Callaway 2008 Annual Report Download - page 5

to structure their
golf operations.
It’s also important
to remember that
in an uncertain
economy, well-known
and trusted brands
like ours are given
priority by retailers
over tertiary brands
because of the proven quality of product and the
customer service we offer.
We ended 2008 as either the No. 1 or No. 2 brand
in almost every equipment category. Our irons
have been No. 1 in the U.S. every year since 1997.
Odyssey maintained its position as the #1 Putter
in Golf. And the breakthrough Tour i Series Golf
Balls helped make Callaway the fastest growing
golf ball brand across the world’s major pro tours
in 2008.
In fact, it was another banner year for our
Tour Staff Professionals. Phil Mickelson won
the Northern Trust Open and the Crowne Plaza
Invitational, and Ernie Els earned his first title on
the PGA Tour since 2004 at the Honda Classic.
But the most memorable moments came from
a man who riveted the golf world by battling
the No. 1 player through 19 holes of a Monday
playoff at the U.S. Open. Rocco Mediate may not
have won the championship, but he won hearts
everywhere with his determination, his smile and
his easy-going demeanor. The entire Callaway
family could not have been more proud.
While we already feel we have the most complete
Tour staff in the industry, when a unique opportu-
nity comes along to make it even stronger we’re
going to take advantage of it. So, earlier this year
we added another well-known professional to
our staff — Stuart Appleby. The respected Aussie
is an 8-time winner on the PGA Tour and we look
forward to seeing him
pick up more wins
as a member of the
Callaway family.
In our continuing
efforts to reach
beyond the tradition-
al golf market, we
signed musician/
actor Justin Timberlake to endorse and play our
equipment. He is an avid golfer, who, like most of
us, is committed to playing a better game. And
as an “A-list” celebrity with legions of loyal fans,
his devotion to and love of the game could very
well serve as a catalyst for those fans to take up
golf and embrace the golfing lifestyle.
Last year also marked the end of an era. For a long
time, Annika Sorenstam was the most important
face to represent Callaway Golf, aside from Ely
Callaway himself. And while she has decided to
step away from competitive golf to start a new
chapter in her life, we know that the game will
remain a huge part of her life. We have no doubt
that she will be just as successful in her future
endeavors as she was on Tour. We look forward to
supporting her in her new efforts, and we thank
her for her dedication and loyalty. She’ll always
be an inspiration for us and we are a better
Company for having been associated with her.
Annika joins the ranks of our global icons, players
whose international influence extends far beyond
the golf course. Arnold Palmer, Gary Player and
Johnny Miller are known the world over and help
carry the Callaway Golf banner to the four corners
of the Earth, proudly and with goodwill.
Our Tour pros are one of the many avenues we
are using to continue making Callaway Golf a
global Company. While we already sell products
in over 110 countries, many markets represent
Rocco Mediate Annika Sorenstam