If you would do anything for golf, what would you do if you had to watch your 7 month old daughter during the time that you usually hit balls at the range? You’d take her to the range. So we told that story. If you would do anything for golf, what would you do if you wanted to sneak in another nine, but it was already getting dark? You’d find a way to keep playing. And we told that story.

We conducted qualitative and quantitative interviews with golfers and created work designed to connect with them, listening to their stories of well-intentioned bad misbehavior, misgivings and occasional lies. Golfsmith shares that passion for golf, so we can relate, and give them permission for this passion.

Anything for Golf has been established as not only a point of view for Golfsmith, it has clearly resonated for our consumers. We exceeded our goals, increasing share 30.4% in 2014.