Despite being a highly established performance sports brand overall, Nike was seen to be a relative newcomer in the sport of golf. And as a result, not seen to be as authentic as more traditional brands.
We hit the links: went to golf courses where we interviewed golfers before, during and after games. On the range and the putting green. Watching them and interviewing them about apparel.
In short, golfers didn’t feel apparel contributed to performance. But it had the possibility to distract them by pinching, binding, making noise or restricting movement.
So we inverted the idea of distraction and recommended Nike Golf apparel stand for Improved Focus.
Nike Golf is the #1 brand of performance golf apparel.