Black is the New White

Nike’s new black ball has golf world abuzz
A stunt at the FBR Open in which 4 tour pros used a black golf ball on a par 3 to promote a new Nike golf ball (Nike One Black), which is normally white, has now drawn unprecedented demand for production of the black ball. Now, Nike will begin a co-packaged promotion for the ball dropping in late February.
I initially posted this blurb on my personal site, only to find several visits from Wieden and Kennedy, Nike’s agency. Now I’m wondering about the actual results of the promotion. Was this a stunt gone wile where consumer demand really was a surprise, or was there at least a hope that this would escalate to this result.
Any W+K or Nike people out there want to comment?



About Shawn Hartley

Creative technologist by day. VP at Corporate 3 Design in Omaha. Proud father and husband.