PROVIDENCE, RI: Nike Golf has chosen Rhode Island-based PR and advertising firm Duffy & Shanley (D&S) to initiate a grassroots mass-consumer campaign in an effort to expand the brand beyond golf trade media.
The partnership with D&S marks the first time that Nike Golf has worked with a PR agency. The Nike Golf brand, which has existed for five years, separated from the Nike brand internally on June 1.
Nike Golf communications director Dean Stoyer said he chose D&S because of the firm's success working with Pinnacle Golf. "I didn't put a project out to bid," he said. "We did sit down with a couple of other agencies, but there was very little question that Duffy & Shanley was the way to go."
In addition to general brand-building and media relations, the agency will spearhead regional events to promote the Power Distance Super-Soft golf ball, as well as support the launch of the Nike Golf Learning System, a complete line of children's products inspired by the successful career of golf prodigy and Nike Golf spokesman Tiger Woods. According to Stoyer, promotion of all Nike Golf products is a major focus for the upcoming holiday season.
"The challenge," Stoyer said, "is managing how we introduce each one so that we don't cannibalize ourselves."
"I don't think there's a sports category that has more growing coverage than golf," said D&S president Jon Duffy. "Golfers get their information from a variety of sources, and no two golfers are exactly the same. Every market has a golf expert in it, and we already have the database."