Woodworm, a UK-based cricket brand that has made a huge impact on the market since its launch four years ago, is moving into the golf sector with a range of apparel endorsed by the world’s #5 player, Ernie Els. With Ernie Els, who has signed a 5-year contract with the brand, Woodworm now has one of golf’s most well-known stars internationally.
Woodworm is in fact using the same clear strategy that it has pursued to make a name for itself in a less international sport like cricket. The brand seeks out the best available endorsee - in the case of cricket it was England’s most marketable assets, Andrew Flintoff and Kevin Peterson - and supports their fame with new and innovative product and plenty of promotional activity.
Woodworm claims now to be the market leader in UK junior cricket and is gaining market share rapidly at the senior level. Part of the company’s strategy is to initially attract younger players, who the brand hopes will remain loyal as they get older.
The brand name Woodworm came about when the father of company’s founder and chief executive, Joe Sillett, presented his son with a cricket bat he had found covered in mould and infested with woodworm. He had sanded it down and restored it, giving it a very unique appearance and suggesting to his son that he should make bats based on his unorthodox design.
It remains to be seen whether Woodworm will have the same impact on the golf apparel market which is highly competitive and full of new and innovative brands as well as many more traditional ones..
