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).
