Until recently, golf and cricket occupied distinct realms within the sports industry. One was synonymous with meticulously manicured fairways and exclusive country clubs, while the other was defined by village greens and grand international stadiums. However, the boundaries between these two sports are becoming increasingly fluid.
Skechers, a brand that initially forged significant credibility and momentum in the sports world through its golf footwear, exemplifies this trend. They have now ventured into cricket, serving as a prominent illustration of the growing connection between the two disciplines.
The American brand recently announced a new partnership with Birmingham Phoenix in The Hundred, marking a strategic move. This contrasts with the journey of Payntr, which transitioned from a strong foundation in cricket to establish itself in the golf market. This trend highlights how major sportswear companies are discovering more commonalities between the fairway and the cricket pitch than ever before.
Skechers Expands into Cricket
Skechers has achieved considerable prominence in the golf world, with its advertisements featuring renowned golfers like 2022 US Open Champion Matt Fitzpatrick and two-time major winner Brooke Henderson. The brand maintains a significant presence on professional tours and within major golfing circles.
Known for producing exceptionally comfortable footwear, a sentiment widely endorsed, Skechers offers a diverse range of options. Their collection spans modern styles, versatile designs, and models providing incredible stability, catering to every preference.
Skechers’ entry into cricket is a more natural progression than it might initially appear. Both sports share similar seasonal windows, overlapping player demographics, and robust participation bases in key markets such as the UK, Australia, South Africa, and India.
From a footwear design standpoint, there are notable similarities between golf and cricket shoes. Both require options with spikes or spikeless soles, prioritize stability during rotational movements, and demand ample comfort for extended periods of play.
Payntr’s Reverse Journey: From Cricket to Golf
Payntr initially built its reputation within the cricket footwear sector, collaborating with elite players and focusing on lightweight, high-performance designs suitable for fast bowlers and batters. This origin is fitting, as founder David Paynter is the great-grandson of Eddie Paynter, an English batting legend with the highest Test average (59.23) among any England batter with 20 or more Tests.
After establishing strong credibility in cricket, Payntr successfully diversified into golf, launching a line of performance footwear aimed at dedicated players. Few footwear brands have made such a rapid impression. Their products have even received endorsements from top professionals like former world number one Jason Day, who previously collaborated with the brand.
In 2026, Min Woo Lee and Sam Burns joined Team Payntr as ambassadors, further expanding their presence. Justin Rose also relies on Payntr footwear for support on the fairways and greens.
A Shared Strategy Among Major Brands
Skechers and Payntr are not the first companies to operate effectively across both golf and cricket. Several prominent sportswear brands have historically bridged these two sports:
New Balance has long maintained an active presence in cricket through player endorsements and equipment ranges, while simultaneously holding a strong position in golf footwear. The brand’s reputation for comfort and stability has proven highly adaptable across both sports.
Adidas has also demonstrated fluidity between these two categories, producing a wide array of products from cricket whites and footwear to high-performance golf apparel and shoes. Their extensive reach includes being a kit sponsor for the Indian national cricket team and a clothing sponsor for rising golf star Ludvig Åberg, showcasing their significant presence in both sports.
More recently, Castore has aggressively expanded across numerous sports properties, securing partnerships with cricket teams and golf professionals. This relatively new performance brand has positioned itself as a contemporary alternative to established sportswear giants, targeting elite athletes across various disciplines, including a past collaboration with Matt Fitzpatrick.