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SBD/Issue 88/Sponsorships, Advertising & Marketing
Nike Golf Will Debut Its Line Of Clubs This Week In Orlando
Published January 23, 2002
Clubs Suited For The Experts
At this week's PGA Merchandise Show, which starts tomorrow in Orlando, Nike will debut its golf club line, as it will "showcase irons, wedges and drivers in a two-story booth complete with a projection system that allows people to view the clubs in 3-D," according to Jerry Potter of USA TODAY, who notes the booth will also display Tiger Woods' trophies from The Masters, U.S. Open, British Open and PGA Championship. Nike, "instead of building its brand through game improvement clubs for novice players," is "starting out with clubs suited for the experts. And instead of creating a product and hiring people to promote it, it first hires [Tiger Woods] and built around him." Callaway Golf CFO Brad Holiday said when Nike CEO Phil Knight signed Woods, "he bought a brand icon. He got into the golf business by osmosis" (USA TODAY, 1/23). Nike Golf President Bob Wood said of the new line, "This idea that golfers are resistant to change is nonsense." The FINANCIAL TIMES' Adrian Michaels writes that while Nike "acknowledges that big-name endorsements of the clubs will be important to growth," the company "has no plans to match the marketing spend of some of its rivals." Nike is also "not planning to compete on price," as its driver will retail at about $400 and its set of irons will cost $900-1,000, "comparable to top-of-the-range clubs from competitors" (FINANCIAL TIMES, 1/23).