You wake up in the morning — what’s the driving passion?
To set a good example and make my family proud.
What was the genesis for Under Armour to move into the sunglass category?
After introducing high-performance football visors to the market in 2006, premium eyewear became the natural next step and was launched the following year. In 2018 UA Eyewear launched its Tuned collection featuring sport specific performance lenses as well as recovery lenses. Our Tuned for Golf lens technology quickly made us the top selling sunglass brand in PGA Tour Super Store, while our Tuned for Recovery lenses are the first of their kind and provide athletes with a solution to rest and recover their eyes for their next peak performance.
How does the product differentiate itself from your competition?
I feel that UA Eyewear has the perfect mix of Brand recognition, technology that is beneficial to golf and other sports/markets we cater to, a price range that speaks to consumers, and a customer service experience that focuses on both accounts and consumers alike. When you combine those 4 things, it leaves customers knowing that they truly are getting the most value out of their purchase. We are always keeping our their needs top of mind and are committed towards delivering them with their next winning performance.
What’s the approximate costs for the product — low to high range?
$59-200 retail. Most sunglasses we sell in the golf market will range from $75-125
Who is your customer and what’s the split gender wise?
Sport/active customer ages between 25-55 with male- 70% and female- 30%. We also have a large presence in the youth market.
From a marketing standpoint — what’s the percentage split between efforts via green grass shops, online and brick and mortar retail outlets?
Roughly 80% green grass and 20% off course.
Plenty of companies tout customer service in their operations. Define the term and how Under Armour operates with that in mind.
It has to be easy- its sunglasses, not life and death. We pride ourselves on quick warranty replacements and being easy to work with from an account perspective. Our customer service team is the best in the business when returning calls and e-mails while satisfying customer’s needs.
If you could change one thing in golf unilaterally — what would it be and why?
The time it takes to play a round. A casual golfer doesn’t need to take four practice swings before hitting the ball and slow down the course and pace of play. It would be nice to plan for a sub 4 hour round consistently.
The major golf organizations are all seeking ways to attract Millennials, women and minorities to golf. If you were counseling them what would you advise be done?
I’d market to new golfers by starting out playing 9 holes at a time. Unfortunately people are so connected to their devices, social media, and work and other apects of life that taking 4-5 hours out of their day to play a full round, especially when they are new to the game just isn’t an option. That said, the majority of people I know that are new to golf very much enjoy the game, its just a time issue. So start small and once they realize how great of a game it is, they can find the time to play a full round.
Best advice you ever received — what was it and who from?
My grandfather — “There’s no sense in doing things if they are not done the right way. Don’t cut corners.
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