Dateline: PGA Merchandise Show

February 05, 2007

GOLF and motorcycles, apparently they go together. A few years back, gear and bagmaker Ogio paired with Italian bike maker Ducati, and then Yamaha, in a pair of sweepstakes promotions. Now, it's Ahead's turn.

Originally, just a headwear maker, the company is looking to play up its premium caps and its more recent entry into the golf apparel category with a "Get A.H.E.A.D." promotion launching March 1 that will give away a pair of customized motorcycles. Dubbed "Greenie bikes" and designed by the staff at Ahead, the machines were built by TLC TV stars Paul Teutul Sr., Paul Jr. and Mikey of Orange County (N.Y.) Choppers.

The retro-style bikes, valued at $65,000 each, and sweepstakes details were unveiled Jan. 24-27 at the annual PGA Merchandise Show in Orlando, Fla. Oddly, perhaps, the program was among just a handful of promotions on tap in 2007 from golf marketers.

"Golf is a traditional industry, but we are not a traditional company," said Jim Keenan, marketing director at Ahead, New Bedford, Mass. "We wanted to do something different, something that would get golfers' attention."

One bike will go to consumers in a sweeps, the other to a retailer as part of a trade incentive. Golfers can enter online at aheadweb.com through Sept. 24. Ahead will pick a winner on Oct. 1. POP at more than 3,000 trade accounts, a tie-in with Golfweek-TV.com, direct e-mails and online ads will tout. The bikes will tour the country, hitting key retailers. Ahead is eyeing 1 million-plus entries. Secondary prizes include pro shop gift certificates. "There's also a viral aspect," said Keenan. "If a golfer gets 10 more consumers to enter, that person gets 10 extra chances." Marden-Kane, Manhasset, New York, handles.