Based in Kobe, Japan, SRI manufactures tires, materials, industrial products, and sports with nearly $8 billion (USD equivalent) in yearly sales revenue. The alignment of golf and racket sports branding in North America will spotlight the global scope of Dunlop’s business.
“With a proud, rich history, Dunlop has long been a leader in sports innovation and quality,” said Scott Carlyle, senior vice president, Global Marketing. “Building on Dunlop’s existing awareness and brand strength, we wanted to align the branding of the U.S. sports business to be consistent with our other top strategic regions, including Japan and South Korea. Over time, we expect sports enthusiasts worldwide will recognize Dunlop as a mark of performance, quality, and innovation, and more easily recognize the vast resources, influence, and scope of our global sports business.”
In 2017, SRI added the Dunlop brand to the sports category in North America through an acquisition. SRI said, “With global synergy now possible, the common and consistent use of Dunlop branding will allow for better recognition of the global scale of the sports business. Srixon, Cleveland Golf, and XXIO golf brands will retain their current identities, branding, and positions in the market under Dunlop Sports Americas corporate brand.”
Beginning with the first men’s golf major of the year, the Dunlop logo will appear on tour, including on the back of the headwear of defending champion Hideki Matsuyama and all tour players contracted for headwear. Srixon and Cleveland Golf will continue to feature on tour, with Srixon remaining the primary brand on staff bags and headwear. For racket sports, Dunlop will remain the featured brand on products and athletes.
Photo courtesy Dunlop
