Swedish startup Goatlane picks up €500k to redesign golf sneakers

Using tech to optimise sports performance and look good whilst doing it, Swedish startup Goatlane has picked up €500k of fresh funding. 

Aiming to seamlessly blend fashion and sports performance, Stockholm-based Goatlane is pioneering a new footwear range developed in partnership with pro-golfers. The startup has just got a hole-in-one in the form of a fresh capital boost of €500k seed funding. 

Investing in the round are Swedish angel investors Henrik Grundén and Juri Gendelman, co-founders of global activewear brand Stronger. Grundén’s and Gendelman’s ecommerce expertise will be pivotal to Goatlane’s progress, in their roles as strategic advisors to the brand.

Founded in 2020 by Gustav Schauman, the startup combines the now-CEO’s passion for sport with a decade of experience in investment. Developed in partnership with PGA Tour and LPGA Tour professional golfers Henrik Norlander and Alana Uriell, Goatlane’s footwear is unique in blending street fashion aesthetics with all the technical requirements of a professional-standard spikeless golf shoe. 

Gustav Schauman, CEO and Founder of Goatlane, commented: “It feels fantastic to receive the backing of Henrik and Juri. They are some of Europe’s leading D2C entrepreneurs and have an outstanding track record of building and growing a global brand within the activewear space. I know that their experience and know-how will be invaluable in helping bring Goatlane to the next level.”  

Handmade in Portugal, it’s a truly Europan endeavour, using tech know-how to make a cutting-edge product. The shoe bodies are made with recycled materials and are waterproof. Further, all of the packaging is made from 100% recyclable materials. Its bringing sustainability into sports fashion. 

This fresh funding will be used to boost market expansion in the USA, product development and expansion of the sneaker range. The brand wants to extend into new categories later this year. 

​​Henrik Grundén added: “Juri and I have followed Gustav and the team’s work to develop Goatlane closely in recent years. We have been impressed by the quality of the products and we agree with Goatlane that the golf market needs a new pioneer in the category. Goatlane has created a unique bridge between comfortable, everyday fashion and traditional golfwear. This novel approach has attracted a new target group, which has proven to be very satisfied with the products and very dedicated to the brand. With our experience, we look forward to developing Goatlane’s online presence to elevate growth and take the next steps in expanding its international presence.”