Case study: Nike Golf

Whole in one

The 2001 PGA Merchandise Show was the PR equivalent of winning The Masters: Nike Golf received massive media coverage and sales exceeded projections well before the show ended.

Coming off a big year of Tiger Woods’ endorsements in 2000 meant Nike Golf would have a tough time following its own act in 2001. The agency positioned the company as dedicated to becoming an authentic golf company with a mission to help committed golfers improve their performance.

A pre-show media relations blitz secured appointments and interviews with Nike Golf executives at the show; major media captured the company’s desired position and cited the vision of Nike Golf; and the client received intense coverage rom the global golf trade as well as CNN/SI, Fox Sports News, USA Today, American Way, Celebrated Living and many other lifestyle and recreational media.