Golf History Relived At The 2012 Zurich Classic with TaylorMade, Puma, Hugo Boss and Others
A company like TaylorMade Golf, is known more lately, for the flash and ‘wow’ factor in
their marketing. The company who gave us Rocketballz, (one of the more questionable
product line names in recent memory), and the first white headed lineup in the game, is used
to drawing attention to their players and their brand. Other companies like Cleveland and
Ping have also jumped on the buzz and marketing train but this week at the Zurich Classic,
TaylorMade Golf, the leaders in golf marketing innovation and brand image took a step
back.
In time that is. As part of a joint promotion celebrating the 100th anniversary of Zurich
Insurance Group, and the 100th anniversary of the births of golf legends like Ben Hogan, Sam
Snead and Byron Nelson, the companies teamed up to create a promotion unlike any other. In
a piece of throwback brilliance they, along with companies like Puma and Hugo Boss put
seven players in classic golf duds. Custom crafted baggy knickers, shirts and ties, along with
argyle socks, sweaters and driving caps. Dressed to the nines, the players teed it up for a
three-hole charity exhibition using vintage hickory shafted clubs.
The seven players taking part each received $1,000 for the charity of their choice, with an
additional $1,000 going to the winner. The players who participated were:
* Keegan Bradley
* Ben Crane
* Luke Donald
* Rickie Fowler
* Graeme McDowell
* Justin Rose
* Camilo Villegas
As an avid fan of the golden era of the game, and the history it is steeped in, I enjoy seeing
such a unique and vintage exhibition. The mix of modern players in old school clothing using
classic hickory shafted clubs is a great way to blend the eras. What better way to appreciate
the glory and tradition of the past while promoting the future of the game through some of
its brightest stars?
When was the last time you saw a player from today frozen at impact with a hickory shafted
club. It’s a beautiful image that makes me wonder how players today would have managed
back in the age of real ‘woods’. These players gave us a glimpse of what it might be like if
they had played in that era, with those tools. The exhibition resulted in a pair of co-winners,
with Ben Crane and Camilo Villegas each carding a 1-under par score in the 1912 inspired
shootout. They both donated their $2,000 winnings to charities of their choice. Granted
it was just an exhibition, but it was a look back at a more simple time, a time when the only
thing that mattered was the game. It was a refreshing time, one of joy and dedication to the
game itself. Thank you to Zurich, for the Zurich 100 Year Challenge and the other companies
for giving us a peak into that world and reminding us of what the game we all love used to be
and how far we’ve come.
Tim Good is a guest contributor to the 2nd Swing Golf Blog. You can read more from Tim on his own golf blog, Life From The Short Grass
Reference Links:
https://www.facebook.com/media/set/?
set=a.10150852655324665.473400.119500444664&type=1
http://www.zurichna.com/zna/media/news-releases/current-releases/100yearchallenge.htm
