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Titleist Performance Institute
01 The Opportunity
When Titleist Golf completed the incredible renovation of their Oceanside, CA Test Facility in 2003, The Titleist Performance Institute was born. Since then, the facility has become the most advanced, most comprehensive and most sought-after destination for professional players and amateurs alike who are looking to take their game to the next level.
At the Titleist Performance Institute, professional golfers are put through an array of tests that generate a “total picture” of their body, swing and equipment. Comprehensive analysis of each players biomechanics, physiological strengths and weakness, nutrition, equipment and golf swing are tested to create a profile for each player that can be tracked and monitored over time. The player specific programs that TPI develops optimize performance even for the most talented and conditioned professional athletes.
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One of the unique aspects of TPI is what’s called the TPI Experience. Amateur players can visit TPI and go through the battery of tests usually reserved for the world’s best professionals. The founders of TPI wanted this experience to be a once in a lifetime moment for the amateur golfer. This would be their chance to experience everything the professional golfer experiences when visiting TPI. To enhance the experience, the staff at TPI wanted to create a line of products that visitors to the Institute would receive and that would encompass the high-end brand that had been created.
Titleist golf has long tradition of creating performance oriented golf equipment for the game’s best payers. When Thread Designs was commissioned to design, manufacture and fulfill the new line of apparel and accessory products for TPI, this long tradition of excellence needed to be matched.
The products needed to be of the highest quality, performance driven, cost effective and most importantly, they needed to maximize TPI’s brand. The color patterns and fit needed to be progressive but also needed to match the demographic of TPI participants. In addition, the accessory products needed to blend seamlessly with the apparel and form an integrated product offering worthy of the type of clientele attending the Institute.
02 The Result
Using the new corporate identity that Thread created for TPI, Thread set out to design a line of workout apparel that matched the look and feel of the TPI brand.
Each garment was designed using a color scheme that was native to TPI. Moisture wicking and Quick-Dry functions were built into the product line to enhance fabric performance and to allow for use regardless of activity. Each garment had the highest attention to detail given to even the smallest of embellishments resulting in incredible branding.
The accessory line has been a resounding success. The travel bag and gear bag are perfectly matched to the apparel and to the users demographic. The quality of these items rivals even the most expensive retail luggage for a fraction of the cost. The products deliver a perceived value that is commensurate with the TPI experience but that is extremely cost effective.
Thread has continued to design and manufacture the TPI Experience products every year since 2003. There has been such a demand for these products from individuals who have visited TPI and through the TPI website, that Titleist has now announced full retail distribution beginning in the fall of 2007. This is a new, significant undertaking for Titleist and Thread is proud to have earned the right to design and manufacture this new line. Numerous competitors vied for the right to design and manufacture this line but Thread was selected though superior design, quality, service and long track record of success.
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