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“Patrick Cantlay won $15 million using golf equipment that is up to seven years old” — Geoff Shackelford (www.geoffshackelford.com)

Once the Ryder Cup is behind us all signs point to the distance discussion heating up and Golfweek’s David Dusek added some fun grist with this story on Patrick Cantlay’s bag.

It seems the FedExCup winner is playing old stuff which is the endorsement industry equivalent of stepping on the first tee with dirty toilet paper stuck to your shoe.

In most other worlds it would be a compliment that something made not that long ago was still so functional it delivered a $15 million payday for its user. Heck, most timeless brands take pride in the timelessness of the product.

But this it a planned obsolescence business driven by appeasing perceived Wall Street demands and the whole permanence thing is bad for business. Always something to remember as the whining begins this fall about stifled innovation , the end of growing the game, infringing on the rights of athletes, blah blah blah…

It’s quite a sob story until you realize someone played great golf with what most manufacturers consider antiquated equipment.

Yet if they were offered some bifurcation to free up the opportunity to innovate? They won’t like that either.

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