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What the Hell Nike Sorcery is This?

BY Tony Covey
Nov 18th 2015
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Written By: Tony Covey

I see you Nike Golf.

We all see you. A pair of swoosh toes is hard to miss. So are pink hightops on the golf course. And a trio of blue drivers too for that matter.

Just what the hell is Nike Golf up to?

Man, do I have a theory for you.

Today’s rant is inspired by the latest example of what passes for a Nike Golf press release. Actually, Nike Golf doesn’t do press releases anymore. It shares product stories that read like actual articles.

Notwithstanding the fact that I shake an angry fist every time Nike Golf news drops without so much as a courtesy heads-up, it’s actually a clever and well-executed way to bring us all up to speed.

Nike’s stories are so well done, in fact, that if not for the inherent Nike Golf bias that comes with Nike Golf product stories produced by Nike Golf, guys like me might not even be necessary.

That’s right, the Nike Golf robots are on the verge of rendering my job obsolete. That’s fine, I could use a few days off. Ah, but once again, I digress.

A Press Release Buried in a Story

The Nike Golf story in question serves to let anyone who reads it know that Rory McIlroy will be wearing the company’s new Lunar Control 4 shoe (launching at retail 12/1) when he tees it up in Dubai. The headline offers the perfect segue to discuss all of that wonderful Nike technology that allows McIlroy to swing within himself.

I’m actually looking for a shoe that allows me to swing outside myself…more like McIlroy, for example.

Digression…again.

The Lunar Control 4 features several Nike innovations that were developed across a variety of sport platforms. Basically Nike soccer, football, running, basketball, etc. technology can also be Nike Golf technology.

In this case we’re talking about Flywire technology for lateral midfoot support, and a robust external heel counter [that] helps lock the foot in place through McIlroy’s swing (and presumably your swing too).

No shoe can contain my feet.

The Lunar Control 4 features a lightweight microfiber upper, an ergonomic tongue design, and in case you somehow missed it, is highlighted by a Swoosh logo on the vamp.

You don’t say.

I’m glad Nike pointed that out because I totally missed the Swoosh on McIlroy’s limited edition Lunar Control 3s. Wie’s Blazer high tops…the Swooshes on those (and all that pink) practically blend in with the scenery. Blue drivers, I doubt anyone will even notice the volt-colored Swooshes.

Sarcastic much? Yup. I’m told it’s an indicator of high intelligence.

Did nobody consult Tiger? This stuff wouldn’t fly in his day.

You’re Supposed to React

My theory? Nike golf wants you to react. These bold products, actually, you can call them bold statements, are, I believe, part of a new Nike Golf plan to combat, maybe even obliterate, indifference.

When you look at the new Nike products, you’re not supposed to slowly nod your head as if you’re reviewing the info on a bi-annual Titleist offering. You’re supposed to be affected.

This is not the golf business as usual.

Forget about mainstream. This is against the stream. You’re supposed to react to the new Nike Golf…and react you did.

“Ugliest clubs I’ve ever seen”

“The Nike offerings remind me of the last time my dog got ill.”

“I suspect, whoever project led & created this range of golf products were sent into the Nike Golf organization as part of a disruption strategy by a major competitor!”

Ooh…so close.

“Why did they even bother?”

“First red and then neon yellow, now this shade of blue, just make me want to puke on my shoes.”

And really, this is just a small sampling of your reactions.

By the way…it’s okay to puke on the Lunar Control 4, just try not to get any on the Swoosh.

What the Hell Nike Sorcery Is This?

This…blue and volt drivers, pink high tops, giant toe Swooshes, and I suspect, much, much more to come, is the beginning of Nike Golf finally executing its plan to be itself within the golf industry.

It’s an anti-establishment, rebellious, renegade approach. It’s Nike being Nike, not Nike trying to behave like you think a golf company is supposed to behave.

In one single word, it’s disruptive.

Will it Work?

