I think it is a good move for Titleist as an organization. Direct to consumer is the only market sector they have zero share in while they are the leader in the other two categories - OEM and refurbished ball sales. Never knew Ping had a ball, very interesting! Definitely agree that Titleist must have some pretty viable data that that shows this has a fairly high potential for success. I'm just not sure where that data would come from. With all of the other direct to consumer companies popping up left and right over the past year or two, it seems like it would be fairly difficult to quantify a sales forecast for a market share that is "new" and that they have not been a part of.
The obvious 3 factors that will determine the success of Union Green are price point, performance and curb appeal. In my opinion, I think curb appeal could be the most important factor in this case having seen what Vice was able to do in such a short period of time. I'll definitely be giving them a shot, why not at this price?
Should be interesting to see how this all shakes out!