OT - Ben Hogan Golf Returns (again)

[David_Tepper]

The golf brand that wouldn't die:

https://mygolfspy.com/news-opinion/ben-hogan-golf-is-back-again/?utm_source=Sailthru&utm_medium=email&utm_campaign=10/18/23%20-%20TM/RB%2C%20White%20Box%2C%20Hogan%2C%20adidas%2C%20Maxfli%20deal&utm_term=Active%20Newsletter%20List

[John Blain]

I worked for the Hogan company from 1986-1994. The "real" Ben Hogan Company has been dead for a very long time. Licensing a name is much different than actually bringing back a brand.

[Charlie Goerges]

I find this interesting. I've typically looked a little down on these types of licensing things, but I'll bet there are a lot I don't even know about. I wonder if folks could make the rest of us aware of other licensing or rebadging or white labelling that you know about?


As one old-fashioned example I know back in the late 19th and early 20th centuries, larger retailers often paid to put their name on other companies' products. Like Keen Kutter hardware rebadged Stanley handplanes and other tools. (so it's not only a new phenomenon, although a bit different to the exact sort of thing that is being done here.)

[Keith Williams]

Charlie,


Another former prominent name in the golf club industry, Tommy Armour, experienced a similar unceremonious fall.  Like many so many other golfers in the 1990's, I played the 845s irons for years.  They were a huge success that was never replicated as the brand went through mulitple sales, including being owned at various times by a snowboard company, a bmx bike company and a big-box sports retailer that later went bankrupt.


https://mygolfspy.com/news-opinion/the-story-of-an-icon-the-tommy-armour-845s/ gives a good report on the rollercoaster history.


-Keith

[David_Tepper]

I started a thread a couple years ago about all the prominent names in the golf equipment business that had come and gone over the years. Some are out of the golf business completely. Others have been reduced to having their names on starter golf sets in general sporting goods stores. The list was longer than you might think.