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Oakley as a golf brand? Exactly

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On the surface, it doesn’t make much sense. Why would Oakley — a brand beloved by surfers, snowboarders, skiers, skaters and otherwise “cool” people — want to be a golf brand? Doesn’t it know that golfers are notoriously uncool, and that for every Tiger Woods or Rory McIlroy there are 50 Tour players who make Chris Kirk seem exciting?

GolfWRX regulars might have noticed that we’ve been learning a lot about the Southern-California based company lately. When Oakley signed Zach Johnson and Bubba Watson in 2013, we did a Q&A with the company’s sports marketing manager. We followed up with a feature on the impact Bubba Watson has had in shaping Oakley product this spring, and spent this summer reviewing Oakley’s Carbon Pro 2 golf shoes, M2 Frame and Holbrook sunglasses and its latest golf apparel.

What we’ve found is that few companies spend as much time perfecting its products as The Ellipse, which became even more evident when I visited Oakley headquarters.

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Oakley HQ, nicknamed the “Design Bunker,” looks like a spaceship that might blast off from its Foothills Ranch, Calif. location. Even though it’s a public facility that includes a retail store and a walk-in warranty department, the winding, tank-equipped driveaway screams “keep out” to poindexters.

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The coolness threshold was reinforced in the lobby, where I was instructed to wait for my tour guide in an authentic fighter jet ejector seat. I, in khakis and a polo, wondered if I was about to be propelled through the vaulted ceilings of the main lobby. Was I cool enough to be in this place?

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Luckily, it was another case of a journalist making stuff up, and I made my way through the public lobby and into the private Oakley hallways unscathed.

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If you’re waiting for a photo tour of HQ, the production facilities and research labs I saw, you’re out of luck, as just about all of the areas were off limits for photography. Oakley protects its prototype products and procedures more tightly than any golf apparel company I’ve ever toured, which is why it makes sense to shift the conversation from what exactly Oakley does to produce its apparel, footwear and accessories to why it does it in the first place.

For that answer, I talked to Nathan Strange, Oakley’s head of global golf marketing. Strange spent a decade working at one of the golf equipment industry’s traditional powerhouses, and is the man responsible for the now famous Bubba Hovercraft video.

The outside-the-box video was perfect for the Oakley brand, Strange said, as it showcased what I kept hearing from every member of the Oakley golf team.

“We’re different,” they kept saying.

I, like you, have seen the barrage of Oakley marketing material that has hit the internet in 2014. It includes the message that Oakley is “Disruptive by Design” and celebrates the company’s 30-year anniversary of releasing innovative products. In the early days, those products included motorcycle hand grips, goggles and performance sunglasses that were a hit with extreme sports athletes.

How do you know that you’ve been sufficiently disruptive since? I won’t play the game of what’s disruptive and what’s not, but I will say this. When your brand is healthy enough to get House of Cards frontman Kevin Spacey to narrate your video, you’re doing better than ok.

But a spokesman like Spacey, or even endorsers such as Bubba Watson and Zach Johnson don’t actually change a brand or a sub brand. They might change its perception, or even offer a new insight, but their affiliation does not by itself make something different.

So what actually makes Oakley different? I kept wondering this, and prodded team members with questions that I hoped would lead me to that answer. It didn’t hit home until I sat with Strange at the end of my visit that I finally figured it out.

At the core of Oakley’s business has always been an obsession with individual athletes, the hard-working, go-it-alone perfectionists who do whatever it takes to reach their goal. That’s when it occurred to me that while golf will never be labeled as an extreme sport, the demands golf places on its players are extreme. Few other sports need its athletes to be as precise and consistent as golfers need to be in the time it takes golfers to play 18 holes, and even fewer sports place those athletes on ever-changing courses and climates that are as variable as the ones golfers face.

