Why I Play Golf...

The great man, Bobby Jones. Better than Tiger. Honest.

It's the evening of the final major of the year, the USPGA (the red headed stepchild of other majors), and i'm about to settle in and see whether Tiger can win another to close in on Mr Nicklaus.

And, I thought - amidst all the nonsense I wang on about brands, I thought I'd write a piece about just why I like the sport so much.

And God knows, I do. I've played ever since I was 14, when I watched my father get into it around the time of his 50th birthday. That was 11 years ago, and my interest has waxed and waned depending on how well I was playing. But I still return to it. And now, based in London, I feel the need to play more than ever. Absence makes the heart grow fonder and all that.

I've always been moderately competent at sport (or cheerfully mediocre). I've got reasonable hand eye co-ordination, and can usually be relied upon to give someone a game of football, tennis or badminton. But as time goes on, I find all of them lacking a certain something when I play. I mean, I love to watch football in any form, along with tennis - some of the things the pros can do really fascinates me. To watch, football is still my favourite, just because when it's played with any degree of skill, there's a lot more artistry to it than any other sport. The likes of cricket and rugby can be exciting, but there's not the constancy of football.

Now, when it comes to playing, it's got to be golf. I still remember going down to the driving range with my first club (a slightly too small 7 iron, as it turned out), and thwacking balls. It was in no way as intuitive as tennis, where I was able to return without really thinking about it. When it came to golf, you really had to think about your grip, your setup and concentrate on making good contact. And so, with a mixture of tops, thins, slices and hooks and, now and then, missing the ball, I worked my way through 90 balls.

God, that was bloody frustrating. But it was also exhilarating; when I saw my little yellow ball (range balls are frequently scrubbier/yellower/not as good as normal course balls) flying to the 100 yard marker, I felt a sense of achievement I just didn't get outside of scoring a goal in football - and even then, it wasn't quite the same; who knew if you'd do anything like as well with your next swing?

And, looking around, you saw a mixture of ages, sexes and athletic abilities doing exactly the same thing. People who would quite obviously have been bloody fantastic at the usual sports were bloody AWFUL at golf. And this was interesting to me. A chance to be good at a sport which was as much played between the ears as anything else.

So I embarked on a series of lessons. Lessons which taught me how to hit the ball with some degree of competency, and finally prepared me to hit the course with my little half set.

And, as you'd expect, round a proper 18 hole course, with my first go - I worked up a cricket score. I remember most of the shots in that 110. And you'd have been forgiven for thinking I should have thought about giving up; but no - one of the truly wonderful things about golf is that no matter HOW badly you play, there's always one shot to give you hope for next time, to make you think you should be able to play like that all the time. For me, it was a 5 wood to within 10 foot on a par 3, which I parred. I was hooked.

Golf allowed me to meet up with various people, to play lots of different courses - way before advertising was amazed about 'communities', I was part of an online golf messageboard (yes, sad bastard, I know), and met some of the guys and played with them.

As I got better, I became more competitive, but it wasn't with a person. It was me versus the course. Golf is the only sport where one moment can entirely unravel your day; where a duff iron shot can cost you nine shots on a Par 4, where your carefully planned round can fall apart.

And, of course, my patience with it came and went. I have quit, vowing never to play again, several times. I swear, I mentally beat myself up. But I keep coming back. Why?

Well, it's not just the one perfect shot. When i'm out on a golf course, I feel more at peace than anywhere else. I love the countryside, and walking around, soaking up the beautiful scenery whilst playing with some degree of skill, and just talking to my playing partners. More often than not, it's my father, and we swear and moan our way round, as well as chatting about how well things have gone.

Crucially, I think I love it because of the imagination involved. Every shot is completely different. The skills required to hit a 7 iron off a good lie are completely different to hitting a low, hooking chip and run from behind a tree. You have to be able to think and plot your way round. What's the wind doing? How does the lie look? What would make the most sense - should you play out sideways or go for it?

It's why so many of the top players have such complex pre-shot routines. You have to be able to imagine these things coming off, in a way you really don't for tennis or badminton, or rugby and football - it's too quick. Whereas in golf, you have time to assess your lie, to think about all the things that could go wrong in your swing (and believe me, there are a lot), and be put off by things around you.

I also (and this is the middle class Englishman in me) love the etiquette inherent in the game. There's so much respect. You don't stand in your opponent's line of sight, you rake bunkers, you replace your divots/holes in the ground after you've played. You praise good shots. You don't make noise when other people are playing. You attend the flag/pull it out for your playing partners. You show respect for the course and for others. No other sport has such levels of respect, and I'll include cricket in this. It's not so much a part of the fabric of the game, right through to the highest level. In no other sport can you call a penalty on yourself, and the pros do.

