No, the news isn't that Nike is launching the 2010 club and accessories collection without Tiger. The news continues to be how the golf companies STILL focus on product, product, product. Every other consumer goods company in the world is trying to deepen and strengthen their relationship with their best customers - not in golf - they just keep coming up with a new ad slogan and pushing the product into retail at a high price and surprise, surprise within 6 months the price is off 40% as product doesn't move at the anticipated rate. The only company actively cultivating the relationship with their customers is Callaway. We have been working with them since 2004 and measure regularly how much the consumer values their relationship with Callaway and how these loyalists directly impact sales and helps to build the brand.
The Wall Street Journal covered the Tigerless launch
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