Dick’s Sporting Goods Relaunches Tommy Armour Golf Private Brand

DICK’S Sporting Goods, announced late last week the relaunch of the Tommy Armour golf private brand, with a renewed focus on innovative golf club technology that promotes both forgiveness and distance. Men’s, women’s and senior drivers, fairway woods, hybrids, irons, wedges and putters are all included in the new offering. Tommy Armour will be available online and in-stores exclusively at DICK’S and Golf Galaxy starting March 18.

DICK’S partnered with Designworks, a subsidiary of BMW Group, to develop a premium set of game improvement woods and irons for mid-to-high-handicap golfers that are offered at a lower price point than comparable products. One standout innovation is the TA1 Driver, featuring a DAT 55G titanium face, which is a high tensile strength material that provides longer distance and more forgiveness and is not widely available in the US market.

“We set out to honor the history of the Tommy Armour brand and build a product that golfers at any level would want to use,” said Scott Hudler, Senior Vice President & Chief Marketing Officer, DICK’S Sporting Goods. “From the early feedback we’ve received, these clubs are ones that you’re just going to have to try to really experience the difference they deliver in both distance and feel. We think this brand will be a game-changer for any player looking to improve their game.”

Named after World Hall of Fame golfer and instructor, Thomas Dickenson Armour, the return of the brand is nostalgic for players of any generation. First launched in the 1970s, Tommy Armour achieved significant recognition in the 1980s with the introduction of its 845s line of irons – selling more than 600,000 sets.

“Participating in the re-launch of an iconic brand is an exciting and inspiring opportunity,” said Laura Robins, Director at Designworks LA Studio. “Drawing on our experience working across a number of industries on a wide range of performance-based products enabled us to deliver unique design and technology insights for the new Tommy Armour clubs, resulting in a product which provides golfers with a truly premium experience.”

With the addition of Tommy Armour, DICK’S continues to focus on the expansion of its in-house private brands like CALIA by Carrie Underwood, Field & Stream, Top Flite, Maxfli, Walter Hagen and many others.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.