Case Study: Top Flite

Getting edgy to change brand perception.

Top Flite

Getting edgy to change brand perception.

Challenge

As new owners of the Top Flite brand, Dick’s Sporting Goods wanted to shake things up and go after the "grip it and rip it" crowd who valued distance above all else. But the brand had languished for years, andif their golf balls were remembered at all, it was often by their nickname: “Rock Flites.”

Breakthrough

Since we weren’t going after traditional golfers, we realized that we’d have to go beyond the bounds of traditional golf advertising. So we got a bit irreverent to match the spirit and attitude of our target golfers, knowing that meant we’d be stepping over the line with others.

Results

by target
audience

Backed by this new attitude, we created executions designed to grab our target by the eyeballs.

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