Over the past few years, you may have noticed high profile golfers like Hall of Famer Tom Watson and even singer Adam Levine sporting colorful golf gloves. The distinctive brand is known as G/FORE, and it will soon extend beyond the walls of elite country club pro shops and be made available in select Saks Fifth Avenue stores across the US.

Like most entrepreneurs, G/FORE's founder, Mossimo Giannulli, is extremely passionate about his respective industry: golf. An avid player himself, "Moss" started by creating a product that he desired and felt was missing from the marketplace.

And while Moss had an abundance of resources and relationships from previous successes (e.g. Mossimo, Paul Frank Industries, and Modern Amusement), he didn't try to "boil the ocean" or achieve too much too fast. Moss is a veteran operator, and he was disciplined and methodical in cultivating G/FORE to where it is today. Starting with a small assortment of gloves, the brand grew to include golf shoes and now boasts upscale shirts and sweaters.

Here's how he did it:

G/FORE Product LineG/FORE Product Line

Minimum Viable Product

Moss started by creating a minimum viable product (MVP) to test the concept, gain traction, and build a foundation. Debuting in 2011, G/FORE launched with golf gloves in 13 different colors. The gloves were sold through the company's website and in a limited collection of golf pro shops. Before G/FORE, most golf gloves were white; occasionally, you'd see a player wearing one that was black.

When first introducing the product, Moss said, "Colour delivers style naturally, to an essential accessory, without disrupting the tradition." Furthermore, the gloves conformed to United State Golf Association (USGA) rules so that professional players could use them in competition, which aided in initial exposure and word-of-mouth marketing.

Line Extension

With demand and sales rising, G/FORE offered its signature golf gloves in even more colors and also allowed customers to customize their own gloves, with a concept called, GFORE/You. For instance, a company like Casamigos Tequila could create its own customized glove, equipped with its logo and unique colorways.

Most business textbooks refer to this as a "line extension," or an enhancement to an existing product (e.g. Cherry or Diet Coke). This allows a company to boost product offerings, brand appeal, and access to more customers without making dramatic changes to the manufacturing process or substantially raising production costs.

Brand Extension 1

Once G/FORE achieved product-market fit with its gloves, they became a mainstay in the golf world, adorned by professionals, celebrities, and stylish amateurs alike. Riding the momentum, Moss quickly expanded the brand into a slew of categories, ranging from hats, socks, and golf bags. Though the most significant brand expansion may have been into golf shoes.

Starting with three shoe designs, G/FORE took dead aim at upending the traditional white and black offerings from companies like FootJoy and Nike. Not only did the G/FORE shoes boast eye-catch colors but they were designed to be worn both on and off of the golf course.

A brand extension, by definition, allows a company to move into an entirely new market or territory. However unlike G/FORE, many companies (especially startups) attempt to extend their brands prematurely: before they've achieved product-market fit in at least one category.

Brand Extension 2

The latest phase of G/FORE debuts roughly four years from the company's launch. Looking to further satisfy product categories in the golf apparel space, Moss has introduced the G/FORE Knitwear Capsule, a line of "classic golf styles--polos, pullovers, cardigans, and turtlenecks." The garments will be available in select Saks Fifth Avenue locations and other choice retail locations. Being that Moss has a sterling track record in building clothing businesses, his latest move may prove to be G/FORE's strongest.

Though Moss started at the golfer's hand, his range of offerings now allows G/FORE to equip players from head to toe, with one exception: pants. Perhaps that's where G/FORE is next headed.