Becky Anderson Anchor
This is a new Nike club. Now, just two years ago, the likes of Titleist, Callaway and Taylor Made sat alone on shelves like these before Nike decided to muscle in. The sporting goliath has spent millions investing in the best players and the latest technology to make its clubs. We move along to the design facility in Dallas, America. Find out just why the company believes it can beat established makers.This is Iron Byron, Nike’s mechanical workhorse that fine-tunes the design of clubheads. It’s the type of technology that the most powerful sports brand in the world is using to try to put a scare in the global club market.

贝基•安德森，主播
这是一支新的耐克高尔夫球杆。仅仅在两年以前，在耐克决定进入竟争以前，像Titleist, Callaway和Taylor Made等同类高尔夫球杆独自占有着市场份额。从那以后，耐克这位体育巨人已经投资了数百万美元用于招募最佳的球手和最新的技术，以便打造自己的高尔夫球杆。让我们来看一下设在美国达拉斯的设计设施，搞清楚该公司凭什么相信可以打败已经确定市场地位的制造商。这是爱恩•拜伦，耐克公司用来微调棒头设计的机械试验台。世界上最强大的体育品牌正是要用这种技术准备给全球的高尔夫球杆市场制造恐慌。

TOM STITES, HEAD OR DESIGN, NIKE GOLF
It really is rocket science. People don’t understand that the same physics, the same technology that we use to shoot ballistic missiles actually are applied to the golf club itself. A golf ball and a golf club are only in contact about four-ten-thousandths of a second. So in a whole round of golf, you got maybe a quarter of a second to actually influence the ball so, you’d better have done things right, not only with your body but with the design of the club.

汤姆•塞特斯，耐克高尔夫设计主管
这实际上相当于火箭科学研究。人们还没有听说过，我们用和发射弹道导弹相同的物理技术来研制高尔夫球杆。高尔夫球和球杆之间的接触时间只有四万分之一秒。因此，在整轮高尔夫球比赛中，你实际上只有 1/4秒的时间作用于球，所以你最好把事情做好，不仅要锻炼好身体，还要设计好球杆。

Becky Anderson
Ballistic missile technology and rocket science. Nike’s doing the hard sell that it’s got what it takes to make quality equipment. The company expects up to 50% of its future golf retail sales to come from clubs. So there’s plenty at stake. Nike keeps its figures classified on how much it’s gambling on this venture. But the estimated $100 million 5-year tie-up with its key man, Tiger Woods, is an indication of what’s in play.

贝基•安德森
弹道技术和火箭科学研究。耐克正是将研究成果用运到高质量高尔夫装备的生产上，它自燃希望销售量节节上升。他们希望这些球杆能占有未来高尔夫销售市场50%的份额，这是在冒一个很大的风险。虽然耐克对他们进行这项风险投资的数额严加保密，但从他们与这项计划的核心人物泰格•伍兹的5年和做头合作投资额就高达1亿美元的情况看，耐克在这项计划中付出了不少心血。

And for a considerable sum, Nike handpicked renowned designer Tom Stykes who mastered the craft of clubmaking with the great Bella Hogan during the 80s. Skyes is a former bronco-busting cowboy so he knows how to hang on during a tough ride. This could prove his toughest yet as he tries to help Nike Golf break in to the top end of the market. Its prime retail space that’s being tightly held by Taylor Made, Callaway and Titleist for a considerable time. Nike certainly priced its clubs to tackle them head-on.

他们还投资了一大笔钱请来上世纪80年代设计贝拉•霍根球杆的著名设计师汤姆•斯泰克。他曾经是一位训野马的牛仔，所以他知道如何在激烈的商业竟争中位于不败之地，这也可以证明在他帮助耐克高尔夫用品闯入高端市场的时侯将是一个难以对付的对手。考虑到市场以被Taylor Made, Callaway和Titleist占领了相当长的时间，耐克当然会制定能够与之抗衡的价格机制以进入市场。

RICHARD GILLIS, EDITOR, SPORTBUSINESS MAGAZINE
It’s a market that they’ve tried to break into for a number of years by their traditional strongholds of shoes and clothes. They’ve experimented in terms of golf balls in association with Brustein. It’s an interesting move from their point of view compare it to Adidas’s strategy of buying into the market, effectively buying market share through Taylor Made. Nike doing it the hard way. And you’ve got to believe that they’re in it for the long-term.

理查得•吉尼斯，运动商业杂志编辑
多年以来，他们一直试图以传统的制鞋和服装为根据地进军高尔夫用品市场，他们已经与Brustein就共同开发高尔夫球方面展开合作。与阿迪达斯有效收购Taylor Male 获取市场份额的策略相比，耐克走择这步棋是很有深义的，耐克选了一条比较困难的道路，但人们也相信他们在这个市场上是有长远打算的。

Becky Anderson
Nike’s a long way off. Two years after launching its woods into pro shops and the company’s only just nipping at the hills of its rivals. But it’s got lofty ambitions for a double-digit share within the next couple of years. How important are the big name pros?

贝基•安德森
耐克还有一段很长的路要走。他们两年前就将自己的木制球杆投放到市场，而这些对他们的竟争对手来说不值一提，但耐克还是充满野心地希望自己的产品在接下来得几年里能够占到两为数的市场份额。而那些知名高尔夫高手的取向又对耐克的产品有多重要呢？

TOM STITES
These players are extremely important for a couple of reasons. First of all, the absolutely have to have the best products. And as an engineering designer that is extremely important to have access to these people. Second thing is that because they play and because they’re successful with the product, it basically validates the product to the consumer that Nike really knows what they’re doing.

汤姆•塞特斯
出于以下几个原因，这些选手非常重要：首先，高尔夫选手需要最好的产品，而作为一名机诫设计师能够与这些产品的使用者取得联系是非常重要的。第二，顶尖选手使用产品并通过产品能取得成功，这样从根本上向产品的消费者证明，耐克确实知道他们的需要。

Becky Anderson
Back to its key man, Tiger Woods, he’s not exactly set the golf world alightsince switching to Nike clubs last year. His performance in April’s Masters added to concerns that he’s not entirely comfortable with his new set. And Tiger’s crucial for credibility as Stykes says success validates the product to the consumer. But, Nike is spreading itself across the field. Other top players in the camp include Nick Faldo and David Duval. He won the 2001 British Open using Nike clubs. And South Korea’s young ace, Grace Park is a recent signing.

贝基•安德森
回来再说关键人物泰格•伍兹。自去年改用耐克球杆以来，确切地讲，他还没有把耐克市场带动起来。他在四月大师赛的表现增加了人们的担心--他对于新的器材还不是非常满意。至于泰格对产品的可信度的重要作用，正如斯泰克所说的，只有成绩才能向消费者证明产品的优劣。但是，耐克正在扩展这个领域，旗下的其他顶尖选手还包括尼克•法尔多和大卫•杜瓦尔。尼克使耐克球杆赢得了2001年度的英国公开赛。南韩的年轻选手格拉斯•帕克也在最近和耐克签约。

RICHARD GILLIS
When you go look at the golf market, it’s predominantly white, middle-class and male. Nike celebrated the product outside of those demographics, in the States particularly, to women, to urban males. Are they going then to stay at work? They’re using Tiger Woods. Let’s expand the market.

理查得•吉尼斯
纵观高尔夫球市场你会发现，这个市场的主要消费者是白种人的中产阶级男性。耐克要将市场拓展到这些人以外，特别是美国的女性和城市男性。他们的拓展仅此而已吗？不，他们使用了泰格•伍兹。让我们拓展市场。