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PGA Pro:ForMANCE
L
et the battle begin. In one corner is Callaway, who had a tank in its booth during the PGA Mer-
chandise Show in orlando in January. Now the tank was meant to promote a putter, but it
couldn't have been more symbolic, and Callaway had to know how it would be perceived. ey
are back from the brink of oblivion and they are ready for war.
"e lineup [we've] brought out includes product that really moves the needle that no one has done be-
fore," says Chip Brewer, the man who formerly ran Adams Golf before being brought over as CEo to res-
urrect Callaway. "at's why you have this level of r&D. at's what gets us excited. e relaunch of Big
Bertha is a fabulous opportunity. ere are really no brand names with more resonance in the world."
at's not to say the competition is prepared to give up its battle for the driver market, which represents
the sexiest club in golf. In the other corner is the reigning champ, TaylorMade, with its industry-leading
market share, using its position to start industry discussion groups (like the hackgolf.org concept it an-
nounced at the show), and continuing to bring out driver lines based on its CG-forward
concept that limits the spin off drives. Last year saw SLDr, a driver based
on TaylorMade's rocketBallz concept that was popular in its fairway
woods, followed by JetSpeed.
Pro:gear
TAYLorMADE, CALLAWAY TrADE SHoTS AS
THE DrIVEr MArKET-SHArE FIGHT HEATS UP
Battling over
By Robert ompson
