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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

Corey Conners WITB 2021 (March)

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  • WITB accurate as of the Arnold Palmer Invitational. 

Driver: Ping G400 LST (8.5 degrees @8 degrees, standard, D4+)
Shaft: UST Elements Gold 6F5 (tipped 1″)

3-wood: Ping G425 LST (14.5 degrees @15, small +)
Shaft: Project X HZRDUS Black 76 6.5 (43 inches, tipped 1 inches)

3-hybrid: Ping G425 (19 degrees @20, small +)
Shaft: UST VTS Red Hybrid 85 X (40.25 inches, D2)

Irons: Ping iBlade (4-PW)
Shafts: Project X 6.0

Wedges: Ping Glide 2.0 Stealth (50-SS, 56-SS); Ping Glide Forged (60 degrees)
Shafts: Project X 6.0

Putter: Prototype PLD Prime Tyne H (Stealth finish) 

Grips: Golf Pride MCC Black/Blue (60R +1 wrap)

Ball: Titleist Pro V1

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Equipment

Bettinardi unveils limited Wall St. Fat Cat putter and new ‘To the Mooon!’ headcovers

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Bettinardi has unveiled its latest Hive release: its Limited 1/5 QB6 Wall St. Gangster Fat Cat Putter and its ‘To The Mooon!’ Betti Boy headcovers.

The Wall St. Gangster Fat Cat putter features a completely hand stamped checker pattern across the shoulder and bumpers and intricately engraved T-Hive money bags and gold coins across the Micro-honeycomb face milling.

The flat-stick’s sole features a Wall Street Poison Gangster Fat Cat over a stock graph pattern, smoking a cigar, and the flat-stick is completed with a two-tone gold flame and Tour blast finish.

The limited one of five putter comes equipped with a special, rare tonal red Wall St. Gangster Fat Cat headcover made for this putter only and is paired with an exotic leather Gripmaster grip.

The ‘To The Moon’ Betti Boy headcover is the latest over from Bettinardi and features the Betti Boy riding the rocket to the moon stitched stitch across the front. The saying ‘To the Moon’ is on one side of the cover, with the moon stitched in glow-in-the-dark thread with stars across the cover.

The Limited 1/5 QB6 Wall St. Gangster Fat Cat Putter is available in The Hive today at 8 AM CT, while the Betti Boy headcovers drop today at 10 AM CT.

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Whats in the Bag

WITB GolfWRX Members Edition: FlopShotGang

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Recently we put out the call for our members to submit their WITBs in our forum to be featured on the GolfWRX front page. Since then, our members have been responding in numbers!

Now it’s time to take a look at the bag of FlopShotGang.

*Full details on the submission process can be found here, and you can submit your WITB in this forum thread.*

Member: FlopShotGang

FlopShotGang WITB

Driver: Ping G410 Max (9.5 degrees)
Shaft: HZRDUS Smoke 6.5 70g

3-wood: Ping G410 LST (15.5 degrees)
Shaft: Pro Launch 75 X

Irons: Mizuno MP 20 HMB (3,4), MMC (5-PW)
Shafts: Nippon Modus 120 stiff, Nippon Modus 120 X-stiff

Wedges: Ping Glide Forged (50 degrees) and Vokey SM8 (54-S and 62-M @ 60 degrees)
Shafts: True Temper Dynamic Gold S400 (36 inches)

Putter: Ping Heppler Ketsch (35.5 inches)

Get submitting your WITB in our forum as we’ll be publishing more and more of them on our front page over the coming days and weeks.

Feel free to make it your own too by including some thoughts on your setup, your age, handicap, etc. Anything you feel is relevant!

Share your WITBs here.

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