SHARK INC.: THE BUSINESS OF GREG NORMAN FEATURED IN ESQUIRE
GREG NORMAN is profiled by Joe Bargmann in ESQUIRE
under the header "Sixteen True Tales About Greg Norman."
Norman, on TIGER WOODS' impact on golf: "I was probably very
similar to him in a lot of ways when I was twenty-one. But
you don't know what's gonna happen in the next twenty years.
And I really don't see a threat from him. Just in the same
way JACK NICKLAUS didn't see any threat from Greg Norman.
Different times, different audience. That's the beauty of
golf -- fifty million people are into it; there's a lot of
audience to go around" (ESQUIRE, 4/98 issue).
HE'S NOT A GOLFER, HE'S A LIFESTYLE: Bargmann calls
Reebok CEO PAUL FIREMAN's move to sign Norman to a lifetime
endorsement deal -- but not put the Reebok logo on his line
of clothing -- "an unprecedented deal that looked nothing
like the traditional athlete-sponsor setup, giving Norman
not only his own label but greater independence." Fireman:
"I didn't want it to be about things that look promotional.
It's got to be about quality -- about building a brand under
Greg Norman, not just selling goods under Greg Norman." The
goal is for Norman's collection "to transcend golf, to move
beyond being a player, to become an icon, a symbol of
success or, at the very least, sincere aspiration." The
model is Rene Lacoste's "Le Crocodile." Bargmann: "Does it
matter that no one who wears an alligator shirt today
actually remembers Lacoste? Norman doesn't think so."
Norman's Great White Shark Enterprises, "has exploded" to
include a resort development, course design, turf farms,
golf events (the Shark Shootout), a licensing arm, and
Norman's endorsement deals with companies such as Cobra,
Chevrolet (he will drive the pace car at May's Indy 500),
Boeing and Bell Helicopter. BART COLLINS, Norman's manager:
"It's no longer about what deals we do for Greg. It's a
matter of what businesses we put him in. It's all about
building brand equity in our own product" (ESQUIRE, 4/98).