Amped up: The relaunch of Cobra
Monday, May 13, 2013
Twenty months ago, Puma had just finished acquiring Cobra and was plenty busy digesting its hefty deal. Now, it’s go time.
“It’s not just a tweet from Rickie Fowler,” said Bob Philion, the company’s president, referring to his star endorser’s popular phrase. “It applies to the company as well. We’ve been shifting out of post-acquisition integration and into business development.”
That transition was evident at the recent PGA Merchandise Show, where the company essentially relaunched the Cobra brand with an array of products, including AMP metalwoods and irons, and reincarnations of Cobra staples such as the Baffler hybrid and Trusty Rusty wedges. Almost all of the products display a flare of color, most notably the neon-orange AMP clubs.
Likewise, Puma is unveiling several new apparel collections as well as sporty, distinctive shoes such as Super Cell Fusion Ice, which will be worn by Fowler. He has put the Cobra clubs in play.
The bright colors, user-friendly products and stylish staff players, including Lexi Thompson and Ian Poulter (Cobra clubs, Puma footwear and belts), all underscore the company’s commitment to making the game more enjoyable and diverse, according to Philion.
“Golf has had a tendency to push people away, but our message is one that the industry is rallying around, too,” he said. “Having more fun and becoming more inclusive is where golf is heading, and we feel like we’re perfectly positioned with both of our brands in that regard.”