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NIKE HIRES A PLENTY TO RECOVER FROM POOR GOLF SHOTS
Published November 21, 1995
Nike is "rededicating itself to golf in a big way," writes Adam Barr in GOLFWEEK, including management changes that point toward developing "product-oriented approach." The company has recently announced a slew of new hires, including sports marketing manager Joe Moses, who previously worked for Maxfli, and footwear production manager Michael Forsey, who comes from "more traditional" footwear makers, Reebok Golf and Titleist/FootJoy. Forsey's hire, according to Barr, may be in response to the failure of Nike's strategy to offer athletic- style golf shoes. Barr also notes Nike has hired a former ski company exec, Bob Rief, as GM of the Golf Division. Nike Marketing Dir Rod Tallman says Rief's hiring is to help Nike expand its products into smaller retail shops, as golf and skiing are similar in their retail distribution characteristics. CATCH A TIGER? Barr notes that Nike's changes and new strategy could have a particular player in mind. Some "industry watchers" ask whether hiring Moses would put Nike "first in line" when Tiger Woods turns pro. Moses: "There isn't anyone who wouldn't want to sign Tiger Woods, but I'm here for more than that." Barr writes that Moses could also have been brought on board to improve Nike's position on the PGA Tour, as industry experts "universally acknowledge Moses' ability to do that" (GOLFWEEK, 11/18 issue).