Creative Product Positioning Brings Some Fun to Serious Technology
BEAVERTON, Ore. (September 25, 2006) – Nike Golf’s research and development team has created a new golf ball that is so powerful and explosive, a ball so certain to energize golfers to "juice it", that there was only one name for the ball that made sense – Juice 312.
Designed and developed by Nike Golf’s Director of Ball Creation Rock Ishii, and his exceptionally brilliant team of engineers, the new Nike Juice ball is a seriously powerful golf ball that will be introduced to the marketplace on November 1, 2006. As the ball’s creative and unique packaging points out, the Juice provides ginormous and hugantic distance, and is an important remedy for those golfers who are in need of confidence on the golf course. In fact, because of the Nike Juice ball’s unique maximum length formula, Nike Golf has been compelled to remind golfers on the packaging that it’s totally legal.
"Our golf ball genius Rock Ishii and his team have created yet another outstanding product for Nike Golf," said Stan Grissinger, Category Business Director for Clubs and Balls for Nike Golf. "With the introduction of the Juice, we wanted the power and distance attributes of this ball to stand out in a creative and unique way. As such, we’re letting golfers know they can benefit from Nike Golf’s serious innovative technology while, at the same time, having some fun with the creativity of the product positioning."
Nike Golf lets consumers know that Juice is a sign of hope for those who have battled psychological challenges due to "flat" ball flight, minimum distance and the endless search for perfect contact. The Juice provides dramatic improvements. The packaging goes on with other tongue in cheek warnings, such as: while the flight and trajectory of the Juice ball are extraordinary, this does not give the player the ability to fly. As always, Nike Golf recommends that golf be played responsibly. The Juice is not available in chewable form.
For best results, the Juice ball compliments low to mid swing speeds. The two-piece Juice features a low dimple count of 312, representing an all-time low dimple count of any Nike Golf ball. Its low dimple count and high velocity core all combine to maximize carry, increase hang time and minimize drag, translating to greater distance.
With its new 2-piece technology, the Shore D 65 cover provides extra energy to overall ball velocity but still maintains adequate spin off the irons. The high velocity, low compression core increases ball speed, yet reduces spin off the driver.
To remind golfers to "juice it," the Juice 312 ball features a boldface stamp design that is accompanied by the Nike Swoosh. The Juice 312 will carry a suggested retail price of $28.00 per dozen and will be available on November 1, 2006, in golf shops nationwide.
To capture a sneak preview of the unique testing of the Juice ball by members of the Nike Golf ball team, and for a closer look at Nike Golf’s positioning of this new product, log on to: www.nikegolf.com/juiceball
Located in Beaverton, Oregon, Nike Golf designs and markets golf equipment, apparel, balls, footwear, bags and accessories worldwide. Nike Golf is passionately dedicated to honoring and respecting the traditions and heritage of the game, and to providing committed golfers with the absolute best equipment in the game. In 2006, Nike Golf’s PGA Tour Staff has accumulated 13 PGA tour victories and 60 top-10 finishes, as well as one victory on the Nationwide Tour and five additional international wins. For more information on Nike Golf, visit our Web site at www.nikegolf.com. Editors and journalists in the U.S. seeking editorial information and downloadable images, visit www.nikegolf.com/presscenter. For international journalists, please contact Nike Golf’s public relations representative in respective countries for information.
Contact:
Beth Gast – Nike Golf
(503) 532-8852
Beth.Gast@nike.com
