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Nike Golf – “The Second Coming Of Golf”?

BY Adam Beach
Apr 18th 2011
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Will Their Ever Be Another “Tiger Effect”?

Why are so many golfers leaving this game? Why are people choosing other sports or hobbies over learning how to play golf? Is it too expensive? Is it too hard? Why do young kids not want to learn to play? Are they tired of the dress code and overall perceived stuffiness of the sport? These are just some of the questions being asked by leaders in the sport in order to come up with some way to bring people back to golf.

Well a couple days ago I got some images and information about something Nike Golf might have up their sleeve they hope will solve this issue. I have attempted to have this info confirmed by some Nike sources but to this point have gotten no comment back. So these images and information below are only a speculation on whether or not this program will ever see the light of day.

But they are definitely interesting to say the least…

It is pretty much a consensus that more golfers are leaving the game then those taking up the sport. So with numbers on the decline…all kinds of ideas and concepts are being tossed around regarding how to make golf more accessible for those that want to learn the sport. And how to keep those around that are already playing. Although most of this talk has been centered around groups like the PGA of America, PGA Tour, USGA, etc. Could it actually be a golf club manufacturer that takes the lead in this “Mission”. Well…from the the looks of these images and info it sure looks like Nike Golf thinks so. And they might just be on to something. They did do something similar to this in basketball back in 2007…so you never know. It will be interesting.

The Mission: “The Second Coming Of Golf”

Details: With Nike Golf We Can Make Golf Fit You
Objective: Diversify Who The Average Golfer Is
Target: Anyone Who Has Tried The Sport or Is Thinking Of Entering The Sport
Solution: Create a place where golfers can be themselves – a sanctuary. Nike Golf needs to utilize the existing equity of the Nike brand to break down barriers of entry in to golf, focusing primarily on the perceived image of the sport and its athletes. Nike Golf will position itself as the golf brand that allows for individual expression instead of viewing golfers as boring, old, and conservative, we will show the consumer that Nike Golf allows everyone to convey their personal style and character.

The Nike Swoosh Lights Up The Sky

Yes…those neon lights shaped like the “Nike Swoosh” you see on that golf course aren’t just a photoshop job. If this story is true this is exactly what you will see when flying over the course. So why light up the sky like a PBR sign in the back room of a dark lit local dive? Well from what I have seen it is because they say it will attract those same golfers flying over and getting ready to land. If they didn’t know what course they wanted to play while in town…they sure will now.

The Micro Site

Don’t know what this so called “Second Coming Of Golf” would be but from what we know now…you will be able to tell Nike what you want the “Second Coming Of Golf” to look like. Golfers would have a say in everything…even the appearance of this so-called “Second Coming Of Golf”. The micro-site would include an interactive timeline that included all the user concepts, designs and blueprints. So basically don’t make it about us…they want to make it about you.

Nike Golf Facebook Page

This would be another dedicated area for golfers to have their ideas heard. “WHAT DO YOU WANT THE FUTURE OF GOLF TO LOOK LIKE?”

The Future Of Golf Is Not A Club

To jump start the campaign it says that they will connect with influential bloggers by sending them the most advanced golf club they have to offer. Sounds like they want the writers to speak about the new club and the new “Second Coming Of Golf” and what it stands for. They want the world to first hear about the “Second Coming Of Golf” through the bloggers.

The Nike Cart – Gadgets & More Gadgets

No one will want to walk at the “Mission”. They think everyone will want to ride in a cart after they see the wide array of gadgets included with the ride. GPS, iPad displays and Wi-Fi will all be included. You will also be able to view the terrain in front of you with the “wireframe mode” available on screen. You would also be able to choose from multiple personal caddies to help you pick the right club and line. Yes even Yoda.

“The Mission” – Print Ads

This is an example of a print ad they say they will display. The message…that Nike Golf does not care what kind of pants you wear or what kind of music you listen to. They want you to make golf fit you. No Dress Code…No Membership Required…Just Golfers!

For You

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Adam Beach

My name is Adam Beach. This place, this site, it’s more than just a business to me, it truly is an expression of who I am and what I believe in, down to my core. I feel the work I do is a reflection of who I am and the idea behind the work I do is more important than the work itself. You see, I don’t actually see myself in the golf business at all, I am in the business of caring. I am a guy who wakes up with one goal: do the right thing.

