Last month, Callaway Golf announced that the company had achieved its highest monthly golf ball market share coming in at over 20%, and the fastest growing of the major companies in close to a decade.
“We are thrilled to reach our highest U.S. golf ball market share ever at over 20 percent, and we’re excited to build on this momentum going forward,” said Callaway President and CEO, Chip Brewer. “With over $50 million invested into golf ball production during the past several years, we’re committed to delivering the highest performing, highest quality golf balls in the world. That investment is especially paying off for Chrome Soft, which is performing incredibly well in the market, with our customers and out on Tour.”
A lot has gone into the growth behind the scenes including large investments over the last 5 years, both in the manufacturing, and research/development. Callaway Golf is certainly not new to the golf ball market. There have been some highs and lows and we wanted to explore the story in a bit more detail.
Over the last 15 years the evolution of market share Callaway has had in golf balls has been a bit of a roller coaster. Some would argue it was never really product caused, but that other factors led to some slips before nearly a decade ago when Chip Brewer became CEO of the company. At that time a pretty dynamic culture shift took place, at least on the surface, and certainly from the outside looking in.
One of those shifts took place in 2014 when Jason Finley got involved in the golf ball division. At the time, Finley was already a veteran at the company, starting back in June of 1997 in consumer research and testing. Before this change, he was Director of Marketing in Woods and Irons, a category that the company was showing major growth in, fresh off the heels of the relaunch of the Big Bertha driver lineup.
Peeking behind the curtain, you will not find Jason Finley wearing a lab coat surrounded by test tubes and creating new materials with fire and brimstone. You will find him working with a team of people that he gives much of the credit to in creating an image of a product that they believe is the best in the world.
When asked about the Callaway ball division over the last 10 years, he had this to say.
“We have had a pretty good run over the last 7 or so years in particular in the Golf Ball Category. Prior to that we had some very strong products but also had a few missteps along the way. The Golf Ball business is a little different from some of the other core equipment categories we have had a pretty strong track record in. The real shift began with the Supersoft Golf Ball and really took off with the introduction of the Chrome Soft Golf Ball. In both of these cases specificially, it was a matter of a very strong performing and differentiated product. We have continued to build on these platforms and our growth has been fun to be a part of.”
While a heavy emphasis is put on the Chrome Soft lineup of golf balls in the world of online golf, such as this website, hearing the Supersoft kicked it off is an interesting piece of information. It is one of their most dominant products, but is a product category that is often left out of marketing conversations, as so many are tour driven. With Chrome Soft (including Chrome Soft X and Chrome Soft X LS) you have the number one player in the world endorsing this product. The challenge often lies in telling a technology story to a segment of golfers that have not often craved that type of deep information previously. Callaway took on that challenge with Supersoft and Jason Finley expanded on that.
“As I mentioned, Supersoft has played a very strong role in our success. It is the best selling non-Tour ball in Golf and we are very proud of that. It has almost a cult like following and is a tremendous performer for such a wide array of golfers and is at a strong value. While it has not received a tremendous amount traditional marketing support, there have been many initiatives to help build the awareness and trial of that golf ball which is so important. The repeat buyers of Supersoft are very loyal and strong.”
In a recent visit to a large active 55+ community with thousands of golfers, we were told that it was the number 1 ball sold in their pro shop. That was surprising info on the surface, but as you dig in deeper it makes a lot more sense. A ball with lower compression that helps reduce spin could make the game more enjoyable for some golfers.
So how much of performance of sales is based on the product and how much is solid messaging to help educate golfers on the product(s)? It’s a question often debated as it pertains to golf balls specifically on the THP Forum, so we asked Jason Finley his thoughts.
“I would say that both have played a role but it always starts with a strong product. Product Performance will always be the most important piece and compelling and engaging messaging will only help get more people interested in trying the product. We certainly have benefited from the overall strength of our brand momentum as well.”
