a real impact in 2016. We've
witnessed many consumers
change their allegiances and
have since become some of
the most brand loyal golfers
around. It's all thanks to a
change in direction, pushing
the boundaries and truly
making a statement on the
golf course with their athletes,
ambassadors and growing
number of followers around
the world.
Another aspect of the Nike
announcement is the fact
that a whole new avenue
opens up for signing athletes
on
clothing
sponsorship
deals, removing the need to
use the brand's equipment.
We suspect that, behind the
scenes, this has been one of
the most significant barriers
in securing sponsorship deals
in the past and so it makes
complete sense to eradicate
this hindrance for the benefit
of future negotiations. Just
how many of the world's top
athletes can the brand attract
with apparel-only deals, with
the freedom to use whichever
clubs and balls that they
wish? They already boast an
impressive roster of athletes
and, though it's perhaps a little
premature, we would expect
some big name signings to be
on the horizon in the coming
years.
Nike are an apparel and
footwear brand at heart.
That's where their expertise
lies and that's where they
know they can dominate. The
brand has even now surpassed
Louis Vuitton in becoming the
world's most valuable brand
for apparel/luxury goods.
Apparel and footwear is what
they do best and the general
conversation
across
the
social media channels is that,
whilst the apparel is unique
and controversial in places,
it's also exciting, innovative
and pioneering to an extent
which should appeal to many
fashionable golfers but more
importantly, to the younger
generation on the brink of
picking up their first club.
Granted, it's a shame that said
first club won't be a Nike - but
we feel it doesn't need to be in
order for the brand to thrive in
golf once more. Nike want to
dominate the golf clothing and
footwear sector and industry
insiders tell us that they may
well just achieve their goal in
the next few years.
YOURCADDY MAG - ISSUE 11 | 25