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Marketing and Sponsorship

Nike's Exit From Golf Equipment Could Lead To An Increase In On-Course Apparel For Players

With Nike's move out of the golf equipment business last month, several agents "speculated that one (somewhat counterintuitive) ramification ... is that there will actually be more, not fewer, Nike swooshes on the golf course at top events," according to Sam Borden of the N.Y. TIMES. The thinking is that Nike in the past "could not attract some players it wanted to work with because many players believed Nike’s clubs were inferior." Now, Nike will be "free to chase any player without demanding that the player use Nike’s clubs as well as wear its clothes." Fallout from the move "has been varied." Conjecture began "instantly that Nike might consider some sort of alignment with a club company to streamline endorsements, while players who use Nike’s equipment were immediately inundated with pitches from other companies." Top-ranked Jason Day, who currently wears adidas apparel, has "already been linked with Nike." Day "ratcheted up the rumors about a possible switch when he announced this week that he would be signing a new contract with TaylorMade for clubs but did not disclose which logos he would be wearing." By next season, many players "figure to have different looks" (N.Y. TIMES, 9/23).

SHARING IS CARING: Nike President, Chair & CEO Mark Parker at a shareholder meeting Thursday reiterated the company's $50B sales goal and said that the last fiscal year, ended June 30, was a "period of investment in long-term projects, such as self-tying shoes and digital technology." In Portland, Matthew Kish wrote the message "seemed intended for the company's critics, some of whom have bemoaned the recent performance of Nike's stock after a period of robust growth." In a short review of the company's business, Parker "spoke about efforts to create new products, speed up the company's manufacturing process, clean up Nike's supply chain and improve its digital interactions with consumers" (BIZJOURNALS.com, 9/22).

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