Adam Beach

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Join The Discussion

Bill

11 years ago

Lots of good ideas in this thread. Yes, upper end golf is overbuilt.
Driving ranges with grass tees that are inviting to newcomers and experienced golfers while being inexpensive are a must. I don’t want three tiered ranges off mats with a focus on alcohol
A six dollar bucket with well maintained grass and some decent targets and well marked yardages. Growing up with a fun range nearby (nothing fancy) was a great introduction to the game. I was fortunate. I had a father who enjoyed showing his sons the game and the basics and then let us grip it and rip it while teaching us the etiquette. He enjoyed playing with us as much or more than his buddies. We had a family membership at a college course that only cost a couple hundred bucks for a family membership. It was very basic and only about 6000 yards from the tips. Perfect for learning and cheap. Still, it had some fun holes and the equipment we used initially stuck around for years.
Point is, learning golf was very inexpensive. One of my brothers plays occasionally, myself and my other brother are lifelong junkies. But we’re all grateful for the introduction we got to the game. Clothes didn’t matter (besides being appropriate). Clubs were part of it but it wasn’t necessary to own expensive ones because you were a newbie. Not all have the opportunity, but being a family pursuit made it work. Premium courses are nice but $20-$40 rounds are what make it accessible. Tigermania made golf too big and too expensive, with overcrowded courses. I now play at a course that allows me a 3-3 1/2 hour round that doesn’t cost a fortune.
I kind of like the spotlight being off of golf. Kids need to feel that the game is inviting, not intimidating.

Kyle

13 years ago

Golf to me is not a game you pick up casually, or at least it wasn’t for me. When I first started playing as a kid, it was hard, really hard. It took me quite a while to develop a proper swing, or to even get a ball in the air. But once I had hit a good shot, golf was in my blood. I couldn’t wait to get out to the course and hit more good shots. I was motivated by that. It shouldn’t be about iPads, GPS, or “bling”, it should be about the game itself, and allowing yourself the time to get better at it. Some people will stick with it, and might eventually become professionals, others may decide that its not their game, and that’s fine. But let’s not superficially attract people to the game with gimmicks, if the “true” game can’t attract some people to it, then that is their loss. Equipment, rules, and courses may have changes over the history of game, but the game hasn’t changed, and it shouldn’t now.

Bill

13 years ago

Golf, the game is fine. It attracts the majority of the population at some time in their life.
The MARKETING of the game is what’s gone over the top and taken some of the magic away.

So many factors, more than can be put in a short response. But…want new golfers? Make inexpensive driving ranges that are well kept and use grass (last I checked, not many courses have concrete slabs with plastigrass on top). It’s a difficult sport. That’s part of the fun. You get out of it what you put into it. To be good, you need to practice and learn. Make THOSE elements very inexpensive. The limits on equipment performance are a good thing. Making great, beautiful courses obsolete with ultra long drivers/balls hurts more than it helps, for two reasons. One, only a small percentage can utilize that increased performance. For the rest it only makes courses and the game that much harder. Those that CAN utilize it make much of the game irrelevant (if the best are hitting driver, wedge on par 4s, you’ve changed the game for the worse).
Two, Remember a few years back when all the articles were being written that said golf course builders couldn’t keep up with the demand? In the good economic times, all the courses built leaned towards the high end. Higher maintenance, higher prices. Fun layouts at a reasonable price became rare, killing entry level interest. The new golfer was overwhelmed by the top notch courses and what was left was the old, low end courses that don’t stir the imagination or excite the senses of a new golfer. Tee boxes fit for different levels of talent solve some of that but then your asking the ego driven golfer to move up two tee boxes to get to 6,200-6,600 yards, where most newer golfers SHOULD be playing.
In short, most new courses in the last couple decades were overbuilt.
The $20-$40 round of golf at an average course disappeared. Even in good times, the average new golfer isn’t going to spend $60-$100 on something he/she can’t do well at. That’s NOT fun. The new designs are beautiful. But most golfers are better served at less expensive courses that max out at 6,800 yards and do it for lower prices. The clubhouse doesn’t need to be a million dollar affair. Accessibility is the key on many levels. HELP the new golfer learn the game. Make his/her transition easier with inexpensive courses and practice facilities. Cheap equipment can already be had if you buy last years models, which are fine in most instances. Lastly, the courses don’t need a million sand traps or water on every hole. Four hour rounds appeal to EVERYONE. Design courses that are fun to look at, can be walked and can be played in four hours. Simple. The high end has been over built. THAT’S the current problem.

