Word: golfed
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...freak up...permission to talk smack when others lay up ... Put hair on your game's chest." Not exactly the type of encouragement you'd expect to hear from caddies on exclusive golf courses. And that's exactly the point of Top-Flite's edgy new commercials. Anchored by wry ESPN personality Kenny Mayne, the segments are designed to get the competitive juices going and the fairways buzzing again about the struggling company's balls-- golf balls, to be a tad more specific...
...game's unwritten rules. "I'm talking first point, first set, Roger makes an unforced error, pump your fists and shout," says Courier. "Just to let him know you're there to win, not just to play close. Sometimes you have to rattle the cage." Like Tiger Woods in golf, Federer preys on his opponent's reverence for him. Perhaps it's no coincidence that the player who has had the most success against Federer, Nadal, is the purveyor of the flying fist-pump. Says seven-time Grand Slam champ Mats Wilander: "Be a bit of an a--hole...
...warm welcome. Mark Parsinen, who oversaw Kingsbarns, a successful public course near St. Andrews, said developers are mistaken if they think St. Andrews can be to golf what Aspen has become to skiing. "It is fascinating to watch how wealthy golfers willingly go downmarket in Scotland. It's something to do with the pilgrim mentality. Do they want friendly service and quality products while they are traveling? Of course. Do they want white-glove glitz? Not in great numbers," he said. The town is still scarred from the failure of two high-end properties--Drumoig Golf Centre and the Gateway...
Still, St. Andrews has become the focal point of a boom in extravagant American-financed developments in Scotland. Seven are in the works, including a $500 million development in Aberdeenshire by Donald Trump, who claims, with characteristic Trumpian restraint, that he will build "the best golf course in the world." He told TIME that his project is not a follower of this trend but rather its cause: "I think I've done a lot to help put Scotland...
Past failures don't scare Americans. They believe in location, and in golf, Scotland is it. You can understand why on late-summer evenings in St. Andrews. Often a white sheet of mist, known locally as haar, spreads over the Old Course from the North Sea, as if the spirits of the world's great golfers were tucking their cherished course into bed. Through the mist, golfers place white balls on tees as though lighting sacramental candles. Or is that Americans praying for a fat return on their grand investments...