The brand has been on quite the run over the last 7-10 years. Flashing back to a visit in 2014 to Callaway headquarters, the message to the small group of media in attendance was bold and clear that golfers were smart consumers and that if a product isn’t the best it can be, no marketing in the world matters. Performance trumps all. Was that spin for the media in attendance? Maybe. Hard to argue with the results since that time when looking at the products that have come out. Between Epic and Apex on the equipment side, along with a myriad of best sellers such as MAVRIK, you are certainly going to have some brand momentum.
Taking chances has also paid off, and Callaway did that in the golf ball segment. First with Truvis and then Triple Track. However, the question remains, how much of those gambles attributed to the success in growth? They certainly stood out by being different both on TV and in stores amongst a sea of white with some sprinkled in yellow while walking down a golf ball aisle.
Jason Finley added this.
“All of these things have been really important to our growth. Bringing new ideas and innovations in this space has helped us provide differentiated options combined with the very strong performance our products bring. It also is very much on trend with golfers in general who are more interested in ways to play a more individualized product. In the case of Triple Track and Truvis it has also been a matter of being willing to try different things that we believe golfers not only will like, but for many provide a technical/performance benefit as well.”
Mentioned previously the number one player in the world is using the Chrome Soft X golf ball. Jon Rahm has been quite vocal about his equipment and ball change going as far as crediting it for his US Open victory this year.
“The new ball and the new irons allow me to hit certain shots that I simply wasn’t capable of before and it showed,” said Rahm. “I need to say a huge thank you to the team at Callaway.”
When a player like Rahm makes an equipment change, often times we see the results remain flat or even go backwards for a period of time. Rickie Fowler’s ball change could be an example. Could be coincidence, could be performance, yet the opposite occurred here. This begs the question about how much testing was done with Jon Rahm before he chose a golf ball? The answer was a lot. How much tour success took place with Callaway this year?
Jason Finley gave us some insight.
“The Tour success we have had this year in particular including two major wins, many Tour Wins around the world, Annika returning to the winners circle and topping it off with a Gold Medal and the #1 Player in the world all using a Callaway is pretty strong and potentially more impressive than any other brand could say. This speaks volumes to not only the product performance but the confidence that some of the best players in the world have in the products we are creating. With Rahm specifically, as he has mentioned, the Golf Ball was a very important piece of the switch to Callaway and gave him the confidence that his game would improve, and it has. The Chrome Soft X is our most played ball on Tour followed by Chrome Soft X LS and both provide options for golfers to play well in all facets of the game.”
So what changed? Going back full circle to the beginning of the article, what has caused this massive jump in sales? Is it product or is it marketing? I believe the transparency that Jason Finley shared rings true. It is both. There is no doubt that most reading this have heard of some manufacturing issues that Callaway had for a few years. Was it real? Well, yes and no. Manufacturing plays a role in every aspect of performance in golf equipment and when extreme growth takes place, there will be some issues. Were they real, overblown or was it misinformation? Maybe a little of all three.
Back in 2017, we held a THP Experience where lucky forum members got to go behind the curtain of the Callaway Golf Ball plant in Chicopee, MA. At that time, a large investment was already being made to take that manufacturing plant and make it state of the art in terms of producing quality and consistency. Issues were known, they were addressed and continued to be up to the present. Jason Finley added this.
“What we have done in Chicopee has been imperative to our growth and success. Over five years we embarked on a journey and spent well over $50M to have not only a best in class operation that produces the highest performing balls, but also at the highest levels of quality and consistency. This has not only allowed us to improve on the performance and quality of our products but also increase the capacity needed as our business has grown. Further, I am even more excited for the things we will have coming soon to further showcase these improvements.”
That certainly entices a golfer to wonder what is coming next. And with “next”, when will golfers see it. With talks of material shortages continuing in the world of golf balls, will “next” be in the distant future? Probably not, but there is fear by some in the golf industry that surlyn (a type of ionomer produced by Dupont) is leading to more challenges in creation and manufacturing than expected. And with the incredible growth that the sport has seen, has caused delays in production.
Will Callaway be a part of those delays? My research says every brand will be impacted, but some more than others and we are already seeing some of that on orders. This year has been ripe with challenges for manufacturers, even for those that are produced in the US. Does that mean you should run out and purchase like the great toilet paper fear of 2020? No. Golf balls are continuing to be made and while there could be some slow downs in the future, winter is coming for a large part of the country and that could “help” a bit.
