If the world of high fashion has Fashion Week in Milan, with sleek models dressed in avant-garde looks strutting down the runways, then the golf world has the Masters, where players bound down verdant green fairways in azalea-inspired polos, exotic bird prints, the yellows of jasmine and the pinks of the dogwoods.

Over the last few years, golf apparel companies have begun treating the first full week of April as their moment to shine, unveiling lineups of Masters-inspired drops they hope can capture the attention of those focused on the season's first major.

The surf-style company Johnnie-O, for example, dips into the Deep South with its classic, understated Azalea Collection. Rhobak likewise offers an Azalea Collection, though with bold flower patterns designed to invoke the feel of being on the grounds of Augusta National. Malbon Golf, meanwhile, offers a "Birds of Georgia" set featuring images of those typically found about the course.

Yet none of them carry the iconic Masters logo. Or reference Amen Corner. Or use the words "Green Jacket."

All of those are trademarked by the club — three of nearly 100 trademarks on file — and force outside apparel companies to creatively build their connections to both the tournament and Augusta National without infringing on their intellectual property.

"Makers of products for mass market dream of becoming a supplier to Walmart. Likewise, high-end brands salivate at the idea of winning a mandate from the Masters," said John Sabino, author of "The Augusta Principles: Timeless Business Lessons from the World's Premier Golf Club." "Apparel companies want to tap into the Masters' high-quality association and leverage the club's exalted brand."

Yet tapping into that association is... Read More