Earlier this year, Callaway released Chrome Tour Shark golf balls. Today, they’ve jumped them. Every last one.
Much to the dismay of many of you (particularly our friends in the UK who apparently hate fun), I’ve been all in on this limited-edition stuff this year. It doesn’t matter if we’re talking about golf balls, headcovers or other bits of golf gear miscellany. I’ve been here for every last bit of it.
But cats? I’m sorry but limited edition or not, cats on golf balls (especially since we’re not talking about Supersoft) is a bridge too far.
And to be clear, Callaway didn’t lose track of when April Fools’ Day is. This is an entirely 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 cat charm. Built on the foundation of Chrome Tour, you’ll enjoy Tour-level performance with incredible 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’re cats belonging to a Callaway employee’s aunt, whom I also assume wears sweaters coated in cat hair, 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.
[Shakes head vigorously]
The golf balls themselves
The Chrome Tour Cats collection features four different cat-inspired designs, each with its own personality (supposedly). Within the box, you’ll find:
- A cat
- A different cat
- Yet another cat
- A fourth cat that is somehow (maybe) not one of the other three cats.
For what it’s worth, despite the cat patterns, each ball maintains Chrome Tour’s tour-level performance specs so at least when you’re explaining to your playing partners why you’re putting a cat ball, you can confidently say it performs like a dog ball.
The packaging is admittedly well done which, I suppose, increases the possibility that cat enthusiasts will display it on their mantels next to the ceramic cat collection and whatever cat calendar they inevitably have hanging in their kitchen.
The target demographic
I’m genuinely curious about the target market here. Who, exactly, is clamoring for cat-themed golf balls (premium or otherwise)?
Is this for the guy in your foursome 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 feel that demographic might be limited.
Or maybe this is designed 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 No. 1 pick. Enjoy playing Chrome Tour Cats until Memorial Day.”
Perhaps there’s an obscure California law that mandates equal representation for felines in sporting goods. I don’t know if this is simple placation or if there’s some focus group data I’m missing, but this is patently absurd.
We’re talking about cats. On golf balls. Unless these are specifically designed as starter for one of those 19th-hole conversations we’d all prefer to avoid, I have no reasonable explanation for Callaway’s thought process on this one.
The bigger picture
Here’s where I’d normally point out that limited-edition stuff sells. People (people in the U.S.A., anyway) collect this stuff. There’s probably some cat lady in Boca Raton who’s already ordered six dozen and is planning to give them as gifts at her book club’s annual cat-themed holiday party.
But at what point do we acknowledge that we’ve run out of sensible ideas? We’ve had skulls, sharks, aliens and now cats.
What’s next? Chrome Tour House Plants? TP5 Tax Preparation?
If there’s a missed opportunity here, it’s that Callaway opted 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 theme, the lack of commitment to it might be the greater affront.
I’ve been at MyGolfSpy for 15 years and to the best of my recollection, we’ve had exactly one cat guy on staff. He doesn’t work here anymore and, I mean if you know about whom I’m talking, check out his Instagram. Great dude … but that content is every bit as weird as you’d expect from a devoted cat guy. I doubt even he has time for this stuff.
The takeaway
Other than the box, which is objectively cool (too bad there are cat balls inside), I’m struggling to find redeeming qualities here.
I’m not sure if the cats featured on these balls have been neutered but the guy who would actually buy these definitely has.
Nevertheless … Will these sell out? Probably. Will I understand why? Nope.
But, hey, if you’re the type of person who thinks the golf course needs more feline energy, these are definitely for you. Just don’t expect me to take your putting seriously when you’re lining up a six-footer with a ball that has whiskers on it.
Callaway Chrome Tour Cats golf balls are available now.
The post Callaway Chrome Tour Cats: When Limited Edition Goes Too Far appeared first on MyGolfSpy.