It’s one thing to have a plan, it’s another to succeed, and all cards on the table, Nike hasn’t succeeded much in golf beyond apparel and footwear…maybe that’s enough.

Regardless, this looks like an ideological shift from golf is different so we have to be different to golf is different, but so what, we’re Nike.

Frankly, I like what I see (and it’s fine if I’m the only one). The industry is stale. The game is attracting very few new players. Golf needs new blood. It needs to be fun and interesting, and for that to happen convention and tradition need to be cast aside.

Golf needs to be disrupted. Maybe Nike is the brand to do that.

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Tony Covey

Tony is the Editor of MyGolfSpy where his job is to bring fresh and innovative content to the site. In addition to his editorial responsibilities, he was instrumental in developing MyGolfSpy's data-driven testing methodologies and continues to sift through our data to find the insights that can help improve your game. Tony believes that golfers deserve to know what's real and what's not, and that means MyGolfSpy's equipment coverage must extend beyond the so-called facts as dictated by the same companies that created them. Most of all Tony believes in performance over hype and #PowerToThePlayer.

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JD

8 years ago

I dont get the “Nike is copying Puma” “Mike is trying to be too BOLD””There shoes suck”. There shoes are decent. I find they perform well but the sizing is all over the map based on model. Color isnt a new thing, every shoe company EVERY shoe company is introducing bold colors. Ecco, FJ, Adidas, Ashworth, NB of course Puma. I could understand more if people would just say hey I dont like the big swoosh, but the product itself despite looks may perform really well. I have worked in the business for years and I can say ALL Apparel has trends and it moves up and down. If you don’t like it don’t buy it, go by your Ashworth Cardiffs and have fun with that, I don;t know anyone who cares about what other people wear on the golf course.

Bill Board

8 years ago

In not too distant the future, Michelle Wei and Roy Boy will be reminiscing with their children about their careers as professional golfers. As they noodle their gadgets and scroll through countless numbers of selfies and occasional PR photos and hear their children making fun of them and the clothes they wore int the past, they will smile knowingly as they think to themselves ‘I can’t believe how much money they paid me for wearing all of that cheap, ugly stuff. . .’

And that very same day in the not too distant future a present day hip, fashion-statement conscious Michelle Wei and a young gun Roy Boy wannabe, will also be noodling their gadgets as they share the countless numbers of selfies they took of their lives with their children, and when they come to the photo of themselves looking like an old, dated corporate billboard, they will think to themselves, ‘I can’t believe how much money I paid Nike for the privilege of being a living billboard for them. . . boy was I dumb as all hell!’

billm311

8 years ago

I personally do like the Nike line. The clothing is obviously great. Allows me to play comfortably in any weather condition. If you haven’t tried their RZN balls, you really need to. I struggled to find a perfect ball for my game – RZN black is about as good as it gets for high speed, high spin players that want spin control, distance, and solid feel on the green. Better than prov1x in my opinion.

The shoes are a great idea. Practice how you play, play how you train. Not a new concept. New balance has a line of turf trainers that match their baseball cleats so you can have the same feel at the gym, at practice, and on game day. The nike lunar controls use that same theory. I wear lunar controls to the gym, I wear sneakers at the range, so why not wear the same sneakers, with spikes, when I play golf?

I wanted the vapor irons to be better. I really like the older forged pro combo models from Tiger days . Maybe the next evolution will work better for me. However, with the right shaft, the Covert and Vapor drivers and woods are great clubs for high ball strikers. Not for everyone, but great for some. The new colors are a little extreme, but I can’t wait to try the new flex, and see if it performs.

Props to Nike, Puma, and Under Armour for appealing to the younger athlete.

Bullwinkle Moose

8 years ago

Nike made a few nearly great products, including but not limited to my Covert 2.0 Forged, which are the best Irons I’ve ever hit (for me and my swing). Then they ran away from that to the Vapor Irons which were like swinging a stick with a can on the end, they were easily 15 yards shorter on every iron in a Nike Simulator. The new iron seem weak too, go figure. Like most Nike Shoes, golf and otherwise, but wait on close-outs. Shirts stay together and hold color better than most brands. Go back to the Covert Design Nike, it was a winner!