Where does Callaway go from here? Anytime you research for a story based on sales growth, it is hard for any feature not to come off as glowing. After all, the entire piece is centered around more people buying, finding, and using this product than ever before. Do you believe this is the beginning of another trend in which we see them continue to grow?
While market share reports will never give a complete look at the performance of a brand, it is the standard at which they are measured by many. Growth there, generally speaking, means growth overall (if not more so). Callaway is currently riding high, and if golf continues to stay on its current pace or even close, the company is set to continue this trend.
Did someone say 2017 Callaway Hype Experience behind the curtain at the Chicopee MA ball plant? ?
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Very nice article, a lot longer read than I was expecting. I think what they’ve done is incredible.
[QUOTE=”Daluteh, post: 10096311, member: 59803″]
Very nice article, a lot longer read than I was expecting. I think what they’ve done is incredible.
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Thank you. We talk a bit about this in our upcoming Off Course podcast episode Friday. “A Brand Story” is something that we dive a bit deeper into because of fascination with learning and like the [URL=’https://www.thehackersparadise.com/a-brand-story-tour-edge-golf/’]previous one on Tour Edge[/URL] is a chance to go long form on what I learn.
Great article.
I’ll admit that, in the past, I never considered Callaway balls. Because frankly, since the Blue dot, they haven’t been great. The current gen CSX however, is really something special.
They’ve done a great job. And the hard work, and vision, is really starting to pay off.
Great article. Love the investment in the Chicopee plant and what it has allowed Callaway to do. I’m looking into trying to CS X because I’ve never played a Callaway ball consistently, but reading the thread on THP, and the article here, continues to pique my interest.
Speaking of Truvis. I know a buddy, a golfer who gets out maybe 3-4 times a year, and he loves playing the Chromesoft Truvis. Always has them, and usually one of the special varieties. I think this is the case for a lot of people who might not try Callaway if for any reason then the ball looks cool, or it looks different. Also enjoy them trying to help golfers with the Triple Track technology. Whether it’s performance or looks, the Callaway ball lineup sounds like it’s never been better!
What a great success and I think that Truvis and TT got a lot of players to try their ball and once they saw the quality they stay with it.
From a business standpoint having growth in your consumables is never a bad thing.
Now THIS is a piece. I’m pretty blown away by both the depth of the article gets into the growth of the Callaway in the ball segment and the why’s to their success. 20% is much bigger than most will realize, and the first true grower in the segment that could and should continue to build on it in forever.
I played the Super Soft upon my return to golf in 2017. I am not sure why I chose it but it called to me from the shelf at Wal Mart. I really enjoyed that ball and am not sure i need a tour ball at all. I have been using the Chrome Soft and CSX since the 2019 Grandaddy and am thrilled with the performance they provide. Triple Track has become such an important part of my alignment on the tee box that I would not consider any ball that does not have it.
Outstanding article. Callaway has certainly made huge strides in the ball segment and, based on the referenced increases and what I see when playing golf locally, they are not slowing down any time soon with more and more people playing their balls. Personally, I can tell a huge difference, for the better in all aspects of the ball, between the first Chrome Soft and the latest generation.
That 20% number is crazy since not only were they getting existing customers to convert, but winning over all of the new golfer post-2020.
[QUOTE=”badolds, post: 10096343, member: 47579″]
I played the Super Soft upon my return to golf in 2017. I am not sure why I chose it but it called to me from the shelf at Wal Mart. I really enjoyed that ball and am not sure i need a tour ball at all. I have been using the Chrome Soft and CSX since the 2019 Grandaddy and am thrilled with the performance they provide. [B]Triple Track has become such an important part of my alignment on the tee box[/B] that I would not consider any ball that does not have it.
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Crazy, but I’ve only ever thought about Triple Track helping with putting, but I can see how that could help with alignment off the tee as well.
