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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

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  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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‘Now I’m short and crooked:’ Revisiting Phil Mickelson’s driver-less setup at the 2008 U.S. Open

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Editor’s note: We filed this piece for PGATour.com’s Equipment Report

At 7,643 yards, Torrey Pines was the longest course in major championship history when it hosted the 2008 U.S. Open.

So what was Phil Mickelson’s plan of attack for the first major at his hometown muni? Eschew the driver. With firm summer conditions and thick rough lining the fairways, Mickelson decided to start the week without a driver in his bag.

“I don’t really want to hit it past 300 yards on most of the par-4s because it starts running into the rough,” Mickelson said back then. “And I felt like with the fairways being firm like they were today, all I needed was 3-wood on the holes.”

Mickelson may employ a similar strategy this week. He expects to hit a 2-wood on about half his tee shots this week. But Mickelson, who’s made no secret of his pursuit of extra clubhead speed in recent years, also will have his driver in the bag.

“There’s a lot of holes where it kind of turns or tightens,” he said in his pre-tournament press conference. “That 2-wood, I’ll call it, seems to fit the right yardage on a lot of those holes for me.”

Mickelson’s 5-degree driver, the Callaway Epic Speed Triple Diamond driver with a Fujikura Ventus Black shaft, also will be in the bag. It’s the same club that helped him hit big bombs in his win at last month’s PGA Championship. Most impressive was the 366-yard tee shot he hit to set up a crucial birdie on the tournament’s 69th hole.

In 2008, Mickelson opted for a Callaway FT Tour 3-wood — a 13-degree version bent to 11.5 degrees and equipped with a 43-inch Mitsubishi Diamana White Board shaft – in lieu of his driver.

However, over the opening two days of the tournament, Mickelson struggled off the tee. On the brutally challenging and lengthy California course, Mickelson found himself not just in the rough for most of Thursday and Friday, but short too.

Read the full piece here. 

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Coolest thing for sale in the GolfWRX Classifieds (06/16/21): TaylorMade SIM 2 Max 5-wood

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At GolfWRX, we love golf, plain and simple.

We are a community of like-minded individuals that all experience and express our enjoyment of the game in many ways. It’s that sense of community that drives day-to-day interactions in the forums on topics that range from best driver to what marker you use to mark your ball. It even allows us to share another thing we all love – buy and selling equipment.

Currently, in our GolfWRX buy/sell/trade (BST) forum, there is a listing for a Taylormade SIM 2 Max 5 Wood w/ Ventus Velo Blue 7X SST PURE ($445 shipped).

From the seller (@edwardsr): “Taylormade 5 wood shafted with Fujikura Ventus Velocore Blue 7X SST Pure’d and built by True Spec Golf in Scottsdale AZ. True spec measured the head at closer to 16.5-17ish degrees loft and the lie angle to be about 58.5ish  Club plays right at 43 inches and the shaft is tipped 1 inch. OEM HC included!”

To check out the full listing in our BST forum, head through the link: Taylormade SIM 2 Max 5 Wood w/ Ventus Velo Blue 7X SST PURE

This is the most impressive current listing from the GolfWRX BST, and if you are curious about the rules to participate in the BST Forum you can check them out here: GolfWRX BST Rules

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Dustin Johnson joins LA Golf as a partner, member of board of directors

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The No. 1 golfer in the world is joining the reigning U.S. Open champion. Dustin Johnson, who put an LA Golf Prototype shaft in play at the PGA Championship, is now an LA Golf partner and member of the company’s board of directors.

As a refresher, the company, which rose from the ashes of Matrix Shafts, features a unique structure and not only offers ownership stakes to professionals but also relies heavily on the feedback of the best golfers in the world in crafting future iterations of its shafts.

Not surprisingly, DJ is switching to LA Golf’s wares in the pursuit of greater accuracy and distance, according to the company.

As we wrote for PGATour.com, when Johnson put an LAGP shaft in play at the PGA Championship, Reed Dickens, LA Golf’s CEO had this to say about Johnson’s prototype: “We custom designed a low torque shaft for Dustin for lower trajectory and have been iterating with him for a few months. We’re excited that the No. 1 player in golf trusts LA Golf enough to put our product in play for the first time at a major championship.”

Johnson himself had this to say about his testing and the prototype development

“I…have been testing the LA Golf shafts for months. I have been really impressed with how much more consistent my ball striking has been and really like the ball flight I’m seeing. I don’t swing hard often, but with the LA Golf shaft, I can really go after it and know I am going to hit the ball more consistently in the middle of the club face. My misses have also been much better…”

CEO Reed Dickens founded LA Golf in 2018 after a tenure as the founding CEO of Marucci Sports. The small-batch company boasts the distinction of being “the only shaft manufacturer where each structure is co-designed with players and built in the USA,” and it has a particular focus on building shafts that perform at the top end of the swing speed spectrum.

LA Golf counts dozens of golfers on world tours among its partners, and the company has seen an uptick recently, with more than 20 pros signing on in the past three months.

LA Golf’s board is an interesting one as well, featuring not only Johnson and Bryson DeChambeau, but TV personality Amanda Balionis, entertainer Kelley James, Duck Commander’s Willie Robertson, and Marucci Sports CEO Kurt Ainsworth as well.

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