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A Publication of the National Golf Foundation

Questions, Answers and Insights for Everyone in the Business of Golf

NGF TOP 100 BUSINESSES IN GOLF

Cobra/Puma

Category

Corporate Headquarters

Carlsbad, California

Website

Key Employees

Bob Philion – President, Puma North America and COBRA PUMA GOLF
Eric Logan – Chief Operating Officer
Dan Ladd – Senior Vice President, Sales & Marketing
Tom Olsavsky – Vice President, Research & Development
Jose Miraflor – Vice President, Marketing
Trevor Carter – Vice President, International

Profile

Cobra Puma Golf is a leading manufacturer of innovative, game-changing golf equipment, along with stylish, high-performance golf apparel, footwear and accessories.

Cobra Golf was founded in 1973 and is a subsidiary of the German sports lifestyle brand Puma, part of the French holding company Kering. Cobra has become recognized for delivering golf equipment for every level of player, from forgiving woods and irons for the casual player to tour tested equipment that help golfers perform at the highest level of the game. Cobra pioneered the popular Baffler fairway wood technology, which features two rails on the bottom of the face that helps guide the club through the turf for more consistent contact.

Puma Golf, was founded in 2005 and excels in sport & lifestyle positioning, fusing technology with industry-leading fashion, delivering product which help golfers ‘Look Better. Feel Better. Play Better.’

Athletic endorsements have played a key role in the brand’s rise in the sport, most notably with Rickie Fowler, Lexi Thompson, and Bryson DeChambeau. All are among the most popular up-and-coming players in the sport with unique marketing appeal, while Cobra also has a long-standing partnership with Hall of Famer Greg Norman.

Greg Norman talks with Cobra’s VP of R&D Tom Olsavsky.

Fowler has ushered in a new generation of young players on tour with his flashy style of play and colorful, on-trend apparel, while DeChambeau is one of the most unique players on tour, pioneering his own equipment approach that utilizes irons that are uniform in length. Cobra has capitalized on this new thinking with its F7 ONE Length club line and most recent F8 ONE Length irons.

Cobra’s innovation also extends to its partnership with Arccos, providing a GPS shot-tracking system embedded directly into the grip of its clubs through its Cobra Connect initiative. Recently the brand introduced its first complete set of Smart Golf Clubs with Cobra Connect available each club in the F8 line up.

“Golfers’ appetite for data is certainly growing as more and more attention on tour is paid to player statistics,” says Tom Olsavsky, VP of Research & Development for Cobra Golf. “Creating Smart Clubs by adding the Cobra Connect powered by Arccos technology allows us to satisfy that appetite and provide our consumers with direct access to the type of data that’s used by the tour pros. We believe seeing these insights will help golfers of all skill levels improve their performance and have more fun.”

Additionally, Puma Golf has pioneered the athleisure fashion trend in golf apparel, accessories and footwear. With endorsers that serve as style icons in the sport, Puma has differentiated itself in the golf world through bright, bold, identifiable styles that are unlike any other manufacturer in the game.

“Athleisure continues to be pervasive across both fashion and performance brands, but with Puma’s SportLifestyle heritage, it is truly authentic to our DNA,” said Kristin Hinze, Head of Apparel at PUMA Golf. “Thus, we are uniquely positioned to deliver on-trend, high performing, stylish clothing to the golf world.”

The new KING Forged TEC Black irons in traditional and one-length sets.

NGF Takeaways

Cobra Puma Golf has continued to be an innovator in golf as it pertains to new approaches, whether on the equipment or apparel side of the industry.

From the first set of Smart Golf Clubs with shot-tracking technology embedded into clubs, to one-length irons, hi-top golf shoes and jogger pants meant to be worn on the course, and revolutionary Disc closure system in its footwear, Cobra Puma is one of the game’s most actively progressive companies, yet also remains committed to deliver high-performing and high quality products for golfers of all abilities.

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