Good article! It’s hard to think they could improve any more on the CS/CSX lineup. Although, I haven’t been able to see the plant in MA, but seeing what we saw at The Grandaddy, was really cool and puts a lot into perspective into the piece of the pie Callaway has taken in the market!
Wow wasn’t expecting such a deep dive that was really cool! The part about the SuperSoft is pretty shocking though I guess it shouldn’t be I know lots of guys that play that ball on the regular. I love that Callaway continues to come up with new innovations for golf balls and that investment that was spoke of speaks volumes.
Interesting stuff. I have a friend who still plays supersoft and loves that ball. I will stick with the Chrome Soft, just great all around performance.
Interesting read that took some turns I didn’t expect. The SuperSoft ball really surprised me, although given who it is targeted for really shouldn’t have.
With all the negative press of the off center cores, and manufacturing issues, I like to see that Callaway is being up front and honest about it, knowing a lot was misinformation and taken out of context. Either way, they have gained market share for a reason, and if they had manufacturing issues I don’t think that would be the case. The fact that Rahm is playing the CSX successfully tells me all I need to know about the golf ball, it’s capabilities and what the future holds.
[QUOTE=”Snickerdog, post: 10096397, member: 38739″]
Interesting stuff. I have a friend who still plays supersoft and loves that ball. I will stick with the Chrome Soft, just great all around performance.
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Supersoft is a great winter ball!
Just bought some Chrome Soft. I go between it and the RXS.
And the SuperSoft? A nice ball for me to play in soft conditions so it sits. 😀
i would have never guessed the supersoft was their biggest seller. Great article and very detailed. It would be awesome to see that ball plant it has to be amazing.
Very interesting read [USER=3]@JB[/USER], great peek behind the curtain at Callaway. That the Supersoft played such a large role is news to me, but not surprising – it’s a great ball, still one of my favorites.
[QUOTE=”Doubleb21, post: 10096471, member: 50153″]
It would be awesome to see that ball plant it has to be amazing.
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At the time I had only been to one other ball plant (since that time been to others) and it was an eye opening experience. Not just from the facility and how the golf balls are made, but the sheer abundance of changes and growth that was taking place there.
A ball plant visit sounds amazing. With all the upgrades and $$ Callaway has invested in balls I think a return trip for THP would be pretty damn cool.
Callaway Supersoft is the #1 seller for golf balls on Amazon … I always have some in my bag …
Good Golfing …
Most improved ball on the market and its not close. I am not even referencing issues real or false from a few years ago.
One of my fav balls I played was the callaway HEX chrome I think? The ball Phil won the open with..
20 % market share is pretty incredible! Someone is looking over their shoulder!!
[QUOTE=”templeton80, post: 10096682, member: 53139″]
Most improved ball on the market and its not close. I am not even referencing issues real or false from a few years ago.
One of my fav balls I played was the callaway HEX chrome I think? The ball Phil won the open with..
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Sure was. Hex Chrome+ back in 2013 and I remember that because it was my first time trying them after his win.
[QUOTE=”JB, post: 10096707, member: 3″]
Sure was. Hex Chrome+ back in 2013 and I remember that because it was my first time trying them after his win.
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Exactly, yes the + ball. I remember exactly when and where and why I bought my first dozen of those. I was in Sandy, UT at UINTA Golf. I went specifically to buy them because I was a huge Phil fan and was excited for his win. You may also remember as part of the celebration they did a promotional sale. So they were a steal. I bought two dozen of their mustard yellow balls and was hooked. It was the only ball I played for about a year and half.
I enjoyed the article. I look forward to hearing and learning more about the Callaway golf balls, their production and their marketing. I will be looking forward to the Off Course on this,
That was a really informative article on Callaway’s success. A question I would be really curious about that I’d love for [USER=19461]@JasonFinleyCG[/USER] to answer if he can, is why the delay in putting Triple Track on the Supersoft if it’s one of their biggest movers? Feels like that would be a win win right there!
[QUOTE=”templeton80, post: 10096682, member: 53139″]
Most improved ball on the market and its not close. I am not even referencing issues real or false from a few years ago.
