How two brothers revolutionized golf shoes for comfort and performance

ORLANDO – In 2009, Jason Moore was caddying for his older brother Ryan on the PGA Tour, the two of them fresh off a lifetime spent on their dad’s Linksman driving range in Tacoma, Washington. Golf was in their blood — but so was the feeling that the equipment world around them wasn’t built for the way they actually moved.

Then Jason picked up a copy of Born to Run, a book about indigenous tribes who run long distances without shoes and the natural strength and health that comes with it. That’s when the question hit him: Why does every golf shoe feel the same? And why do none of them feel right?

Talking over dinner with Ryan after a round one day, they had an epiphany: Nobody was bringing any innovation, technology or wellness to the golf shoe space.

“It was a very outdated technology platform being used in golf,” Jason said recently at the 2026 PGA Show, where the company exhibited its full line of products. “For the most part, you were seeing a traditional dress shoe or a lifestyle sneaker, not engineered for the athletic motion.”

They started breaking the rules immediately. Ryan, a size 10, began wearing early minimalist prototypes in competitive rounds — shoes that looked nothing like what golfers were “supposed” to wear. They were lighter. Lower. Built to let feet move naturally. 

There was no focus group telling them this would work. No traditional playbook to follow. They released their first shoe in 2010 with no idea if anyone would buy it. They sold quickly, which was all the confirmation they needed that they were on to something.

More than 15 years later, True Linkswear, maker of ultra-comfortable, modern golf footwear designed for walking on and off the course, is performing better than ever, evolving into a more complete collection with a lineup that includes more transitional footwear for the average golfer.

“We're in that great spot right now where we kind of have something for everybody,” Jason said.

But True was never about chasing mass appeal. It’s about building something different — something that blended comfort, style, and real-world performance in a way golf footwear hadn’t seen before, and designed for the golfers who wanted to feel the ground, walk farther, and play freer.

“You're on your feet for seven hours between playing and practicing and walking seven or more miles. You kind of want something that works well with your body,” Ryan said. “I liken the golf shoe to the golf ball. Those are the only two things you're using every single shot, right? The golf ball and shoes are a part of everything you do on the golf course. I wish more people took the time to get fitted for the proper shoe the way they do for a golf ball.”

Today, Jason leads product and brand direction, obsessed with pushing comfort and design beyond convention, while Ryan remains deeply involved in testing, R&D, and connecting True with players, resorts, and venues who believe in breaking tradition. "As soon as we get a sample in my size, it's sent to me," Ryan said, "and I will go out and practice in it and play in it, try and beat it up and test it and we'll make any adjustments we need to make."

The latest product launch is the Antigravity model developed for unpredictable conditions and long days on the move. At its core is True’s new Pebax Superfoam midsole, delivering a rare combination of featherweight cushioning, explosive rebound, and long-term resiliency. The result is a low-compression ride that the company says provides lightweight stability and feels effortless underfoot while maintaining structure and energy return throughout an entire round—or a full day off the course.

True remains small – about 35 employees in Seattle – nimble and made by real golfers. It didn’t start with a trend. It started with a question no one else was asking — and a refusal to accept the answer everyone else had settled for.

“We're authentic to the game and we actually care about the performance of the footwear in a level that most people don't,” Jason said.

This article originally appeared on Golfweek: True to their roots: How two brothers keep pushing golf shoe design