Daniel Bucek

8 years ago

To many choices, for to much money to only gain a couple of yards with a new club. Things are going to change…just look at all the great deals on new clubs not even a year old. Callaway has a Black Friday deal for XR Fairway Woods & Hybirds, buy one get one free, mix and match…! They are the best in the game…..

James

8 years ago

News flash to all you older, aged, or experienced guys, a wave is coming. New younger players are interested in golf and we buy equipment too. I understand if it’s not for you but my generation does like to stand out and be different. I love what Nike and Cobra are doing and personally I play all Nike because of their bold and different look. Every time you tell me to stop posing when I’m simply having fun, tell me how stupid I look with my flat billed hat, or tell me I don’t look like I belong because I refuse to be as stuck up and traditional as you; I think to myself, you are what’s wrong with golf. You are the reason slow growth in golf, not Nike.

Tim B

8 years ago

Great. You can look different. Just don’t stand next to the other guys that bought the same clothes, shoes and equipment. Then everyone will know how one of a kind you are.

Dwayne

8 years ago

Ok young guy, if you buy those shoes because they do what good golf shoes are supposed to do, provide traction, stability, comfort, etc. then great, but if the functionality isn’t there and you buy them because of the swooshes, then oh well.

I get the functionality I need from my shoes that don’t happen to have swooshes on them. I don’t need my shoes to stand out, the sound when my driver meets the yellow Z-star sitting on that tee makes me stand out. Even if someone like you thinks I am old. The ball has no idea.

Yeah, some of us are dogging those shoes, but really, we don’t give a damn. We are all about playing good golf, performing at the highest level we can and having a blast doing it. You can wear pink pumps if you want, just don’t walk on the greens.

James

8 years ago

That’s exactly my point, you should wear what makes you comfortable because you’re right the golf ball doesn’t know the difference. However you’re not the one being made uncomfortable in the first place. I could care less what you wear or what you play. As long as it works for you then that’s all that matters. So why is there so much hate on those of us who like new innovative looks? I have never slipped out of my nikes, they perform great for me and are comfortable to me, but because they’re a little bold, I can’t play in your foresome?

Kenny B

8 years ago

You can play in my foursome anytime, but I can still laugh.

James

8 years ago

Lol I can handle jokes and laughter, as long as we can get a round in together we’re all good.

James T.

8 years ago

You can wear anything you want to but you won’t be taken seriously until your handicap is under 5.

dwayne

8 years ago

Of course we could in the same foursome, I will needle you about your shoes and you can dog me about my beer gut.

Ed

8 years ago

I’m also part of the younger generation golfers. Won a couple of amateur tournaments, competed with some baby boomers myself. I’m not a flat bill hat kinda guy but I wear what I wana wear to make me feel fashionable and confident when I play. If I were to wear over sized unflattering polo shirts and pleated chinos I don’t think I would have liked the game enough put in the amount of time and practice. I couldn’t care less what the old guys think about my lunar controls, it’s comfy and I have no foot pain after my round.I have the game that backs up a lil bit of neon green in my clothing. So to those baby boomers with all the hate , does the displeasure come from getting out driven by 50-80 yards and then watchin us stick a wedge close for a birdie or is it for a lil bit of tour yellow on the golf ball?

Jon

8 years ago

Yeah…certainly screams “we’re bold!”, “we’re innovative”, “we’re disruptive!”. It’s just that it’s…wack. Not interested in Nike at all…

Kenny

8 years ago

Obviously they want to attract the young golfer. The problem with that thought is that young people are not playing golf, and I don’t think “bold” new products are going to change that fact. I suspect these products will fail. If you really want to sell stuff, make it so old guys, like me, will buy it,.