Jim Marshall

13 years ago

A perfect fit with Nike Golf … Phil Knight, CEO is a true visionary with exceptional leadership skills, e.g., Nike plus. The Nike + Running community encourages runners around the globe to achieve goals, gain confidence and self-esteem. They even participate in challenges, a new trend today in social media group challenges … That’s leadership!

Rikus

13 years ago

Seeing the comments to the articles just about sums it up for me, if the bug did not bite that deep after the first round I would have given it up too. Too many people not allowing anybody else the time of day or the luxury to learn to play the game, speed of play comes with hitting decent shots in the right place, only happens after we learn to swing a club half decent. Dont think the problem lies totally with getting new members, but with changing the attitude of the existing members, Shame on you! Good up for you Nike for trying, I applaude the idea of introducing the game to many new people to enjoy as much as I do!

Golfeus

13 years ago

Nike is always ahead of competition. I was part of their Players Staff formed when they first began manufacturing clubs. They gave about 90 of us clubs, shirts, shoes, balls, gloves, pretty much everything and we took their clubs and let members or whoever try them on the range. It was a blast and it proves how they continue to think outside the box.

As far as dwindling numbers go I personally I think clubs everywhere had better start combining efforts like marketing, sales and memberships more than they have been. I’m a member of 5 local clubs rolled into one membership. The 2 furthest 2 clubs are just 45 minutes apart. I play my 2 favorite most of the time, but if there is an outing I have options… options good. Golf has got to be more affordable.

Go Nike!

Layne Chastain

13 years ago

I’m telling you, this is a recycle, reuse, and reward type program that will be adopted by most equipment companies. Introduction to the game is tough when you don’t want to invest the money in quality equipment for an unknown game. All ages desire the opportunity! Of course this brain child of NIKEs isn’t new only potentially re marketed. Every manufacture has had a JUNIOR golf program to introduce them to the “PRODUCT”, I mean golf. When I taught the junior golf program for the BOYS and GIRLS CLUB, the BURNER KIDS set was there set. Now as a result TM sales to those grown up kids because of their memories of childhood golf. All this is pure speculation with some fact intertwined but in my head it all makes sense. Plus the NEON golf course swoosh would help the economy in multiple ways.

Tom Crisan

13 years ago

nike, the pga and whomever are not going to increase the intterest in golf with marketing hype/ propaganda. this will only generate interest for a short time. the biggest issue that is not being being addressed by the industry / pga asa whole is the cost. to to high and increasing,for a family its now become a sport for the wealthy. last summer i was on a vacation in mexico, the wife and kids and i went to what looked to be a fairly nice golf course. drove up, no cars in the lot, club house empty, one clerk working, greens fee and 250 dollars/ player 1-grand for the family. go to sawgrass, hilton head etc etc to to expensive for a family activity!!!!!!!!!!!!!!!!

greg

13 years ago

If PGA and others stopped new technology making 3 &4 year old equipment outdated it might encourage people keep playing and not feel like they have to spend a small fortune to stay compertive, At most clubs the saturday comp is well patronized but other days they are only half full ,so why not let people play a 9 holes comp in with the rest of the field as long as you had 2 playing 18 holes and 2 playing the first 9 you not only get more playing but it would speed up the overall playing time consirebly,also why not have full membership but limited games allowed per year maybe have them in blocks 10 ,20 30 that would suit people may only have time to play a couple of times the year or only get limited time of work and can’t really justify (to the wife) the price of a yearly membership

Eidolon

13 years ago

No way!!! I don’t buy anything with a nike logo on it be it products or their marketing plans.
Their business plan to sell overpriced sneakers to young people that could never afford them was just morally wrong. This makes Nike and Woods a perfect fit but not for any “second coming of golf” (( no mention of Tiger in the promos ?). Both Nike and Woods have lost their golf mojo.
Every catalog I get and email is full of Nike golf products on sale.

Big Tex

13 years ago

Other than a slick marketing idea and a “virtual base” golf course, this project will ultimately fail just like all of the other Nike golf ideas. The current Oven commercials do not make me want to go out and buy any kind of Nike equipment. I’m not sure why they cannot break into the golf industry as well as they’ve done in basketball, tennis, and football, but if they are ever to become a major player, they need to fire there current marketing team and start from scratch.