Let’s look at Oakley’s marquee product in golf, its sunglasses, which became popular in part thanks to their use by David Duval and Annika Sorenstam in the late 1990s and early 2000s. Sunglasses were nothing new to the sport, but Oakley’s models were comfortable, precise and protective against the damage the sun and debris can do to a golfer’s eyes. It didn’t hurt, either, that people thought they were cool.

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Above is Bubba Watson’s outfit script for Sunday at the 2014 PGA Championship, with White Take 3.0 pants and the Markus Polo.

Now, Oakley is making even better sunglasses that are more adaptable and available in more styles. Its expanded into performance-first polos, jackets, accessories and golf pants that look the part on the course, but could just as easily be worn in yoga class. They’re that soft, lightweight, bendable and breathable. Again, nothing new, but they just perform a little better.

So why is Oakley in the golf business? Simply put, its team thinks it can make better apparel and accessories than the big guys. In fact, its team thinks that it already has. For the team of performance-obsessed sports product people, what’s cooler than that?

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11 Comments

11 Comments

  1. Pingback: The Takeaway: A Look at the Golf Industry (November 2014) « Grow the Game Central

  2. stripe

    Oct 16, 2014 at 3:34 pm

    I can get down with the clothes but will always stick with FJ.

  3. Gregg

    Oct 15, 2014 at 10:49 am

    At the high school golf level I see a lot of Under Armour clothing and very little Oakley stuff.

  4. Craig

    Oct 15, 2014 at 9:55 am

    I hate to be the bearer of bad news, Oakley lost it’s cool factor a long time ago. And Bubba has never been cool.

  5. hjsdl

    Oct 14, 2014 at 11:57 am

    Oakley makes very good products and had Rory not signed with Nike, Oakley might have been one of the top selling clothing brands in golf by now.

  6. Corny

    Oct 14, 2014 at 2:43 am

    I hate that O symbol, it gets in the way of everything, it looks so out of place and corny. It’s corny baby, yeah, corny!

  7. J

    Oct 14, 2014 at 12:44 am

    Wonder when Oakley makes a putter…. Bet they do.

  8. RumtumTim

    Oct 13, 2014 at 10:16 pm

    Oakley hasn’t been “cool” since the LeMond days.

    • Ponjo

      Oct 14, 2014 at 5:25 pm

      That’s like saying Nike has not been cool since Tiger did what he did.

  9. Mike Belkin

    Oct 13, 2014 at 9:06 pm

    I do view Oakley as a disruptive brand especially in the golf space, but am surprised at how little we see Oakley product on our NCCGA college golfers. Part of that may be that NCCGA college teams are somewhat geographically East-coast centric, however.

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Whats in the Bag

Rory McIlroy WITB (2020 ZOZO Championship)

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Driver: TaylorMade SIM (10.5 @8 degrees)
Shaft: Fujikura Ventus Black 6X (45.5 inches, 59.25 lie, D4)

rory-mcilroy-witb-2020

3-wood: TaylorMade SIM Titanium (15 @13.5 degrees)
Shaft: Mitsubishi Tensei CK Pro White 80 TX (43.25 inches, 58 lie, D4)

5-wood: TaylorMade SIM Max (19 @ 18.25 degrees)
Shaft: Mitsubishi Tensei CK Pro White 90 TX

Irons: TaylorMade P7MB (3-PW)
Shaft: Project X Rifle 7.0 (6.5 in PW) 

Wedges: TaylorMade MG2 (54-10SB, 60-08LB)
Shaft: Project X Rifle 6.5

rory-mcilroy-witb-2020

Putter: TaylorMade Spider X Copper (34.25, 2.5 loft, 70 lie)

Ball: 2019 TaylorMade TP5 (#22)

Grips: Golf Pride Tour Velvet Cord (58R 1+1, logo down)

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GolfWRX Spotted: 2021 Mizuno ST-Z and ST-X drivers on USGA Conforming List

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When it comes to drivers, Mizuno isn’t usually the company that comes to the top of mind for many golfers, but starting with the ST-190, and then the ST-200 series in 2020, they have quickly changed the perception of their metal woods thanks to wins on tour and more players choosing to put them in play—most recently Brandt Snedeker as a non-contracted player.

