Even before Tiger Woods' slow-motion marketing coup resonated throughout Nike headquarters, another Masters victory of sorts was celebrated. The clubmaker had more players use its clubs that any other company.
For the first time in the company's brief history of making clubs, more players had used Nike irons than any other brand in a PGA Tour event. Kel Devlin, director of sports marketing for Nike Golf, was so moved he quickly changed his voicemail message. After the initial greeting, Devlin pauses to announce: "Nike Golf, the No. 1 iron at The Masters ..." Officially, Nike won the coveted Darrell Survey, an industry-recognized club count that allows Nike to spread the word in advertisements. How it was won, though, has competitors accusing Nike of guerrilla marketing for paying several past Masters champions $20,000 each to play its irons. [USA Today]
