Drivers are sold through gimmicks. We changed that.

Titleist was the #1 seller in every golf product category except for drivers. Drivers are a matter of confidence, even hope: as a golfer, you never feel better about your game than when you step onto the tee box on the first hole. Most brands market their drivers on gimmicks - the one new incremental tech advance that’s going to help you hit the ball faster and further. But the new TS2 and TS3 drivers didn’t have gimmicks: they were new, designed from the ground up to simply be better, faster drivers. We used Titleist’s pedigree to sell the notion that with these driver, it wasn’t one thing that made them faster; it was every thing. And Titleist became #1 in driver sales with this launch.