Earlier this year, Callaway released the Chrome Tour Shark golf balls. Today they danced. Every last one.
Much to the chagrin of many of you (especially our UK friends who apparently hate fun), I’ve been taking part in these limited edition things this year. It doesn’t matter if we are talking about golf balls, head covers or other pieces of various golf equipment. I’ve been here for every last bit.
But cats? Sorry, but limited edition or not, cats on golf balls (especially since we’re not talking Supersoft) is a bridge too far.
And to be clear, Callaway didn’t lose track of when April Fools Day is. This is a completely real thing that is happening (to us).
When the marketing department runs out of ideas
According to Callaway: “Cats have entered the chat. Chrome Tour Cats is a limited edition collection that celebrates the playful and independent spirit of our feline friends. With designs inspired by Charlie, Birdie, Chippy and Thor, this drop captures the essence of feline charm. Built on the foundation of the Chrome Tour, you’ll enjoy tour-level performance with exceptional speed, control and feel.”
Look, I have no idea if we’re supposed to be familiar with Charlie, Birdie, Chippy or Thor. I can only assume they are cats belonging to a Callaway employee’s aunt, who I also assume wears sweaters lined with cat fur, has an iPhone 9 filled with 847 nearly identical photos of Mr. Whiskers doing absolutely nothing, and an uncanny ability to work cat anecdotes into every conversation.
(He shakes his head vigorously)
The golf balls themselves
The Chrome Tour Cats Collection features four different cat-inspired designs, each with their own (supposedly) personality. Inside the box you will find:
- A cat
- A different cat
- Another cat too
- A fourth cat that is somehow (probably) not one of the other three cats.
For what it’s worth, regardless of the cat patterns, each ball maintains the Chrome Tour’s tour-level performance specs, so at least when you’re explaining to your playing partners why you’re putting up a cat ball, you can confidently say it performs like a dog ball.
The packaging is definitely well done, which, I suppose, increases the chance that cat enthusiasts will display it on their mantels next to their collection of ceramic cats and whatever cat calendars they inevitably have hanging in their kitchen.
Demographic target
I’m really curious about the target market here. Who, exactly, is clamoring for cat-themed golf balls (premium or otherwise)?
Is this about the guy in fours who has 17 cats, hasn’t been on a date since the Clinton administration, and whose idea of small talk involves showing you phone videos of his cats doing cat things?
I think the demographic may be limited.
Or maybe it was meant to be PUNISHMENT golf balls – the kind of thing you make the last place finisher in your fantasy golf league play for a month. “Sorry, Jason. You drafted Adam Hadwin as your #1 pick. Enjoy playing Chrome Tour Cats until Memorial Day.”
Maybe there’s a little-known law in California that mandates equal representation for cats in sporting goods. I don’t know if this is simple setup or if I’m missing some focus group data, but this is definitely absurd.
We’re talking about cats. On golf balls. Unless these are specifically designed as starters for one of those 19th-hole talk we’d all rather avoid, I have no reasonable explanation for Callaway’s thought process on this.
The bigger picture
I would normally point out here that limited edition stuff is sold. People (people in the US, anyway) collect these things. Maybe there’s a cat lady in Boca Raton who has already ordered six dozen and is planning to give them away as gifts at her book club’s annual cat-themed holiday party.
But at what point do we admit that we have run out of reasonable ideas? We’ve had skulls, sharks, aliens and now cats.
What’s next? Chrome Tourist House Plants? TP5 Tax Preparation?
If there’s a missed opportunity here, it’s that Callaway chose not to have the packaging smell like a litter box or the individual balls like cat pee. Frankly, while I don’t approve of the topic, the lack of commitment to it may be the biggest insult.
I’ve been at MyGolfSpy for 15 years and for as long as I can remember, we’ve had exactly one cat on staff. He doesn’t work here anymore and, I mean, if you know who I’m talking about, check out his Instagram. Great mate … but that content is about as weird as you’d expect from a devoted cat. I doubt he has either time for this item.
Takeaway
Aside from the box, which is objectively cute (too bad there are cat balls inside), I’m struggling to find any redeeming qualities here.
I’m not sure if the cats featured on these balls have been neutered, but the guy who would buy these would definitely.
However… Will these sell? Maybe. Will I understand why? No.
But hey, if you’re the type of person who thinks the golf course needs more cat energy, these are definitely for you. Just don’t expect me to take your pitch seriously when you’re lining up a six-footer with a ball that has a mustache on it.
Callaway Chrome Tour Cats golf balls are available now.
Post Callaway Chrome Tour Cats: When limited edition goes too far appeared first on MyGolfSpy.