One of my fav balls I played was the callaway HEX chrome I think? The ball Phil won the open with..
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It’s funny, my favorite ball prior to CSX coming out was the Hex Black, when Ernie Els won the Open with it. That ball was a heck of a performer!
[QUOTE=”MWard, post: 10096955, member: 3474″]
That was a really informative article on Callaway’s success. A question I would be really curious about that I’d love for [USER=19461]@JasonFinleyCG[/USER] to answer if he can, is why the delay in putting Triple Track on the Supersoft if it’s one of their biggest movers? Feels like that would be a win win right there!
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Thats actually a good question and one I didn’t think of. Although with it in much of the lineup including ERC, it might be redundant.
I really need to dive into this one. SO many fun chats on THP today.
The Callaway golf ball story (or at least the little that I know) has been wild since Chrome Soft arrived.
[QUOTE=”templeton80, post: 10096716, member: 53139″]
Exactly, yes the + ball. I remember exactly when and where and why I bought my first dozen of those. I was in Sandy, UT at UINTA Golf. I went specifically to buy them because I was a huge Phil fan and was excited for his win. You may also remember as part of the celebration they did a promotional sale. So they were a steal. I bought two dozen of their mustard yellow balls and was hooked. It was the only ball I played for about a year and half.
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I found some of those at Academy on clearance back in 2015 and I really liked them!
Hey [USER=3]@JB[/USER]… what if we pay extra?
[I]you will not find Jason Finley wearing a lab coat surrounded by test tubes and creating new materials with fire and brimstone. [/I]
This was a really awesome read, I love these deep dives. It’s interesting to hear an honest answer about the balance of quality and marketing and it’s pretty clear that Callaway has the quality to back up their excellent marketing. I thought Rahms comments were about the best endorsement from a player I have seen to date in regards to equipment and seemed really genuine in how much the ball performance has helped him.
It’s interesting reading about the supersoft cult following as well. Of the non-tour balls I see those the most out on the course by far. I played a box earlier in the year and really liked them.
[QUOTE=”jvbart, post: 10097265, member: 52290″]
This was a really awesome read, I love these deep dives. It’s interesting to hear an honest answer about the balance of quality and marketing and it’s pretty clear that Callaway has the quality to back up their excellent marketing. I thought Rahms comments were about the best endorsement from a player I have seen to date in regards to equipment and seemed really genuine in how much the ball performance has helped him.
It’s interesting reading about the supersoft cult following as well. Of the non-tour balls I see those the most out on the course by far. I played a box earlier in the year and really liked them.
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I agree with that, I have seen SO many Supersofts in the wild…
[QUOTE=”Canadan, post: 10097267, member: 2320″]
I agree with that, I have seen SO many Supersofts in the wild…
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Just imagine all those that play the ProV1 because “it’s a ProV1” switching to a ball like the SuperSoft would probably help their game so much and save them a lot of money lol. Just go to the woods and one will see haha.
I don’t think enough can be said about how crazy their gamble was on Truvis. First, it was wildly different in a segment of golf that isn’t terribly tolerant of different… and continued to grow while many laughed.
Second, considering they lead with Chrome Soft at a discounted price by comparison to their competitors, they ran the risk of it looking gimmicky or cheap, and neither really became reality.
It’s fascinating how some gambles just flat out pay off.
I like that some of the talk around Rahm promotes this added confidence with their tour staff validating their tour ball.
It gives good reason for the price jump, AND supports the perspective that golfers should want it because the pros want it… specifically guys like Rahm who were not terribly quiet about the change being super positive on the ball side.
[QUOTE=”Canadan, post: 10097276, member: 2320″]
I don’t think enough can be said about how crazy their gamble was on Truvis. First, it was wildly different in a segment of golf that isn’t terribly tolerant of different… and continued to grow while many laughed.
Second, considering they lead with Chrome Soft at a discounted price by comparison to their competitors, they ran the risk of it looking gimmicky or cheap, and neither really became reality.
It’s fascinating how some gambles just flat out pay off.
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It very much was a gamble. Ironically enough one that even internally they were not sold on and then it took off and the company had to continue to add more capability for production.
