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SI SAYS NIKE MADE "VAST MISCALCULATION" ON TIGER WOODS LINE

          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).
           
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Related Topics:

Nike, Sports Illustrated

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