Nike and Adidas have announced they are exiting the golf equipment business due to declining sales, leaving professionals like Tiger Woods needing new clubs. Golf participation in the US has decreased by 6 million since 2005. However, golf is expanding globally with growing interest in countries like Australia and among new demographics like women and children. The return of golf to the Olympics boosted the sport's exposure worldwide and international growth offers opportunities for golf's future success.

1. GOLF LEARNING HOW TO EXPAND
NIKE AND ADIDAS LEAVE GOLF
Presentation by
Connor Hanson

2. ARTICLE OVERVIEW
• An ESPN article released sport equipment giants Nike and
Adidas have officially announced they are exiting the golf club
business.
• Although both will remain in the golf footwear and clothing
markets, they will no longer make golf clubs, golf bags or golf
balls.
• Effective since August 3rd golf professionals such as Tiger
Woods, Rory Mcllroy and Michelle Wie must find new clubs to
play with.

3. ARTICLE OVERVIEW
• Golf must find a new way to appeal to different demographics so
they can attract new and revamped businesses.
• A declining number of golfers has provided a major problem for
equipment manufactures losing around 6 million golfers since
2005.
• Nike and Adidas have seen a decline in their sales which is why
they are leaving

4. WHY NIKE AND ADIDAS ARE LEAVING
As this chart suggests,
interest in golf has
been on the wane for
a while now
“businessinsider.com/n
ike”

5. GLOBALIZATION
• The process by which businesses or other organizations
develop international influence or start operating on an
international scale.
• Golf is a semi-international sport played mainly in North
America and the UK, but with its two biggest manufactures
leaving, it must find new ways to expand.
• Here are a few examples of how they are attempting to grow as
a business.

6. GOLF EXPANDING TO NEW AREAS
• There are 241 PGA TOUR golf members, all representing
different countries. Which is an American professional golf
league and most popular league world wide.
• There are a total of 86 international players from 24 countries.
• All of these professional Golfers have a fan base which can lead
to revenue through retail marketing, media coverage which not
only exposes the golfer but the brand of golf.
• This is an excellent way to capitalize on globalization and really
push these golfers to spread the love of the game to their home
countries.

7. GOLF EXPANDING TO NEW AREAS
• Golfs growth in the United States has been stagnant for years.
Not because of the games popularity but because of the
economy.
• Most of the up-and –coming stars are from outside of the United
States. Golf around the globe is inexpensive and plentiful. Golf
in Australia is booming because of the grass root game the play.
• In 1998, there were 56 Americans ranked in the top-100 in the
world and today there are 31.
• Just because golf in America is declining doesn’t mean it hurting
world wide, which is why golf has a huge opportunity to take its
focus on international grounds.

8. GLOBALIZING GOLF WITH THE OLYMPICS
• Just this August the 2016 Rio Olympics had taken place and
golf had successfully taking advantage of a huge global
marketing opportunity.
• A large amount of golfers will participate from all over world
along with getting world wide coverage, golf itself had an
opportunity to really shine.
• Because this hasn’t happened in over 100 years it gave the
sport a whole new stage to present itself and attract more
golfers world wide.

9. GLOBALIZING GOLF WITH THE OLYMPICS
• The sport of golf has received a huge boost in exposure by
featuring in the 2016 Rio Games making its return to the
Olympics after 112 years.
• In addition to the Olympic games the development of golf in Asia
and Europe has been growing and is now hitting the
demographic area of women and children.

10. GLOBALIZING GOLF WITH THE OLYMPICS
• Equipment manufactures, clothing companies, shoe companies
have all benefited from the dramatic growth the game has seen
since the Olympics have been played.
• However the golf community that makes the most money is the
course design companies which is also a good sign.
• Because of the revenue and popularity of golf in Rio it gives
course design companies the confidence to build more courses
around the globe.

11. ENDORSEMENTS AND ADVERTISMENTS
• Due to the fact that Nike and Adidas are leaving the sport of golf
it gives greater opportunity for other major retailors to succeed
and help grow the brand of golf.
• Companies such as Taylor Made and Titlist which are strictly
golf related now have less competition and more reason to
reach out to potential golf fans.
• A large part of company revenue through golf is from player
endorsements.

12. ADVERTISEMENTS AND ENDORSEMENTS
• For example Jordan Speith who is the number two golfer in the
world right now has signed a massive deal with Under Armor.
Which means at all times he is a representative for them.
• As a fan myself, because Jordan Speith wears Under Armor
apparel I am attracted to Under Armor accecories such as golf
shirts and hats provided by them.

13. A CHANGE IN DEMOGRAPHICS
• Demographics have long been the primary types of categories
used too measure and understand people.
• It can help us with understanding our social structure and how
people function within societies.
• In the past golf has been known to be played by middle aged
men, mainly because the sport is expensive and a “gentlemen's
game”.
• The numbers show that the percentage of other golfers than
middle aged men is growing increasingly.

14. A CHANGE IN DEMOGRAPHICS
• A golfer is defined as anyone who has played an 18-hole round
in the last 12 months.
• In 2005 a percentage of 13.3 % were female golfers. Since
then a study has shown that it has grown all the way up to 22.5
% which is a massive increase. “ www.statisticbrain.com/golf”
• These numbers prove that the game of golf has been doing a
good job of hitting different demographics.

15. QUESTIONS
1. With Nike and Adidas leaving golf, will other major
companies affiliated take advantage and market their
brands to be more profitable for them and the sport?
2. Will Nike and Adidas eventually regret leaving the
sport when they see it has made a major comeback,
which the numbers say they will?

16. QUESTIONS
3. Will other brand names take their business elsewhere because
of the exiting of Nike and Adidas?
4. What will be the biggest component to keep golf growing and
appealing toward new golfers?
5. How the did the Olympics in the Rio have such a big effect
nationally proving there is more potential for globalization?

17. WORKS CITED
• Harden, Seth. "Golf Player Demographic Statistics." Statistic
Brain. N.p., 31 Dec. 2015. Web. 19 Sept. 2016.
• Https://www.facebook.com/PGATour. "International Players on
TOUR in 2014-15." PGATour. N.p., n.d. Web. 19 Sept. 2016.
• "Nike Says It Will Stop Making Golf Equipment." ESPN.com.
N.p., n.d. Web. 19 Sept. 2016.