Nina Caldwell
Cobra Golf is a leading manufacturer of golf equipment, producing a full line of golf clubs (minus putters) and accessories such as golf bags. The company was founded in 1973 by Thomas L. Crow, an Australian amateur golf champion. Over the years, Cobra has become synonymous with game-improvement clubs and innovative designs, such as being the first to offer graphite shafts as stock options. In 2010, Cobra Golf was acquired by Puma, and it is now a subsidiary of the sports apparel and footwear company. Greg Norman, a top-ranked golfer, was once a part-owner of Cobra Golf, acquiring a 12% stake in the company for $2 million and helping to design its first line of forged irons.
| Characteristics | Values |
|---|---|
| Current owner | Puma |
| Previous owner | Acushnet Company |
| Year acquired by Puma | 2010 |
| Year founded | 1973 |
| Founder | Thomas (Tom) Crow |
| Founder's nationality | Australian |
| Founder's background | Winner of the 1961 Australian amateur golf championship |
| Founder's motivation | To make great clubs at a fair price |
| Founder's initial focus | Golf clubs (excluding putters) and accessories |
| Founder's previous employment | Precision Golf |
| First major product | The Baffler |
| Notable innovations | First US-based manufacturer to offer graphite shafts as standard; first major company to offer a full set of oversized irons; developed autoclaving manufacturing process to strengthen graphite shafts; developed Airweight shaft, the first graphite shaft weighing less than 50 grams |
| Notable endorsers/part-owners | Greg Norman, Hale Irwin, Beth Daniel, John Daly, Ben Crenshaw |
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What You'll Learn
Cobra Golf was founded in 1973 by Thomas Crow
Cobra Golf's first major product, the Baffler, debuted in 1975 and was one of the first utility clubs on the market. The Baffler was a state-of-the-art club that could be hit from a wide variety of lies thanks to its unique railed sole design. This technology is still being used today in Cobra's new Speedzone fairway woods and hybrids. By 1980, Cobra Golf was selling about $4.5 million worth of clubs annually.
Over the years, Cobra Golf became known for its innovative designs and game-improvement clubs. In 1985, it became the first United States-based equipment manufacturer to offer graphite shafts as stock options in woods and irons. In 1991, Greg Norman came on board as a partner and endorser of Cobra, investing $2 million in the company. Norman worked with Crow to design Cobra's first set of forged irons, and his endorsement helped to boost the company's profile.
In 1996, Cobra Golf was acquired by American Brands Inc. (later known as Fortune Brands) and was grouped together under the Acushnet Company umbrella. In 2010, Acushnet sold Cobra to Puma, and the new company was named Cobra-Puma Golf. Today, Cobra Golf continues to be a leading designer, manufacturer, and marketer of high-quality golf clubs and accessories, with a focus on innovation and improving the game for all golfers.
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The company was bought by Puma in 2010
Cobra Golf, a leading manufacturer of golf equipment, was bought by Puma in 2010. The acquisition was made through the Acushnet Company, which owned the Titleist and FootJoy brands. Cobra Golf, founded in 1973 by Thomas L. Crow, an amateur golf champion from Australia, had previously been acquired by the Acushnet Company in 1996.
Puma, a well-known sports apparel and footwear company, added Cobra Golf to its portfolio, making it a division within the company. Cobra Golf is known for its innovative golf clubs and equipment, such as the Baffler, which was introduced in the 1970s and became a popular line of utility clubs. Over the years, Cobra Golf has been dedicated to creating clubs that are accessible to a wide range of golfers, including ladies and seniors.
The acquisition by Puma allowed Cobra Golf to leverage Puma's brand recognition and resources to further develop and market its products. It provided Cobra Golf with access to a wider audience and the opportunity to collaborate with other brands within the Puma group. Additionally, it enabled Cobra Golf to benefit from Puma's expertise in sports apparel and footwear, potentially expanding its product offerings.
The acquisition also aligned with Puma's strategy to expand its presence in the golf industry and enhance its reputation as a comprehensive sports brand. By acquiring Cobra Golf, Puma gained access to a well-established golf equipment manufacturer with a strong reputation for innovation and quality. This move positioned Puma to compete more effectively in the golf market and strengthen its position as a leading sports brand.
The acquisition of Cobra Golf by Puma in 2010 marked a significant milestone for both companies. It allowed Cobra Golf to benefit from Puma's resources and brand value, while Puma established a stronger foothold in the golf industry. This partnership continues to shape the golf equipment market, with Cobra Golf's innovations and Puma's support driving the development of new products and technologies for golfers worldwide.
