Thursday, April 21, 2011

Horses and (Golf) Courses: What Was Nike Thinking? New 20XI Commercial Recreates a Hoofnote in American Golf History

I just had to share this video. Can someone explain it to me? I love Nike, love their commercials, love their stores, love their branding. Yet I don't get this commercial.

But then, I'm not in the market to buy Nike's 20XI golf balls, either.

Years ago I lived a few furlongs from a place called The International--just "The International". It was a golf course in Bolton, Massachusetts and a very exclusive place. Once--once!--my horses got loose and galloped over a green.

That late-night caper would have caused no more stir around town if a tornado had touched down. Each divot looked like a crater in the morning light. In fact, the scene looked almost exactly like the closing shot of Nike's commercial.

Here's an old lawn boot, courtesy of The Antique Horse blog, one of my favorite places to waste a few hours on the Internet. (I warned you!) Back in the days before there were motorized mowers, these boots were worn by horses while mowing golf courses and other lawn-like surfaces where a horse's hoofprints would be undesirable. This one appears to require the horse to be shoeless.

I found out later that when my horses tore up The International, they were merely carrying on a Boston tradition.

Golf, of course, is a Scottish game. It was brought to America by some Bostonians who decided to hit a ball around at a gentleman's racing and polo retreat called The Country Club. (That's right, just "The Country Club".) Golf became so popular so quickly that they kept extending the course and cutting down trees to make more greens.

What's an endangered horse lover to do? The equestrian members of the club revolted one night in 1899 and galloped their horses across the greens in protest.

Let's just say the horses weren't wearing lawn boots.

So the next time you go to a country club, or when Easter dinner conversation lags this Sunday, you can explain that the first country club was actually a racetrack and polo field. When it added golf, its fame spread; the name "country club" came to be associated with golf, but at those early clubs the most popular pursuits would have been horse sports, tennis and shooting. Golf was an upstart, but it certainly did catch on.

There's only one The Country Club. It's still operating, and hosted the 33rd Ryder Cup. The club ran its last horse race in 1935, and the final sections of the racetrack were finally sodded over in 1969. The horses may be gone but the legends live on.

How great would it have been if Nike had filmed their commercial at The Country Club?

Thanks to the Massachusetts Foundation for the Humanities, Harvard University Athletics, the Public Library of the Town of Brookline, Nike Golf, and The Antique Horse blog for assistance with this story.

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rebeccascott said...

Do you ever consider running anything, any snippet, about hoofcare without in barefoot hoofcare as espoused by Drs Robert Bowker and now Debra Taylor DVM Auburn Uni, Alabama? And others? Just seems to be a peon to nailing metal to the foot and those who spend their lifetimes doing it...
- Rebecca in Oz

marethere said...

Yesssss! My secret fantasy has been to ride across a perfectly manacured golf course in the early morning mist! And get away with it :-) We all know that golf courses are a waste of good pasture land anyway :-) Thanks Fran.

marethere said...

Yessss! My secret fantasy is to ride across a perfectly manicured golf course in the early morning mist .....and get away with it! We all know that golf courses are a waste of good pasture land anyway :-) Thanks Fran.

Fran Jurga said...

Hello, Rebecca, thanks for your comment. I'm not sure what you mean. I don't think I know what a peon means? If you mean do we write about barefoot hoofcare as well as shod, then the answer is yes, we certainly do. There are more than 1000 articles on this blog, and 79 back issues of Hoofcare & Lameness, have a read! Many of Dr Bowker's articles were originally published in Hoofcare & Lameness, as a matter of fact. He's on our editorial board. Hoofcare & Lameness has an open mind and friends in all hoofcare camps, as you'll find out if you stick around.

Rhonda Lane said...

About the golf ball commercial, I'm a little baffled, too. All I could think of, while watching it was, "Divot, divot, divot ... ."

Then, I remembered the scene in "The Black Stallion," in which The Black got loose from Alex's barn and went for a romp on the golf course. (Egads.) UNLESS ...

Nike is targeting women golfers. Back when TBS was first published, Farley's classic probably was considered a boy's adventure, but I don't think boys read it and love it as much as women do.

I don't see Nike making a misstep in their branding, so I'm wondering if that's a way they can target women golfers without making men click away?

Dez said...

I saw this add last weekend and I too wondered what it was trying to say. After about 10 seconds I thought: speed, strength and power; be the best. Isn't that what we see when viewing a horse of this type run free? Total Nike messaging indeed.

Fran Jurga said...

Hi Dez,
I thought what Rhonda thought (comment before yours): oh no! he's going to tear up the green with his hooves! I guess some people just see the destruction side of it and it's hard to translate that into a sales message. But the horse is glorious. Maybe if the horse had galloped up to the course and sailed over it in a soaring jump, landed in the sand and leaped out again? The filming could have demo'd precision by having his NOT step on the grass in spite of his power. Imagine the groundskeeper coming in later that morning and finding hoofprints in the sand...and nowhere else. He'd be scratching his head. Scanning the horizon. Fade to logo.

NoLandGrab said...

A powerfully produced reminder to "replace your divots"?