[QUOTE=”JB, post: 10097151, member: 3″]
Thats actually a good question and one I didn’t think of. Although with it in much of the lineup including ERC, it might be redundant.
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It may be? But the people playing Supersoft may not be the same kind of buyer for ERC. Following that logic, why not put TruVis on other lines and see if that does anything? It’s a curiosity thing to me, and anything that still moves the product in acceptable numbers is a fair game discussion.
I’m not surprised by the Super Soft at all. It’s a solid ball that can fit a lot of people and I always have a couple in the bag for some reason. I loved the Hex Soft, Hex Control, and previous versions of the Chrome Soft. For some reason, I didn’t like the new CS as much as I did previous generations. It’s still a great ball, and I’ve got some of those Arnie’s coming, but I’ll buy previous ones when I see them on sale.
[QUOTE=”MWard, post: 10097324, member: 3474″]
It may be? But the people playing Supersoft may not be the same kind of buyer for ERC. Following that logic, why not put TruVis on other lines and see if that does anything? It’s a curiosity thing to me, and anything that still moves the product in acceptable numbers is a fair game discussion.
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I think in the end, it comes down to skus. There can only be so many in terms of shelf space at the same time getting enough golf balls made in each one.
[USER=3]@JB[/USER] this is a really well-written piece. Finley offers some cool insights on the growth, the investments, and then adding the personal touch of how well it sells at retirement communities. I feel like if you hit a bunch of those, you are going to see a good jump in share.
[QUOTE=”JB, post: 10097374, member: 3″]
I think in the end, it comes down to skus. There can only be so many in terms of shelf space at the same time getting enough golf balls made in each one.
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There is that too, and shelf space in retail stores is expensive.
How’s Superhot selling? Haha
[QUOTE=”ddec, post: 10097419, member: 782″]
[USER=3]@JB[/USER] this is a really well-written piece. Finley offers some cool insights on the growth, the investments, and then adding the personal touch of how well it sells at retirement communities. I feel like if you hit a bunch of those, you are going to see a good jump in share.
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And that was merely my example as I was at one. Based on my research and in the article it’s the number one ball in its class showing it doing well everywhere.
Good read. I am one of those that has transitioned almost exclusively to Callaway balls. I really enjoy the ERC Soft and even though I don’t live in a 55+ community yet, SuperSoft really works for me as well. I use that ball a lot from fall-winter and spring.
Great article. They have a great lineup in 2021. They have taken chances that have paid off. I would not be at all surprised if they take another leap in 2022 in terms of market share. Triple Track, Truvis, SuperSoft and ChromeSoft all have lots of fans and I see them on the course more and more.
[QUOTE=”oumagic, post: 10097779, member: 52535″]
Great article. They have a great lineup in 2021. They have taken chances that have paid off. I would not be at all surprised if they take another leap in 2022 in terms of market share. Triple Track, Truvis, SuperSoft and ChromeSoft all have lots of fans and I see them on the course more and more.
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And they are doing it at pricing that is similar/equal to Bridgestone and … Titleist. The performance shows and the marketing works to get the product into more bags. It doesn’t hurt that Truvis, Tripletrack, etc is a great concept with colors and branding that others are attempting to copy. They have launched more brands within the brand.
[QUOTE=”oumagic, post: 10097779, member: 52535″]
Great article. They have a great lineup in 2021. They have taken chances that have paid off. I would not be at all surprised if they take another leap in 2022 in terms of market share. Triple Track, Truvis, SuperSoft and ChromeSoft all have lots of fans and I see them on the course more and more.
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I was thinking they might leap into my golf bag as well.
[QUOTE=”Desmond, post: 10097789, member: 24109″]
And they are doing it at pricing that is similar/equal to Bridgestone and … Titleist. The performance shows and the marketing works to get the product into more bags. It doesn’t hurt that Truvis, Tripletrack, etc is a great concept with colors and branding that others are attempting to copy. They have launched more brands within the brand.
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Truvis really was a better and more modern logo ball. So many great courses started stocking them. My favorite, but I’m biased
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