Nike seeks to expand Sumo brand

The Nike marketing machine is at it again.

In addition to making steady strides establishing its authenticity, Nike Golf officials are now trying to build on the momentum of its Sumo sub-brand. Drafting off its flagship product, the Sumo drivers, Nike has created an entire family of Sumo products, including fairway woods, hybrids and irons.

Nike officials say it'll be far easier to sell other Sumo products to consumers who have already embraced its driver. In particular, they're hoping it'll boost the sale of its hybrids, a fast-growing category in which Nike has yet to make a real splash. Tom Stites, director of product creation for Nike Golf, maintains the company has had technologically sound hybrids, most notably its original CPR clubs, which have had a loyal, albeit small following.

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