Titleist UK Sales staff are making a lasting impression at this years’ Golf Show in Harrogate, wearing the ‘White Coats’ which have been a symbol of the Titleist brand for more than 50 years. Celebrating their rich heritage, seventeen Titleist Area Sales Managers are sporting their White Coats which they were awarded at the 2013 Titleist Brand Meeting held at Oitavos in September, and each member proudly wore their coat at one of Europe’s leading golf trade events which started today.
The origin of the White Coats is testament to the Titleist brand’s long term and continued success at the highest level across worldwide professional tours. Before Titleist Leadership staff travelled with the PGA and European Tours, local market Titleist Representatives were the contact point between players and suppliers. Regardless of where the tournament was taking place the Titleist staff were easily recognisable by their distinguished white coat. They would provide players with ‘chits’ which could be exchanged for Titleist golf balls in the pro shop where the event was being played. Top players knew that finding the white coat lead them to the best performing and most consistent golf balls available, and so the tradition of the Titleist White Coat was born.
The Golf Show in Harrogate is the first time the Titleist UK Sales Team has worn the white coat at an event, proudly showcasing the brand history and heritage, as Matthew Johnson, Brand Director, Titleist EMEA explains, “The Titleist brand is synonymous with performance and tradition, and we are very proud of our position as the #1 Ball in Golf and what this means to golfers and our trade partners. The white coat dates back to when we were establishing our position as the leading golf ball choice amongst the world’s best players more than 50 years ago, and continues to be a symbol of our heritage and leadership.”
Times have changed for Titleist Brand Ambassador’s and Titleist golf ball loyalists across worldwide professional tours, but the meaning and symbolism of the white coat remains and continues to grow along with the Titleist dedication to leadership and performance excellence.