John K

8 years ago

Agreed Kenny…except lets call us aged like they do wines….LOL

Dwayne

8 years ago

We aren’t old Kenny, we are experienced, and we have class, so we won’t buy shoes with silly swooshes on them.

drisky

8 years ago

Reminds me of Cobra golf a few years ago. I remember thinking to myself that all the colors and splashy styles were ‘way out there’ for me. I’m no industry analyst, but some might argue that this has indeed worked for Cobra/Puma. They’ve struck out and differentiated themselves and their brand, possibly carving out their own devoted niche of followers.

It’s certainly worked on me. In recent years, I’ve made it a point to try out both Cobra and Nike gear. Said to myself, “Let’s see what all this flash is about.” Although other clubs have worked better for me in fitting, at least I picked them up and tried them out. That’s the point right?

Time will tell if this will work for Nike. Their equipment might not be industry leading, but as long as they continue to improve (imo, they are), Nike might find themselves a devoted group of buyers and a long term seat at the table.

And as a matter of personal preference, I’m a big fan of Nike’s golf apparel. They’re an apparel company first and it translates well into their golf line. The materials, fit, and style are always top of the class.

Mlecuni

8 years ago

The logo isn’t big enough, and it should be darker to match the colors better.

Eron

8 years ago

Ah they remind me of the Nike mercurial futbol or soccer cleats, that were big I think back in the euros 2012. Not bad colors but I’m not a big fan of the swoosh at the toes.

Kenny B

8 years ago

The swoosh is an “in your face” design that will not sell. 89% of golf shoes are purchased by golfers over the age of 40 (I made this up, so prove me wrong). I see younger golfers out on the course just wearing sneakers because that’s what they have and don’t want to spend the money on golf shoes. The older golfers will not buy these; if I see someone wearing on the course wearing a show like this with a BIG swoosh, I am going to laugh and so will most people out there.

Ivy

8 years ago

Really? You’d laugh at someone because of their shoe selection. I don’t know, a lot of “old guys” like the younger looking style. I mean, even foot joy is moving away from the classic icon… Maybe the truth is, this more athletic style sells the same quantity (if not more) and is probably cheaper to make than the old school classic golf shoe.

Go try a pair on, then judge.

Kenny B

8 years ago

I would laugh at them if they wore these golf shoes!

I’ve never worn old classic golf shoes; only athletic styles until I started wearing True Linkswear. I did not exclude athletic style golf shoes from my statement, and I still stick to it. Except for the young guys that play on golf teams, most young people who play golf don’t buy golf shoes. They play in whatever they have that is comfortable because golf shoes are expensive for a limited use shoe. Most older golfers buy golf shoes because they can afford to and they play a lot.

John V

8 years ago

I have to agree with most of the old farts saying these iteration of Rory’s shoes are ugly. IMO they look great but the big swoosh ruins it for me. I love last year’s lunar control though.

There is one pair of shoes that I don’t think I will ever wear and that’s True Linkswear. I’m sure they’re comfortable, but so are other premium shoes. To me, they just look like the equivalent of Crocs for golfers. By the way I don’t like Crocs for anyone who isn’t a toddler or a line chef or nurse who are on their feet for an 18 hour shift. With that said if I see someone wearing them on the course I don’t laugh at them and I don’t assume they can’t play. I just assume they like being super comfortable at the expense of looking good. And after I’m done vomiting in my mouth at the sight of meter maid shoes with soft spikes on them, I swallow the vomit and then tee up my ball because who am I to judge right?

Gil Bloomer

8 years ago

Never cared for Nike products. I don’t like paying for overpriced goods, but that’s just me.

Erik Newman

8 years ago

I found Nike clubs on the cheaper side of brands. Apparel on the other hand is the complete opposite but it’s like that for their apparel throughout the board.

Ryan Holcomb

8 years ago

Nike will dump Tiger not because he can’t play, but because he is old and dated looking. David Beckham and Miley Cyrus looking pro golfers are coming…

MyGolf Spy

8 years ago

Are you referring to a more edgy, less refined style? Or culturally contemporary?

