Callaway Golf positions itself as a fashion brand

Marketing

Joe Thomas

January 21, 2009

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Callaway Golf positions itself as a fashion brand

LONDON - Sports brand Callaway Golf has launched a pan-European campaign to highlight the fashionable qualities of its products.

The campaign specifically promotes the release of four new Callaway Golf products: FT-iQ driver, X-Series irons, FT-9 driver and Diablo driver.

Shots for the new press, digital, outdoor and point-of-sale executions, by creative agency Nexus/H, were taken by fashion photographer Richard Foster. Foster has previously worked with luxury fashion brands such as Gucci, Alfred Dunhill and Mulberry.

Ads will appear in both national titles, such as Observer Sport Monthly, Daily Telegraph, and GQ, and specialist golfing titles.

The activity was overseen by Callaway's former European marketing director, Jeff Dodds, who last week took up the position of brand and marketing director at Virgin Media Television.

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