Layne chastain

13 years ago

The Second Coming???? The BOXED club with the Blurred out head is an older model, Ive seen the original thats not blurred. So my thought is that NIKE will have a program/trade in type that will enable the SECOND COMING or SURGE to start playing with our old clubs. I know Nike has made in roads to make them a household name in the game of golf but theres is a missing link. Is this IT? I think the second coming will be my kids and all the kids who have the chance to play with their moms and dads. Make golf fun and they will enjoy it forever. I have the greatest memories of playing my first round with my grandfather and his last was with me.
If this is a trade in and recycle program I hope Nike will give these to DESERVING kids.

statmagic

13 years ago

Judging by the size of the “most advanced golf club” this looks like a campaign directed primarily toward juniors. Also the line “the future of golf is not a club” might hint that they are saying the future of golf are young people.

Makes sense right? Get the young-uns playing Nike equipment early under the guise of “growing the game”.

matt

13 years ago

Did no one notice the image of Master Yoda on the iPad’s screen? How has that gone unnoticed ? haha

matt

13 years ago

Nvm i just read that Yoda is mentioned in the article….

Justin

13 years ago

Honestly, I stopped reading this article when I saw the neon swoosh. So, we want to grow the game, but we only want to do it with people who happen to be travelers. Stupid. Those travellers who are planning to play were going to anyway- there’s a very good chance they’re going to have their clubs with them. So, what about the others? If anyone thinks a neon swoosh is going to convince somebody to pay $50+ for greens fees, who knows how much for rental clubs, balls, etc. is just plain delusional, and possibly lacking somewhere in the cranium area. Oh, and who’s going to pay for the maintanence of that fancy sign? The regulars, with higher greens fees. Makes perfect sense… don’t grow the game by making it more accessible, let’s just add some bling!

Geoff Shackelford already tackled this issue in 2004… EVERYONE should read “The Future of Golf: How Golf Lost Its Way and How to Get it Back”. You’ll have everything you need to figure out how to bring people back. Some tidbits: The USGA/R&A need to grow some freaking balls and fight the OEMs (my words, not Geoff’s). With Frank Thomas at the helm, they had developed an “Optimization Test” that would have essentially killed the quest for distance (and any bullsh!t marketing claims that have since been made). The OEMs, even though representatives were informed, claimed ignorance and threatened to sue. So, golf equipment would’ve been more affordable, since there would be no way to trick people into thinking that their “technology” would mysteriously grant them an extra 20 yards off the tee. It wouldn’t have been just amateurs… the pro’s would’ve been involved, as well.

Since there wouldn’t be anymore 400 yard bombs and 80 yard gouges with wedges, the courses wouldn’t have to be lengthened/tightened to “protect par”. What does that mean? Courses, especially those that are Tour stops and Major-hosting hopefuls, increase their length, tighten fairways, line said fairways with trees, grow too-penal rough and keep the greens running 11+ on the Stimpmeter… it’s their only defense. Oh, and that doesn’t count those that get offended by seeing grass that isn’t emerald-colored, with perfectly manicured bunkers. All this is incredibly expensive to maintain. Who gets to pay for that? We do, with higher greens/membership fees. Throw in those “signature” courses where you get to pay for not only the too-high maintanence fees, but the designer’s fee, as well, and it makes it even worse.

So, people get force-fed BS marketing claims from the OEMs and the mainstream golf media eats it up and sells it for them because they’re paid to do so. There’s the equipment snobs that look down on people for not going all out on their gear, even though the stuff they bought isn’t any better… newer, but not necessarily better. Some courses can be had for cheap right now (good luck getting Pebble Beach or Pinehurts to cut you a membership deal), but what happens when the economy bounces back? The courses are going to actually want to make money… so a rise in prices would be sure to come.

There’s a LOT more to it, and I’ve only scratched the surface. I truly hope people read this.. and Frank Thomas’s book “Just Hit It”. Both EXCELLENT reads.

golfzilla

13 years ago

Golf is both hard and expensive and both can be addressed. If golf does not appeal to bozos, well, so much the better, but there needs to be a simpler, less expensive form to serve as an entry level.

Club sets with seven? clubs max (wood/hybrid, putter, wedge, and 4? other clubs), max shaft length ~40 inches. Max driving distances less than half of current, so use lighter balls. With this, courses can be made much smaller and cheaper. If you halve the ball distance, you can make a course in 1/4 the space, with 1/4 the upkeep expense and still have it be pretty golf-like.

Sorta golf rules are fine. This is mostly about learning how to hit golf balls and have fun with a less intimidating game.

Hard: Golf will never be easy, but it should not be excessively penal for beginners and the casual. Losing a ball should be hard to do.