Ryan Holcomb

8 years ago

A few teenagers will define how pros look and act and then those pros will define what a generation does.

It’s like when an ad agency or fashion media studies style trends. Typically trends start with some outlier teens. Then marketing groups pick up on that and tell their sponsored athletes, musicians or celebs this is what will be cool. Then the look spreads a year or two later. Once in a while you get an Allen Iverson who does it on their own, but more often the handlers tell the celeb what’s up.

Ryan Holcomb

8 years ago

Just my complete guess.

SouthBayZ

8 years ago

David Beckham is older than Tiger Woods…

MyGolf Spy

8 years ago

I don’t think you’re that far off, after all that is how our culture evolves. The question is do you think that it will be harmful to the golf industry from your perspective?

Ryan Holcomb

8 years ago

Golf needs to evolve. It’s not growing right now and companies want to grow so it would seem the two go hand in hand. Let the companies push R&D more, so we get better products and less quick fix guru gadgets that proclaim to fix your stroke because the game is so hard. I think people would have more fun with a driver or ball that was straighter than spending years trying learn to hit it straight by purchasing a bunch of quick fix lesson gadgets under the current usga restrictive equipment.
I think the PGA should part ways with the USGA. I’m not a fan of the USGA and R&A. I am a fan of the PGA and find it strange that the PGA relies on a third party to create rules. The NFL, NBA etc make their own rules. I also think the USGA does not do nearly enough to grow the game and bring in more youth. Actually, I think their effort is pitiful.

James T.

8 years ago

Well, Miley Cyrus will not need a lot of apparel.

James

8 years ago

Tony, it is obvious what Nike is trying to do. They are trying to copy Puma. Bold colors, trying to appeal to a younger generation than the traditionally Mid Age golfer…

Scratch

8 years ago

A swoosh that takes up half the product..makes the product ..”looks cheap” .. a small tight sharp swoosh about an inch long somewhere ..maybe even on inner ankle side would give it a kool/hip flair to the product..let the shoe sell itself ..some of their latest designs.. take away the swoosh and they look like trash..C’mon guys your better than that ..like some of your shirts with the tiny swoosh ..that’s classy .. ..you don’t see James Bond with a Huge “007” across his suit jacket..no ..alls you see is a class act

Chad Mardesen

8 years ago

Very well written piece.

TonyG

8 years ago

I was in the golf business a long time and now manufacturing. A launch like this is generally coincided with massive giveaways to colleges, high schools and charitable programs. In an attempt to appeal to a new generation of consumers. I have not heard any of this chatter.

My guess is that this launch is a combination of mid-life crisis, trying to appeal to a hot young fantasy and the legalization of pot in many states.

The Club Nut

8 years ago

I lol’d. Agreed tho.

McaseyM

8 years ago

A mass donation to charities would be nice, even if it is a little funky. I spent HOURS filling out their very intrusive and extensive donation request for a charity golf tourney, when it was just for a few generic t-shirts and duffel bags (no golf related items even available to ask for), and got rejected, so that would be a nice little diddy.

Dwayne

8 years ago

Those swooshes are really swing aids, going back rotate your lead shoulder to the swoosh on your trail foot, then going through rotate your trail shoulder to the swoosh on your lead foot.

This will be a big help to new, young, hip golfers who can then get back in the golf cart and text on their phones until they get to their ball to play their next shot.

David W

8 years ago

That’s too funny!!

Justin Blair

8 years ago

For a second, I thought this was going to be a story about the Insane Clown Posse being sponsored by Nike Golf… at first glance the shoes in the promo pic looked like that Violent J guy to me…

mcavoy

8 years ago

oh man, that is too funny!

Eric Kelso

8 years ago

Nike is drowning in the Golf World.

