Sunice- Gof Apparel- President, Mark Fletcher 2-20

Sunice, a golf apparel firm known for its amazing technical outerwear—rain pants with a built-in chamois to clean clubs; a "pro-trim" fabric that eliminates belly bulge during the swing—is gearing up to make a splash in the American market.

Until recently, Sunice had been part of the TaylorMade-adidas golf juggernaught, having been acquired in the deal that brought Ashworth Golf to TaylorMade in October 2008. That agreement called for Ashworth to market the Canadian-based Sunice's products in the U.S.

But perhaps the Sunice designs got lost in the shuffle. This month the company announced it had pulled out of the deal and began hiring its own team of U.S.-based executives. Howie Ellis, the widely respected former director of apparel sales at Callaway Golf, will be named executive vice president of Sunice Golf USA. He will be based in Boston.

"We essentially exercised an option to repurchase our trademark," said Mark Fletcher, the president of Fletcher Leisure group, the Montreal company that owns Sunice. "We wanted to focus on the American market more directly."

"We're very excited about our entire 2010 Sunice Outerwear Collection, which features more technological advancements than any product line in our history," said Sunice President Mark Fletcher. "Our Hurricane Collection leads the way, along with our Tornado Collection and Silver Collection, and our Ultimate Jacket V2 is destined to be a huge success because of its innovation and style."