Specific design needs to come into play for the female golfer. For example, women's golf clubs are an inch and a half shorter than men's -- that needs to be managed. On the carry side, a woman's shoulders are closer together, so the straps need to be engineered differently.

The female customer is used to a much higher level of detail and much more aesthetic.

I took it as a challenge. For us, the move to address the (Girl) market directly, head-on, really comes from demand. When females find a brand they relate to, it is important to design to fit their needs.

There's a much higher level of organization in our Girl line.

Golf has been used by presidents and presidential candidates for years. For example, President Eisenhower was the first president in office to really associate himself with golf. By contrast President Kennedy, who wanted to separate himself from Eisenhower, didn't play golf much for public consumption, and ironically, he was probably the best golfer ever to occupy the White House. He was able to break 70 and shoot in the low 80's on a consistent basis.

In golf putting, for example, it has to stay on the back of the ball through the stroke and dwell for 200 or 300m on the green, after contact. Most golfers do not do this consistently,