This morning, with the update of the USGA and R&A conforming equipment lists, we are getting a sneak peek at what Mizuno will have in store for 2021 with the release of the ST-Z and ST-X drivers.

What we know

Based on the information provided in the USGA submission by Mizuno, the ST-X will only be available in right-handed (10.5 and 12-degree lofts), while the ST-Z will be available in both right (9.5  and 10.5 degrees) and left-handed (9.5 degrees only).

ST-Z

Based on the images from the USGA list and our experience with the Mizuno product line, it appears that the ST-Z is the next step in the evolution of the standard ST200 with no adjustable CG but with a customizable weight in the back of the head.

We haven’t seen any images of a moveable weight driver in this new ST series, so it could be that the G-woods are getting phased out in favor of more internally biased weighting, but since those types of drivers often take a bit more time to get just right, it could be a matter of time before a “G” type driver hits the list.

As for technology, it has Mizuno’s standard wave to create flexibility behind the face, an adjustable hosel, and based on the images, more carbon fiber used around the head compared to previous generations, especially on the sole. I would also expect to hear a new face material or design story to complete the package and to boost MOI and ball speed.

ST-X

Based on the image from the USGA list and our experience, it appears that the ST-X is the next step in the evolution of the ST200-X driver, which is the lighter weight, more upright, and draw-biased driver from Mizuno. Don’t think draw bias always means it’s for higher handicaps either, because Mizuno staff player Chris Kirk got along very nicely with his out on the Korn Ferry and PGA Tours in 2020, including a win.

The tell-tale sign is the more heel biased weight in the back of the driver and what looks to be some sort of textured area to create “visible technology” towards the heel of the clubhead.

Beyond being draw-biased, when it comes to technology, it shares a lot of similarities to the ST-Z with Mizuno’s standing wave to create flexibility behind the face, an adjustable hosel, and more carbon fiber used around the head compared to previous generations, especially on the sole, and in the case of the ST-X, on the sole.

We don’t have any information on the release of these new drivers, but considering Mizuno didn’t adjust product release schedules in 2020, I would imagine it will be doing the same in 2021, and we can expect to hear more about these ST drivers either late 2020 or early into 2021.

To see what other golfers are saying about the newly spotted Mizuno ST-Z and ST-X drivers, check out the GolfWRX forums and join the discussion: GolfWRX – New Mizuno drivers spotted on USGA Conforming List

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Equipment

5 hybrid vs 5 iron – GolfWRXers discuss

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In our forums, our members have been discussing the logic behind removing their 5 iron from their bag. WRXer ‘rwl’ asks whether any fellow members have experiences doing so, and WRXers have been sharing their thoughts and experiences in our forum.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • RobertL.: “I replaced my 5 iron with a 5 hybrid. I find it far easier to hit than my 5 iron. I also took my 6 iron out of the bag, so now my longest iron is a 7. I now carry a 3, 4, and 5 hybrid since they’re so much easier to hit than long irons. Makes a big difference for this senior golfer.”
  • JohnKHawk: “For last 2 seasons I’ve played with a Cobra F9 5 hybrid. It’s 24 degrees & gaps perfectly between Cobra OS 3-4 hybrid at 20.5 degrees & Apex19 6 iron which is 26.5 degrees. The 5 iron was just getting to be to undependable. Misses with the 5 hybrid were more playable than the 5 iron. Use what works best for your game.”
  • Abe21599: “Never a bad idea to have both a 5i and 5h options in the trunk, just gotta watch lofts.”
  • nitram: “I know it sounds so “old man” but if you want to make a change in your 5-iron slot and can’t seem to get along with a hybrid, give the 9-wood a try. You may be pleasantly surprised.”

Entire Thread: “5 hybrid vs 5 iron”

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