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Cobra was previously owned by Acushnet Company
Cobra Golf, a sports equipment manufacturing company, was previously owned by the Acushnet Company, a wholly-owned subsidiary of Fortune Brands, Inc. Cobra was acquired by Acushnet in 1996, and this acquisition made Cobra a sister brand to Titleist, which was also owned by Acushnet.
The Acushnet Company strategically positioned its two major golf brands, with Cobra focusing on recreational golfers and game-improvement equipment, while Titleist was aimed at lower-handicappers. Cobra's dedication to the average golfer, particularly ladies and seniors, made it the first US club manufacturer to sell stock graphite-shafted woods and irons, which are known for being lighter.
Under the ownership of Acushnet, Cobra continued to innovate and expand its product offerings. In 1994, Cobra introduced the King Cobra line of irons, which became a huge success, accounting for about 75% of the company's sales within a year. The company also ventured into apparel by acquiring Cumo Sports in 1994, allowing it to develop and market its own clothing line under the respected Cobra name.
In 2010, Acushnet sold the Cobra brand to Puma, a well-known sports apparel and footwear company. This sale resulted in the creation of Cobra Puma Golf, with Puma acquiring 100% ownership of Cobra Golf. The transition to Puma ownership further solidified Cobra's position as one of the leading manufacturers of golf equipment, known for its full line of golf clubs and accessories.
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Greg Norman was a previous part-owner
Cobra Golf is a leading golf club and equipment manufacturer, known for its superior-quality, high-performance products. The company was founded in 1973 by Thomas (Tom) Crow, an Australian amateur golfer and champion. Cobra was first established in California, where Crow moved from Australia to start the company.
Greg Norman, also an Australian golfer, was a previous part-owner of Cobra Golf. In 1991, Norman came on board as an endorser of Cobra, in exchange for partial ownership of the company. He bought 12% of the company for $2 million, and his endorsement was considered a huge success for Cobra. Norman worked with Crow to design Cobra Golf's first line of forged irons, the Norman Signature CB and MB Forged Irons. Norman also helped to develop the KING COBRA Steel Driver, which he used to win the British Open at Royal St. George's in 1991, the first Major Championship won with Cobra Irons.
Norman's initial 12% stake in Cobra grew in value to $40 million when the company was acquired by a larger company five years after his involvement. The larger company that acquired Cobra Golf in 1996 was the Acushnet Company, a wholly-owned subsidiary of Fortune Brands, Inc. (then known as American Brands Inc.). This sale made Cobra a sister brand to Titleist, which was also owned by Acushnet.
While Greg Norman hasn't had an ownership stake in the Cobra brand for many years, he continues as a "brand ambassador." In 2010, Acushnet sold the Cobra brand to Puma, a well-known sports apparel and footwear company. Cobra Golf is now a subsidiary of Puma and is no longer owned by Greg Norman.
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Cobra Golf is based in California
Crow's first major product was The Baffler, which debuted in 1975 and is still brought back by the company periodically. Cobra was the first United States-based equipment manufacturer to offer graphite shafts as stock options in woods and irons in 1985. The company also developed the autoclaving manufacturing process, which allowed for the strengthening of graphite shafts.
Cobra Golf was acquired by Puma in 2010 and is currently a subsidiary of the company. However, it has had several owners over the years, including Greg Norman, who bought a $2 million stake in the company in 1991 and became a part-owner. In 1996, Cobra Golf was acquired by American Brands Inc. (later known as Fortune Brands), and was grouped under the Acushnet Company umbrella. Today, Cobra Golf continues to innovate and is known for its high-quality golf clubs and equipment.
Cobra Golf's website offers a dealer locator to assist customers in finding retail stores, and customers can also make purchases directly on the website. The company has sponsored several professional golfers, including Geoff Ogilvy, Ian Poulter, and J.B. Holmes, and its products have been used by major champions such as Hale Irwin and Ben Crenshaw. Cobra Golf is dedicated to building the best golf clubs and equipment, and its presence in California, the heart of the golf industry, has undoubtedly contributed to its success.
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Frequently asked questions
Cobra Golf is currently owned by Puma.
Puma acquired Cobra Golf in 2010.
Before being acquired by Puma, Cobra Golf was owned by the Acushnet Company, a wholly owned subsidiary of Fortune Brands, Inc.
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