As Ely callaway walked through the sea of drivers, irons, putters, gotf apparel, golf
bags, and training devices displayed at the 2000 pGA Merchandise Show in orlando,
Florida, and toward callaway Golf Company's booth, he noted that the eyes cast toward
him seemed to express a great...r sense of anticipation and curiosity than usual. As one
of the most recognizable figures in the golf equipment industry, he had grown accustomed
to his celebrity status in the golfing world and was aware that rivals and retailers
alike anxiously awaited the new products his company typically launched at the industry's
premier annual trade show. However, the drama and suspense surrounding callaway's
new products at the February 2000 show were very different from usual. callaway
had gone ahead and introduced its innovative Big Bertha X-14 irons and Big
Bertha Steelhead Plus metal woods in January. The PGA Merchandise Show had been
saved for the introduction of the highly touted and much anticipated Callaway gotf ball.