Do I want to play on such a course? Not particularly, but I have the habit. What we want is others to get the habit.

Mike

13 years ago

As a new boy on the block Nike have made some great inroads into golf equipment, foot wear and clothing. No doubt about their latest VR range of clubs, it is amongst the best in the world and played by the very best. More victories in 2010 than any other brand that says heaps about their credibility.
Nike as a corporation has a lot invested in golf so it makes sense that they would consider protecting that investment and at the same time gain market share. I’m sure that if this proposal is serious it will change how many see golf and Nike Golf in particular. The biggest market on earth is only just being scratched and no doubt we’ll see Nike at the forfront of development in China and maybe India. Good luck to them I say. Golf has to move with the times, cherish it’s history and tradition but embrace the future at the same time.

davepenny

13 years ago

I know its not just me but I dont even consider Nike when buying equipment.I dont have anything against them.I like the looks of the newer stuff ,especially since they got away from the square look.But I just dont look their way .They got a great staff on tour so Im sure its good quality stuff.I have talked to several people that feel the same way,IDK maybe Ill change my mind someday?

P-Gunna

13 years ago

Less golfers = less slow play and cheaper memberships. Count me in! The last thing I am interested in is a bunch of noobs tapping at iPads and cell phones to “enhance” their experience. Right now, us active players are buying your products Nike.

Justin

13 years ago

Not necessarily. The fees are down because the economy’s down. When/if it picks back up, guess who’s going to foot the bill? WIth less wallets running around, those prices are going to skyrocket.

Golfer Burnz

13 years ago

As an average Joe golfer, I’m OK with golfing numbers declining. Easier to get a tee time and the courses are less crowded. Our local coutry club has been running a new package deal to attract the younger affluent crowd due to dwindling ‘older’ members. I never thought I’d see joining a country club so affordable in my life time. If Nike wants to try and get the numbers going in the opposite direction, the more power to them. Nike and golf will have to join forces and provide some incentives to the would be golfers to get them back on the course. Seems like a steep hill to climb, for Nike to take on “the future of golf” alone.

Trevor Green

13 years ago

if nike were ever to influence the rules of golf, i will quit the game

trevin jesse

13 years ago

if nike ever had a say in anything besides their company golf would be screwed. its fine the way it is. its perfect

kevin

13 years ago

SOLD! lol

I really like the idea as a marketer myself. Simple idea to change a vast game that has been around a lot longer than the company but in depth so it ‘may’ work. And work in large numbers.

Within regulations, what will they actually change?

Everyone likes the guy who tries to help everyone and save something. Does golf need to be saved though? Or are we simply weeding out the guys that gum up the course?

Nike is large enough to make this idea work, get free pr (like this article), and probably won’t have to spend much on advertising to get a huge return on golfers.

I am curious to see if they actually do something other than take shares away from competitors. This would be believable if it came from Taylormade, but not Nike.

Take advantage of your social networking Nike. It’s worth a lot more than you think to get a free message out.

Thanks My Golf Spy! Keep us up to date on the “second coming”! Sounds familiar…

Tom

13 years ago

It seems like this might be an old idea that never came to fruition, the ving rhames ad at the bottom seems to be a few years old with the old club and ball used, Just my observation. Also this seems to be just a marketing idea without any actual stuff to back up. Sure you got a woman in a sundress hitting a ball but nowhere are they saying this is what we are going to do to make this game more accessible.

mygolfspy

13 years ago

The info we have from the designer was very recent.

Tom

13 years ago

I think everything but the commercial looks recent, thats the weird thing. all of the print ads are using their new design scheme

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News

Nike Golf – “The Second Coming Of Golf”?

Will Their Ever Be Another “Tiger Effect”?

The Mission: “The Second Coming Of Golf”

The Nike Swoosh Lights Up The Sky

The Micro Site

Nike Golf Facebook Page

The Future Of Golf Is Not A Club

The Nike Cart – Gadgets & More Gadgets

“The Mission” – Print Ads

For You

For You

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Adam Beach

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comments

Bill

Kyle

Bill

Jim Marshall

Rikus

Golfeus

Layne Chastain

Tom Crisan

greg

Eidolon

Big Tex

Layne chastain

statmagic

matt

matt

Justin

golfzilla

Mike

davepenny

P-Gunna

Justin

Golfer Burnz

Trevor Green

trevin jesse

kevin

Tom

mygolfspy

Tom

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