On the Links with Holofiber
Callaway Introduces New Line of Golf Shoes
James Gorman, EVP and Chief Marketing Officer of Callaway Golf
Footwear, feels Holofiber has already shown that athletes who
have used apparel made with Holofiber have had faster recoveries.
"That means a lot even if it is not always easy to prove.
If you feel it and believe it, you will probably see ways where
this will improve performance, allow you to train longer, and
to recover faster."
"We believe," continued Gorman, "there is enough
evidence to show that Holofiber works. If it can be successful
in the hospital with patients having diabetes and if you can
improve blood flow in hands and feet, it is logical to assume
that there will be benefits to having Holofiber in the linings
of our shoes. It adds a benefit both physically and psychologically.
For golf, it's certainly going to provide the player more out-of-the
box comfort for the four hours its takes to play 18 holes."
Callaway Golf Footwear is introducing its E.R.C. Black Label
Collection, with Holofiber, this month at the PGA Merchandise
Show in Orlando. These shoes are being marketed to the high-end
golf retail community through direct sales, catalogues and other
marketing collateral. For the consumer, they will market it
on the website, in store point-of-sale and through an "in
box" mini catalogue.
Gorman continued, "While technology is assumed, communicating
that requires creativity.
We are working with Holofiber on ways to develop marketing in
athletic and golf applications. But it works, and while we may
be a pioneer, we will give it a shot."
For more information, visit www.callawaygolf.com.
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