Nike sparks 'golf war' as it seeks out top marketer

by MARK KLEINMAN, Marketing 18-Apr-02

Nike is preparing for a 'golf war' with rival Adidas as it hunts a marketing chief to spearhead its expansion into the golf equipment market.

The global sports giant, which is endorsed by the world's number one golfer, Tiger Woods, hopes to capture a significant share of the estimated $8bn (£5.6bn) golf equipment market.

Nike sells branded golf balls and plans to extend its offering into golf clubs and possibly into clothing. It will position the clubs at the premium end of the market, using cutting-edge technology and materials aimed at professional and serious amateur golfers.

Nike has set up a dedicated division, Nike Golf, to pursue its golfing interests, and aims to put pressure on Taylor- Made Adidas Golf and market leader Callaway Golf.

Taylor-Made, a subsidiary of Adidas, recently hired Annabel Sexton as European brand communications director to oversee its expansion. Sexton will focus on improving in-store presence for Taylor-Made products, which are endorsed by players such as Retief Goosen. She will also oversee the launch of its Rossa putter later this year.