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SI SAYS NIKE MADE "VAST MISCALCULATION" ON TIGER WOODS LINE
Published August 19, 1998
Two years ago when Nike signed Tiger Woods to a reported five-year endorsement deal, it seemed "like another stroke of marketing acumen," but early returns suggest that Nike "made a vast miscalculation," according to SI's "Scorecard." Mike Jaffey, manager of a Nevada Bob's in Las Vegas, said of Nike's Woods line: "None of it is selling very well." Noting the cost of $225 shoes and $75 shirts, Matt Brown, of an OR-based golf shop, said, "Young kids like it, but young kids don't have the money to buy it." SI reports that Brown's comments "speaks to what seems to be the main problem with the line: It appeals to the consumer who can't afford it." Nike would not release sales figures but "suggested that while off-course sales have been disappointing, the Woods items are doing better in pro shops." SI: "That doesn't appear to be the case. Several pro shops with a high-end clientele ... don't even carry the Woods line." SI adds that golfers "may have been turned off" by the "radical" design of Woods' shoes and the "in- your-face nature of his ad campaign." Bill Grigsby, VP/Apparel & Merchandising at Edwin Watts Golf Shops: "Nike tries to use the different-is-cool theme that works well in sports. But in golf that formula doesn't work" (SI, 8/24).