TOTAL LICENSING
FROM GOLFER TO JAPANESE FASHION ICON
Whilst most young women in Japan by McCormack. This was never to tie
are probably unaware of the impact Palmer’s endorsement of a product to
on golf that Arnold Palmer has made, how he was faring on the golf course.
these same young women are only Instead, IMG focused on the human
too keen to wear AP branded fashion traits that people admired about
apparel and accessories – thanks to a Palmer – endurance, reliability and, of
program developed by IMG in Tokyo. course, integrity.
Nearly a dozen licensees have been The formula undoubtedly worked and
signed by IMG for product that is has created an impressive track re-
now retailed in more than fifty stores cord. Arnold Palmer Enterprises has
throughout Japan and the list contin- continuously grown and evolved for
ues to grow! over four decades by delivering on a
Of course, ArnoldArnold Palmer,Palmer, whilstwhilst anan promise of value and honesty. Arnold
extraordinary golfer whose talents Palmer licensing, endorsements, and
have made him into probably the spokesman associations are sought launched in 1969 1969 when when Renown Renown Inc Inc
best-known personality in golfing out more than ever on a global basis launched a a range range of of casual casual wear wear feaea--
history, is also a businessman whose and his commercial partners include turing the the brand. brand. This This was was a a pioneer-
interests in restaurants, licensing and names such as GlaxoSmithKline, Call- ing move since the wearing of casual-
endorsements make up a multi-million way, Pennzoil and Rolex amongst oth- wear was not common in Japan at the
dollar international enterprise. ers. time. . By By the the 19��19��s, s, the the Arnold Arnold Palmer Palmer
IMG have worked with Arnold Palmer The Umbrella Umbrella mark mark was was inspired inspired by by brand exploded across oss the the market et
for many years and explain the appeal one of the most remembered sights and, by the 198�s,, itit sweptswept thethe countrycountry
of the AP brand – in particularly the of Arnold’ss earlyearly playingplaying days,days, whenwhen with the new brand concept of casual
signature Umbrella logo. “The The Arnold Arnold wear aimed aimed at at the the whole whole family y - - from from
Palmer brand denotes the qualities adults to children. AA majormajor campaigncampaign
that the man, the golfer, and the of television commercials featuring
business legend embody. It is an Arnold Palmer ran to complement the
unmistakable symbol of quality launch.
and taste, just as Palmer himself In 2���, the brand was refreshedeshed
is an undisputed spokesman and moved into fashionablefashionable
for personal and sports casualweaearr for for young young women women
excellence””.. under the brand name ““ArnieArnie Arnie
Whilst the selling of products based Arnold Palmer””.. . By By 2���, , a a new w
on the appeal of famous athletes was men’s s line line ““ArnoldArnold Arnold Palmer Palmer MenMen”” and and
a well-established practice in Ameri- family rangerange entitledentitled “Arnold“ArnoldArnold PalmerPalmer
can advertising, Arnold Palmer was
the hero was often followed down
Timeless” were addedadded uutilisinguutilisingutilising thethe
the first athlete to take his success in
the fairway by thousands of staunch
brand concept of clean, ‘preppie’ and
sports into a lucrative corporate em-
fans each holding up an umbrella. As a
refined casualwear. To date, there are
pire. No sports figure has been more
well-established symbol of the Arnold
�4 stores carrying these lines across
successfully marketed and promoted
Palmer brand, the Umbrella mark
Japan.
or had his name branded and licensed
gives credibility to merchandise.
In terms of licensees, in n addition addition to to
as universally as Palmer.
Time has, of of course, proveprovedd the the
the RenownRenown rangesranges ofof apparel,el,, therethere
There are many reasons for Arnold’s
marketing value of the Arnold Palmer
are noww eighteight licenseeslicensees forfor swimwear,swimwear,
unsurpassed marketing success. But at
brand. Since the first licensing program
golf accessories, footwear, towels and
the heart of them all is one simple no-
began back in 1961, the the Arnold Arnold Palmer Palmer
handkerchiefs, headwear, stationery,
tion: integrity.
brand has followed anan establishedestablished
eyewear, small leather goods and
Even more paramount to the unprec-
route of uncompromised uncompromised quality quality and and
umbrellas which which are e retaileetailedd in in upscale upscale
edented growth of the Palmer empire
integrity.
department stores and specialty
was a marketing philosophy developed
In Japan, the Arnold Palmer brand
shops.
39
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