SAS: Who Dares Wins star joins forces with Stromberg to launch AW24 collection
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Playing golf: It’s tougher than the SAS says Jason Fox as he launches Stromberg’s all-weather collection
*This is an advertorial feature in association with Stromberg.
In his 20-year special forces career Jason Fox operated in some of the world’s most hostile environments – but none compare to his latest challenge – conquering the game of golf.
“It’s probably the hardest thing I’ve ever done,” says the SAS hardman who specialised in counter-terrorism missions and hostage rescue during his service.
“I love golf, but it forces you to really dig deep into your pools of resilience. I’ll be honest, I found confronting terrorist organisations less frustrating.”
The extraordinary admission comes as Foxy teams up with trailblazing golf brand Stromberg to launch the Autumn/Winter collection – that allows golfers to attack the fairway whatever the weather may throw at them.
Foxy put the collection through its paces in the iconic location of Land’s End – which is renowned for having some of the wildest weather in Britain.
Practising his swing on the rocks and hills that border the famed landmark, Jason Fox was clad in a range of the latest A/W gear, including the Bandit Waterproof Jacket, composed using Stromberg’s most water-resistant & breathable fabric, and the Tour Classic Waterproof Spiked Golf Shoes, featuring a stylish design with dynamic traction to provide on-course versatility.
The launch follows the news that the average number of rounds played per course dropped by 8% nationally in the 2024 season, due to persistent wet weather*. Overall, the Midlands and North of England suffered the most (-12% less rounds and -13% less rounds respectively).
Taking up the sport shortly before the pandemic, Foxy says his SAS training has come in handy on the fairway.
He explained: “Britain produces some of the best soldiers in the world – because we train and learn to operate in the worst weather conditions possible. And if you can operate there – then when you’re on a mission everything falls into place.
“The same applies to the golf course. If you can master the game when it’s lashing down – then when it’s blue skies and sun overhead, it’s an absolute breeze. This new Stromberg collection provides the ultimate all-weather protection – so there’s absolutely no excuse not to be out on the fairway.”
But, how would Foxy rate himself as a golfer? “Well,” he says, “put it this way, I spend more time in bunkers now than I ever did in the military. I’d certainly consider bringing my handicap down a bigger challenge than being in the SAS.”
Golfers can extend the season into the bitter winter months thanks to Stromberg’s innovative autumnal launch, stocked exclusively in-store and online at American Golf, the UK’s largest golfing retailer.
Designed for golfers, by golfers, the accessible golf clothing collection is enhanced with unrivalled ‘WeatherTech’ waterproof technology, championing an uncompromising commitment to producing performance-focused clothing that is accessible to all golfers.
Starting at just £29.99, golfers looking to weather-proof their wardrobe can now shop the collection in-store and online.
Foxy’s Top Tips
Practice
“There’s no substitute for hard graft and putting the hours in – especially when the conditions are against you…”
Relax
“It’s so important to have a laugh and relax on the fairway. Golf is such a great release for me. When you’re having a round it’s important to chat. It definitely helps keep me on the straight and narrow mentally.”
Be brave
“You have to have the courage to put yourself into environments you might be uncomfortable in. It’s all down to the discipline of being able to operate at a very high level under any circumstances.”
Stromberg AW24 highlights
About the Author
Will Shreeve-Peacock – Golf Equipment Writer
Will is an expert in golf shoes, GPS watches, rangefinders, and training aids.
He has a degree in journalism from Sheffield Hallam University and four years’ experience working in golf retail with American Golf where he was trained by a host of the big-name manufacturers.
A six-handicapper, Will has played golf for more than a decade and is a member at Burghley Park Golf Club in Stamford, Lincolnshire.
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Jason Fox launches the AW24 Stromberg Apparel collection
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Jason Fox launches the AW24 Stromberg Apparel collection
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Jason Fox wearing Stromberg on the course
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Stromberg Bandit Jacket
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Stromberg Marl Quarter Zip Midlayer
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Stromberg Quilted Full Zip Jacket
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Stromberg Waterproof Spiked Golf Shoe
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Stromberg Weathertech Trousers
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Stromberg Weathertech Jacket
