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A Publication of the National Golf Foundation

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

NGF TOP 100 BUSINESSES IN GOLF

Cobra/Puma

Category

Corporate Headquarters

Carlsbad, California

Website

Key Employees

Dan Ladd, Executive VP and General Manager

Tom Olsavsky, Vice President, Research and Development

Jose Miraflor, Vice President, Marketing

Mike Yagley, Vice President, Innovation/AI

Grant Knudson, Head of Product Creation, PUMA Golf

Profile

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

Since its founding in 1973, Cobra Golf has become known for delivering cutting-edge golf equipment for every level of player, from forgiving woods and irons for the casual player, to tour-tested equipment that helps golfers perform at the highest level of the game.

More than three decades ago, Cobra pioneered the popular Baffler fairway wood technology that revolutionized how golfers played long approach shots — with two rails on the bottom of the club face that help guide the club through the turf for more consistent contact. Among its more recent technological advancements, the brand introduced the first CNC Milled Driver face in its KING F9 Speedback Driver.

Cobra Puma Golf’s headquarters, located in Carlsbad, California. (Photo courtesy of Cobra Puma)

 

PUMA Golf, on the other hand, was founded in 2005 and excels in sport and lifestyle positioning, fusing technology with industry-leading fashion and delivering apparel. Hence, the company’s tagline for 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 younger players in the sport with unique marketing appeal, while Cobra also has a long-standing partnership with Hall of Famer Greg Norman.

Fowler helped usher in a new generation of young players on Tour with his style of play and colorful, on-trend apparel, while DeChambeau is one of the most unique players on Tour, pioneering his own equipment approach, which utilizes irons that are uniform in length. Cobra has capitalized on this since first signing DeChambeau, releasing multiple iterations of 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. A few years ago, the brand introduced its first complete set of Smart Golf Clubs – with Cobra Connect available for every club in the F8 lineup, as the brand continues to include the innovative GPS system in a majority of its new club introductions since then.

“Golfers’ appetite for data is certainly growing as more and more attention on Tour is paid to player statistics,” said Tom Olsavsky, Vice President, Research and Development, Cobra Golf. “We believe seeing these insights will help golfers of all skill levels improve their performance and have more fun.”

Cobra Puma Golf employees are photographed at a recent “Enjoy Golf” golf outing. (Photo courtesy of Cobra Puma)

 

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 on-trend, bold 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 heritage, it is truly authentic to our DNA,” said Kristin Hinze, Global Head of Merchandising, PUMA Golf. “We are uniquely positioned to continue delivering on-trend, sophisticated, [and] high-performing clothing to the golf world.”

NGF Takeaways

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

From the first fully CNC Milled driver face and set of Smart Golf Clubs with embedded shot-tracking technology, to ONE Length irons, hi-top golf shoes and joggers, to untucked shirts and Tour proven footwear styles, Cobra Puma Golf is one of the game’s most actively progressive companies. Yet, it also remains committed to delivering high-performing and high-quality products for golfers of all abilities.

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