Hi friends,

Welcome back for round 2. As a reminder, this newsletter is internal for this week and next week (plus a select few close friends, hello there 👋) while I collect feedback and refine its content. I’ll branch out to a broader list the following week, and will open up to the entire mailing list shortly after, when it’s ready. Feedback is welcomed + encouraged.

Sharing some changes:

• Adding a section called “Activation of the Week” on Friday’s issues

• Adding a section called “Chart of the week” on Tuesday’s issues.

• Minor design/formatting improvements.

ACTIVATION OF THE WEEK

Topgolf x Callaway: The Sure Thing Club

What it is: Topgolf has introduced The Sure Thing Club, a golf club engineered with an oversized face to facilitate successful shots for beginners, thereby lowering the barriers to entry into the sport. The launch event at Topgolf's El Segundo location incorporated various activations that blended golf with elements of skate culture, music, and fashion, creating a vibrant atmosphere aimed at redefining the game's image.

My take: Sometimes creating a “better” or “greater” product is far from being an objective exercise. In the case of sports, I’d argue that higher performing products for the pros have design features that the average consumer might not find useful, or perhaps even a hinderance in enjoying a sport. While not for sale, from a brand perspective, this initiative challenges the conventional perception of golf as an exclusive and challenging pastime, promoting a more inclusive and enjoyable experience for a diverse audience.

Read more about this here.