add-on, but as the foundation. We design for those “in-between” years where fit, confidence and belonging matter so much. And we create a product experience that connects girls, teens and women through consistent style, quality and purpose. We like to say we’re here to grow with her and grow the game, supporting her journey from junior golf to young adulthood and beyond.
Marie Birdie isn’t just what you wear. It’s how you feel wearing it.
A.W.: What are some of the exciting announcements that female golf customers should expect to see from Marie Birdie?
C.J.: 2026 is a big year for Marie Birdie, and the PGA Show is an exciting moment for us. One of the things we’re most proud of is how we’ve expanded our sizing to serve a broader customer base. It allows us to meet more girls where they are and welcome more body types into the brand. It’s also created more “matching moments” that customers love, especially moms and daughters who want to coordinate on the course together.
We’re also thrilled to debut our women’s line, MB Women, at the PGA Show. MB Women has the same Marie Birdie DNA, feminine design, quality craftsmanship and UPF 50 performance fabrics, but with a more elevated and sophisticated feel designed specifically for women. It still has that confident, fun energy, but with a refined edge that really speaks to the modern female golfer.
This year is all about continuing to grow with our customer, expanding our reach and giving women and girls apparel that makes them feel confident, included and excited to show up.
A.W.: How does Marie Birdie balance the demand between female golf apparel and modern athleisure/athletic apparel for women both on and off the course?
C.J.: We don’t really see it as balancing two different categories. We see it as one modern lifestyle. The way women golf today is social, active and busy, and their clothing needs to keep up with that.
Our pieces are designed with golf performance in mind, like comfort, movement and function, but styled in a way that feels elevated, flattering and wearable beyond the course. If a customer can wear it to the range, to lunch and then again the next day running around town, that’s a win for her and a win for the retailer.
We design for the whole day, not just the first tee.
A.W.: As professionals continue to rise in the Epson/LPGA tours at a young age, how does Marie Birdie plan on maximizing partnerships with up-and-coming female golfers and teaching professionals?
C.J.: We love partnering with golfers and teaching professionals who naturally align with what Marie Birdie stands for: confidence, community, mentorship and growing the game for the next generation. Our approach is to build authentic relationships that feel real and long-term. We want these partnerships to inspire girls watching at home, encourage participation at the grassroots level and highlight the women who are shaping the future of golf right now, whether they’re competing, coaching or leading within their communities.
One of the best examples of how meaningful this is to us was just this past week at Pebble Beach, where Marie Birdie had the honor of supporting the 75th Anniversary Pro-Am of the LPGA Foundation. It was an incredible opportunity to thank the trailblazers who opened doors for women in golf, and to show them that we’re committed to continuing their work by getting more girls on the course and helping them stay in the game. These women are true mentors and inspirations, and it’s a reminder that every decision we make comes back to one question: how can we encourage and empower the next generation?
We’re also especially excited about teaching professionals because of the direct influence they have on juniors, beginners, families and club culture. They’re often the first role model a young golfer connects with, and that matters.
A.W.: Why does Marie Birdie focus so much on the growth and development of girls’ golf first, and how does the increase in awareness of women’s sports in recent years align with the company’s goals?
C.J.: Girls’ golf is where confidence begins, and when a girl feels like she belongs in sport early, she’s much more likely to stay in it. Marie Birdie focuses on girls first because we believe the foundation matters. The earlier we can help a girl feel confident, comfortable and proud of how she shows up, the more we can help her build a lifelong relationship with the game.
The rise of women’s sports in recent years aligns perfectly with our goals because it’s creating more visibility, more role models and more momentum for women and girls to take up space in sport. Marie Birdie isn’t chasing a trend. We’re building alongside a cultural shift that’s here to stay.
Our mission is simple: help her show up boldly, feel like she belongs and grow with the game.
