The "problem cause" of Fortune Brands "taking a
clubbing" in the golf ball market is Tiger Woods switching
from the company's Titleist brand to the Nike Tour Accuracy
ball, according to Louise Lee of BUSINESS WEEK, who writes
that Fortune "estimates that as of May, its market share has
slipped" 1.7% from a year ago, to 42.1%. But Fortune
VP/Marketing George Sine feels "an upgraded" Tour Distance
ball and other new products will "win back golfers." Nike
"crows that its 2% market share could more than double by
September, thanks to Woods" (BUSINESS WEEK, 8/7 issue).
NIKE LIKES STRATEGY: In Dallas, Richard Alm wrote that
Nike "lauds" Woods' decision not to sign any additional
endorsement deals "for now." Nike Golf Dir of Marketing
Mike Kelly, on Woods: "We would like him to concentrate on a
few endorsements that are top quality. We have him head to
toe." Kelly added that Nike is "intensifying" TV, print and
point-of-sale advertising around Woods and is "increasing
production" of the golf balls (DALLAS MORNING NEWS, 7/29).
ONE TO WATCH: CNN/SI's Inga Hammond noted 19-year old
LPGA Tour rookie Dorothy Delasin, who won this weekend's
Giant Eagle Classic, had "no logo on her clothes, ... no big
name on her golf bag and no prominent trademark on her ball.
... [Delasin] doesn't have a sponsor, but after the way she
played on Sunday, it's probably just a matter of time before
she's a walking billboard" ("Sports Tonight," 7/30).
