Titleist - The Story Behind the White Coats

[Tony Covey MGS]

Titleist - The Story Behind the White Coats

 

If you read my posts on the blog from the PGA show, you might have caught this little snippit I wrote about the Titleist booth:

 

While I can't say I was a huge fan of the dress code (reps all dressed in white suite jackets), the booth was exactly what I would have expected from Titleist. In direct contrast to the audacious TaylorMade exhibit, Titleist played true to its reputation. Regardless of whether you support their approach to the business of golf, everything they did served to cement what most golfers believe about the Titleist brand. They had perhaps the classiest booth at the show, which is lock step inline with the company's conservative, no nonsense reputation –

even if the guys working the show sorta looked like the waitstaff at Morton's

.

 

I hope the guys at TItleist understand that my remarks (specifically those referencing Morton's) were all meant in good fun, but one of our contacts over at Titleist was kind enough to share with us a bit of the history behind the white coats:

 

Titleist - The Story Behind the White Coats

 

For more than 50 years the Titleist White Coat has been the symbol of this organization's commitment to Leadership. In the early days, when touring professionals traveled around the country to compete in tournaments, they were told to look for the local market Titleist Representative who could easily be distinguished by the White Coat he or she wore. Since none of the participants were paid to play equipment at the time, they were given chits by the Titleist Representative to exchange for golf balls in the pro shop where the event was being played. Top players knew that finding the Titleist Rep would ultimately lead them to the best and most consistent golf balls available in any given era.

Times have changed and we don't wear the White Coat as often as we once did, however its meaning and symbolism remains and continues to grow along with our dedication to the ideals of Titleist Leadership.

 

It's really hard to imagine in today's world a time when golfers weren't paid to play clubs, but nevertheless, I think the history behind the coat is definitely worth sharing.

[RookieBlue7]

I'd be mad if they gave me the chits, especially if I had a competitive round to play. I'd imagine porta-potties were few and far between back then. Could you imagine holding onto one of those chits from the second hole until the turn? Talk about bubble guts.

[Super Tuna]

The jeoprady nerd in me loves neat little stories like these.

 

I still like all the pictures of the Titleist booth. Very clean and classy.

[Manavs]

I recall my 2nd pga show back in 95 (ish) that was the first year they brought back the white coats to the show. we all thought it gave the impression that they were techies, lab rats, smarter-than-thou please tell us about the allmighty new products you have. it worked, it had a huge buzz at the show, it gave a great uniform look and brought class to the booth. who wouldve thunk it that dressing everyone up in a simple sterile white lab coat would imply so much. i think it was, and still is, great marketing from the titleist folks.

 

im still surprised to see booths, esp larger ones, that dont have uniform clothing in order to for us visiting the booth to spot who the hell to talk to.