MyGolf Spy

8 years ago

What makes you say that? Some think Nike is too big to fail.

mcavoy

8 years ago

Its like a cry for attention (or help). They’re saying “LOOK AT ME” because no one wants to.

Christian

8 years ago

You’re absolutely correct. They should do like Cleveland and Wilson – slowly fade away in silence.

Ldelfi

8 years ago

mcavoy,
Nike owns more than 30% of the golf apparel business in men’s and roughly a quarter of the business in women’s. The next closest competitor is roughly 8% and less than 3%. Yes, I’m and industry person. Nobody wants to look at Nike? You have no clue what you are talking about.

mcavoy

8 years ago

Yes Nike is a huge global sports business. And if you look at total revenues (all golf related sales) then Nike is a big player. In fairness here this is a thread about the shoe and that’s apparel related and my comment was more directed at the new equipment line. However in the equipment side of things Nike is nothing more than another player in a sea of them. They have moved on from the Victory Red line and look which I think could be classified as being somewhat progressive while still striving to retain something of a classic look. This new look is……well lets just give it some time to see how it plays out. The comments on it that I’ve seen (and not just here) are overwhelmingly negative. There are some that like it and that’s fine. Heck even over at GolfWRX its not being well received. Again not sure what they are trying to accomplish with this. I have nothing against NIke per se. I own quite a bit of their golf clothing and I’ve tried their shoes and found them to be just ok. The RZN balls from last year were IMO a big improvement over the previous generation. But if they are trying to improve their market share on the equipment side of things I’m not sure this is the way to go. So you may be an industry insider and I’m an outsider but I can tell you this: I don’t play golf at only one course. And I look at what people are playing. And I can tell you what they aren’t playing – Nike. It is very, very rate to see a bag w/any Nike clubs in them, much less a full bag.

Eric Kelso

8 years ago

As a whole sure. Way too big.
I say this based on the past couple years product sales, along with the amount of people playing it…
I’d love to be wrong. I want every company to be a competitive force.

Chad Mardesen

8 years ago

Eric, is being one of like 3 profitable companies in golf drowning? $1 billion in sales, drowning?

Meanwhile TM lost $100 million last year and is on track to lost $110-125 million this year and lay off 15% of their workforce.

Ldelfi

8 years ago

Chad.,
Agree with you. Add that TM is up for sale. Adidas can’t dump it fast enough. Management led by greed and no sense of responsibility. They flooded the market with so many new products retailers choked on it. Consumers lost track of what was new and what was not. More than 80% of sales of drivers in a given season was off-price. That is not the way to be an industry leader. The model was not sustainable for any party involved and now they are paying the price. Enjoying the show right now.

Eric Kelso

8 years ago

Based solely on hard goods?

Chad Mardesen

8 years ago

Based on all products. Hard goods rarely make money for any company. Not unlike Titleist, without the golf ball they would lose tons of money, Nike does well in apparel and footwear. You have to look at the whole mix. TM includes Adidas golf and Adams.

Eric Kelso

8 years ago

I personally think we see the Nike (Golf Clubs) disappear like companies such as Adams… Tiger was keeping them on the radar. Rory and Wie are really all they have…

Chad Mardesen

8 years ago

They have a pretty good Tour staff, but I agree, companies may start dumping hard goods. Few make money with them…but we might just see a shift in business practices, too.

Jason Kanis

8 years ago

Nicely written. Smart theory.

Jeff

8 years ago

Well said ! I’m sure this will work with the juniors who will grow into adults one day so maybe that’s the goal ? They tried getting in with the established mainstream customer but didn’t really make much headway. Not a bad idea but will take a long time to bear fruit imo

David W

8 years ago

You nailed it. As kids go after Nike golf products they will grow into adults and be Nike users for years to come.

mcavoy

8 years ago

“It’s one thing to have a plan, it’s another to succeed”. As Mike Tyson is once famously to have remarked, “everybody has a plan, till they get hit”. Let’s see how the buying public reacts at the cash register.

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