Callaway 2010 Annual Report Download - page 6
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We never lay up. We’re for taking the big shots and talking
the big smack. We’re for “no guts, no glory” golf. Back-of-
the-cup putts that mean it. Teaching the pin a lesson. Letting
the big dog eat. And for those on-course golf babies who
don’t go for it, we believe in calling them out — mercilessly.
2010 ANNUAL REPORT
by the Callaway and Odyssey brands
recently combining to earn the most medals
on the annual Golf Digest “Hot List” for the
5th consecutive year.
Leading the way were the RAZR Hawk
and Diablo Octane Drivers, which feature
the groundbreaking new material Forged
Composite. Developed in collaboration
with world-renowned Italian supercar maker
Lamborghini, the advanced carbon fiber
material was unveiled at the 2010 Paris Auto
Show and the accolades just keep coming.
With it being lighter, stronger and more
precise than titanium, our R&D team is just
beginning to tap the potential for this state-
of-the-art material.
Further evidence of our superior equipment
came from the PGA Tour. Last year we had
one of the most incredible stretches in the
Company’s history. Our Tour Staff Profes-
sionals won two Major championships,
including Phil Mickelson’s win at the Masters
for his third Green Jacket. Between his amaz-
ing 6-iron between the trees on the 13th
hole and his emotional victory embrace with
his wife Amy, it was a triumph that created
indelible moments in golf history. Two months
later, Graeme McDowell conquered the
challenging conditions at Pebble Beach and
outlasted the field to capture the U.S. Open.
During one amazing portion of the season,
Callaway drivers were used by the PGA
tournament winner seven times in nine
weeks. Those results spawned a new
marketing campaign that has helped us
redefine ourselves with consumers.
“Winners Play Callaway” is a strong and
effective platform we think resonates with
golfers, and we have a solid long-term
plan for its use in future communications.
Despite the economic challenges, golfers
still hold our products in high regard, as we
are ranked #1 or #2 in market share in most
of the major equipment categories.
We want consumers to think of Callaway
as the authentic brand in golf. Bringing
auth entic innovation to the marketplace that
has genuine benefits to golfers will be a
point of emphasis in our communications
with consumers. We want players to
know Callaway is a company that designs
products for golfers, by golfers.
As we head into the heart of the 2011 golf
season, there are some positive signs in the
market that make us cautiously optimistic.
Our current products are being well-received.
Initial reports from our customers indicate
consumers once again appear willing to pay
a premium for the best and latest equipment.
We never lay up. We’re for taking the big shots and talking
the big smack. We’re for “no guts, no glory” golf. Back-of-
the-cup putts that mean it. Teaching the pin a lesson. Letting
the big dog eat. And for those on-course golf babies who
don’t go for it, we believe in calling them out — mercilessly.