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Golf Australia Express : GA Express 206
W HEN was the last time you sweated on the release date for the latest Nike Vapor driver? Have you ever felt a desperate, unnatural need to have that famous Swoosh on your irons, and not just your shoes? Global sportswear colossus Nike’s exit from the golf equipment industry was on the cards long before last week’s announcement that it will soon no longer be producing golf clubs and other equipment. Even with revenue from its golfing arm again topping $900 million in the last financial year, there are strong arguments to be made that Nike never truly gained a foothold, or any true sense of brand loyalty, amongst the golfing fraternity when it came to drivers, irons and balls. In a strange kind of indifference, golfers (both professional and recreational) were seemingly never enamoured with Nike products in the same way that the company’s wares earned (and continue to earn) icon status in almost every other sport. And that’s despite Tiger Woods’ personal brand generating as much money annually as a small country’s GDP. But is the demise of Nike’s range of golf equipment indicative of a wider malaise within the golfing equipment industry? Given other moves currently underway, you’d have to believe so. If Nike is the biggest brand in world sport, Adidas isn’t far behind. And yet it, too, is having something of a golfing fire sale. A year ago it revealed it was getting out of the golf equipment business, and was selling off its TaylorMade, Adams Golf and Ashworth brands. All three brands are still on the market – seemingly unloved by potential buyers who must be seeing the same writing on the wall that Nike executives have seen in recent months.
GA Express 205
GA Express 207