FIELDREPORT - CARLY FROST
his winner’s speech the 33-year-old Spaniard attributed his impressive form to his new driver: “I want to thank so many people, starting with my brand Callaway – they set up the best driver I could ever hit, the Big Bertha Alpha. I’m hitting it 20 to 25 metres longer now. I’m a lot straighter, and that makes a lot of difference.” Callaway claim that this is
the most advanced driver they have ever made and have put the bold and catchy ‘Berthas Back’ message on their point of sale branding. The Alpha is designed to offer the golfer the total performance package of maximum distance. Although adjustable drivers aren’t new to your shops, the revolutionary design of the Big Bertha Alpha driver allows the golfer to adjust the club’s vertical centre of gravity for the first time ever via a fancy new Gravity Core. On top of this it has several design attributes that you will already be accustomed to talking about with your customers, including moveable weights and an adjustable hosel, making this a driver that will allow you to show sceptical golfers just how much further they can hit the ball by setting the driver up to suit their swing type. “We didn’t bring the
Callaway’s Big Bertha Driver
name back out of some misguided sense of nostalgia,” said Alan Hocknell, the man who heads up Callaway Golf’s Research and Development team. “We brought it back to advance the science of hitting the ball far.” It’s not just hard
goods that will sell well in a retro display in your shop, but classical golf fashion style is bang on trend this season too. There are fantastic examples of the vintage stripes and diamond patterns in sweater collections from golf fashion labels including Glenmuir, Pringle and Lyle and Scott. Sweaters should be an easy sell while the wintery weather persists and are an essential extra layer when the spring finally arrives. It’s hardly surprising that the golf industry has gone retro - golf is, after all, a sport with great history and most players are appreciative of the sport’s vintage past and enjoy watching footage of the great players of old, the memorable tournaments they competed in, the classic clubs they used and the funky fashion they wore. If you are clever you will capitalise on this retro resurgence and encourage your customers to purchase some of these limited edition goods as collector’s items.
Wilson Staff’s Tour players with the Centenary Bag
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