Word: d2
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Dates: during 2000-2009
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Which explains the in-your-face marketing, designed to appeal to the tiger on every tee. After the release of its D2 ball last year, Top-Flite's market share inched up from 5.4% to 6.8% in May, the longest sustained growth it had seen in a while. That's still a dimple on the $763 million U.S. golf-ball market. "We weren't expecting a big bounce, but it beat our expectations, and it's the first step toward breaking the stigma that Top-Flite has had for the last 10 years," says Jeff Colton, senior vice president...
When Colton got hold of the Top-Flite portfolio, he was surprised to find a trove of technology patents that hadn't been fully exploited. Callaway discovered opportunity in one of them, dimple-in-dimple technology, which became the platform for the D2. As the name implies, it features a smaller dimple embedded inside a larger one. The result is a ball with an impressive aerodynamic flight and distance (never a problem with the Rock-Flites) that retains enough softness for spinning and respectable control around the greens. "It plays like a poor man's tour ball," says Colton...
After two years and nearly 100 prototypes, the D2 was finally perfected. But the biggest challenge was yet to come. Colton was convinced that the ball could fly, but Top-Flite had become so synonymous with clunky range balls that getting golfers to try the new D2s would be harder than getting a tee time at Pebble. So the marketing team came up with RFID, not to track inventory but as a clever intro: Rock-Flite Is Dead. Armed with balls stamped with these letters, Callaway approached players like John Freeman, head pro at Edgewood in Big Bend, Wis. "After...
...Activities like Ewok landscaping, LEGO building and droid races filled out the geek slate. Tom Jozwiak, 46, an engineer from Chicago, brought the R2-D2 he has been building for three years to race. "It's a hobby, a very time-consuming one," Jozwiak admits, in what is a frequent refrain among a culture of diehards with day jobs. The crowd was about 70% male, even more so in the droid builders group. But Nikki Miyamoto, a costume designer from L.A., brought the R2 she's been working on for two years, with brushed copper plates...
...hour Celebration Store fulfilled merchandising needs that could crop up at any hour of the day - like a Darth Vader zip-up hoodie for $40, a Star Wars Forever baseball cap for $15 or a limited edition (!) C-3P0 and R2-D2 action figure two-pack...