![]() Looking at the 2019 Atomic line – and more specifically at the metalwoods – we get an objective glimpse at why Tommy Armour should be held in the same regard as domestic brands like Tour Edge, and JDM stalwarts PRGR, OnOff, Yamaha, XXIO, and Ryoma. The rest is more or less window dressing. Stripping away names and logos, equipment design boils down to materials and construction. The guts of operation suggest a far different reality – one which is positioned to honor the history and heritage of the Tommy Armour name while pushing back on the new reality of $500+ drivers by offering cutting-edge technology and a value-centric marketing message. The resurgent Tommy Armour is the private label house brand of Dick’s Sporting Goods, and it’s anything but walking the plank toward the inevitable. This is where Tommy Armour’s story diverges from expectation. That said, house brands rarely have a future they’re the equivalent of scrap metal. As long as the retailer makes can turn a decent short-term profit, it’s a win. It’s not the worst business model, but often it amounts to little more than a prolonged liquidation. This is how it typically goes with so-called House Brands – a large retailer pays $X for a familiar name, thinking it can make $X + a decent profit before letting it go the way of 8-track and fidget spinners. ![]()
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