It "didn't take long for Nike Golf to capitalize on
Tiger Woods' switch to the swoosh golf ball," as the company
is offering retailers new ball and glove counter displays
featuring images of Woods within three weeks, according to
Gene Yasuda of GOLFWEEK. Nike Golf Dir of Marketing Mike
Kelly: "This is a short-term, sampling opportunity for
retailers. They can experience our balls without a huge
order commitment. They can try it and see what kind of
results they get" (GOLFWEEK, 6/14). Kelly: "Before Tiger we
were just dabbling in the golf business. When we signed
him, we entered the golf business. Now we are a fully
functioning golf company." In Newark, Matthew Futterman
notes that after "just four years," Nike accounts for 4% of
the $6.8B golf and equipment industry (Newark STAR-LEDGER,
6/15). The WALL STREET JOURNAL's James Sterba examines the
marketing around the golf ball industry in a front page
report. Before Woods' "defection" to Nike, one ball maker
put the breakdown for number of golf balls sold in the U.S.
as: Spalding (34%); Titleist (32.6%); Maxfli (10%); Wilson
(9%); Bridgestone (5.5%); Taylor Made (1.7%); Nike (1.1%);
and Callaway "too early to tell." In "order of dollar
sales," it was Titleist, Spalding, Maxfli, Wilson, Precept,
Slazenger and Nike. Sterba notes that Nike "had a bad year
trying to crack the ball market, spending an estimated $10
million on advertising to get its 1.1% share" (WALL STREET
JOURNAL, 6/15). CBS golf analyst Gary McCord commented on
all the attention given to Woods' switch to Nike Golf balls:
"It's Tiger Woods. He changes underwear and everybody is
going to notice" ("Last Word," FSN, 6/14).
TAYLOR MADE DEAL: After nearly seven months in a MA
Federal Court, Acushnet dismissed its case against Taylor
Made Golf which "alleged false advertising" of the Taylor
Made InerGel golf ball line and "trade dress infringement"
(BOSTON GLOBE, 6/15). Taylor Made said no settlement was
involved (Taylor Made) (see THE DAILY, 11/10).
