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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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Coolest thing for sale in the GolfWRX Classifieds (03/31/21): Mizuno ST-Z fairway

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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, including equipment or, in this case, a top-ranked 3-wood.

Currently, in our GolfWRX buy/sell/trade (BST) forum, there is a listing for a 2021 Mizuno ST-Z 3-wood which picked up some serious notoriety for its performance in a TXG review.

To check out the full listing in our BST forum, head through the link:  Mizuno ST-Z 15° 3-Wood Motore X F3 7S

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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TaylorMade releasing a Dustin Johnson Master’s winning commemorative Spider putter

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When it comes to the Masters Tournament, TaylorMade has been on quite the roll, you could almost say a Pure Roll—this joke will pay off in the end. 

In 2019, it was Tiger Woods, and in 2020 at a delayed November Master,s Dustin Johnson won by an impressive five shots to take home his first green jacket and second major title.

Tiger’s victory was commemorated by TaylorMade with a limited number of special edition sets of his P7TW irons, and for DJ, the win is being celebrated with the release of a limited edition Spider putter modeled directly from his specs.

The putter will include a “springtime” themed presentation box, cover, and green accented SuperStroke Counter Core GT Pistol 1.0 grip.

As per Dustin’s putter specs, this Spider features a short slant hosel, two nine-gram weights placed in the heel and toe, and a solid black finish with no sightline, which has been DJ’s preferred look for years.

Last but not least, the commemorative Spider is packed with all the same high MOI technology as the standard models and is finished off with TaylorMade’s patented PureRoll insert (joke payoff).

Price and availability

The special edition DJ Commemorative Spider Putter will be available at retail and online starting April 9 and will be priced at $499.

 

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GolfWRX Spotted: Henrik Stenson brings blue shaft Diablo 3-wood out of retirement

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Henrik Stenson and his blue shaft Callaway Diablo Octane 3-wood were once a partnership as prodigious as ham and eggs, and after two years on the sidelines, it appears the trusty club is back in the bag for the Swede.

We spotted Stenson on the grounds at the Valero Texas Open swinging away with his Diablo 3-wood during Tuesday’s practice session as the 44-year-old looks to find some much-needed form.

Stenson retired the club back in 2019, switching in a Callaway Epic Flash Sub Zero model but following five missed cuts in a row, it looks like this week could be a reunion between the Swede and the Diablo.

Speaking to the PGA Tour back in 2019, Stenson said:

“It’s always sad when one of the trusties has to retire. I knew long before I gave up on it that the new technology was better and more efficient. When the other one broke in 2017, in February, I was out at a tournament in Dubai, and I had to put (a new fairway wood) in; that thing that I put in for that week was much hotter.”

Stenson’s Callaway Diablo Octane 3-wood equipped with a Grafalloy Blue X shaft was one of the most successful player/club partnerships in recent times.

Stenson rarely missed a fairway with the club, which had a very low loft – stamped 13-degrees but turned down to 11.8-degrees.

Stay tuned to see if the club goes in the bag for Thursday’s opening round.

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