Then there's the 19th hole (or pub, to the uninitiated), where your round is endlessly replayed and talked about. Which will, I'll be honest, bore any non golfers - along with watching golf on tv - which, if you've never played, is about as enjoyable as watching grass grow.

Yes, there's a lot wrong with the sport - the sexism at certain clubs, the exorbitant price of playing, the slightly over the top dress code (though any sport which insists on a collared shirt being worn is frankly doing the world a favour - no-one wants to see 40+ year old men in football shirts) and the snobbishness. But that's getting better, in my experience.

The sheer pleasure of walking 18 holes, of all the little dramas that come and go in the course of one hole (never mind 18), the camaraderie, the continual thought process of each shot, and the beauty of wandering around beautiful countryside is why I play.

Anyway. I'll get back to seeing if Tiger can hold off Paddy. Let's see.

Adidas or Nike?

I've never owned a pair. Lovely though. Via davesneakers. Usual rules apply.

Which side are you on?

Words to live by, via the Dropkick Murphys.

Nike v Adidas is kind of like this. Sure, there are pretenders. Your Reebok, K-Swiss, Converse or New Balance.

But none come close to the main rivalry. I've had friends who were so strongly Nike it hurt. I think for Seb, it'd be like i'd slapped his face if I told him Adidas were better. I think the same applies to Age.

Both of these guys are about my age (*coughs* older), with vaguely similar interests and within the same professional world. But I completely and utterly disagree with them as to who is the 'better' brand.

I love Adidas. Always have, and recently, it's turned into a bit of an obsession (my new ones, sniped off ebay are here). I love the professionalism, the styling, the sports heritage (they are strong supporters of football, tennis and golf, the three sports I most enjoy watching and playing).

Nike, for me, denotes basketball, running (no thanks) and a different culture all together. Those of you who have met me will realise i'm about as far from being 'street' (or 'urban' or whatever the kids call it) as it's possible to be - I even helped organise a tweed meetup last Friday.

And it's strange, no about of communication will really change how I think. I love the new Nike 5 a side work W&K have made:



Well done Doug and co (also, check out the Rooney nutmeg on youtube, it's genius). The work manages to capture just what I love about football, and about how it can be so social, yet so competitive, even for the bigger players. I love the old Parklife spots for Nike as well, and the 'Eric 1966' print work:

Despite these being wonderful spots, I still love Adidas more. I admire Nike, but I buy Adidas. I trust that the Germanic precision applied to my trainers will mean even someone of my limited talent will be able to kick a ball like Muller or Beckenbauer (or at least, give me a fighting chance). Plus Stevie G wears them, so it's good enough for me.

Adidas have just launched a new website too, which amalgamates all of their content in one place. I like the football spots, and the little interactive Liverpool bit I fooled around with. I think, in its way, it communicates WHY people like football, though I do wonder about uniting the originals content (which, like Nike's hip hop allegiances - features artists who love/have customised Adidas).

To be honest with you, when it comes to how i'd use the site - I don't care about the originals/hip hop bit. It's nice, but i'm more interested in the sport. I'm sure others will be, and Adidas do well when they use their 'straight' trainers and embed them in popular culture, though I'm sure Run DMC helped a lot. Heh.

Perhaps what i'm trying to say is that I view Adidas as professional, with a real history. Nike seems to me to have that for running, but not for football. Now, it got me thinking - what would cause me to switch to Nike? What would they have to do, or how could Adidas strengthen the bond?

I'm not a fully paid up believer in Gladwell esque Mavens, but I do think both brands could do a lot worse than using their trainer heritage (and 'something from nothing' mentality, if you check out their histories - do, it's worth a read) to help others realise their goals. Not just big sportstars, and not just 'fashionable' sportspeople or celebs (though those are naturally, important).

Again, though I think defining a brand in one word is largely bollocks, for me - if Adidas is all about professionalism, and Nike is all about perseverence, what does it mean? Well, if Adidas values professionals, why doesn't it do more in this area? I like the fact they sponsor Garcia and Goosen, two of the more expressive and thoughtful golfers on the circuit - and that the footballers they get into bed with tend to be the more Germanic, sparing variety. Could they not run initatives off their new site in some way?

You could see how it could apply for Nike as well, and something like Run London came closest to putting this perseverence into practice. Amateurs may never be pros, but they can damn well train and try like them. What happened after? Did they capture the stories of people north and south of the river? How has it changed their lives?

In short - I prefer Adidas to Nike, and like what both brands have recently communicated to me. But to both - deepen the relationship. I love 5-a-side, but i'm not sure i'd sign up for the Nike event (i'd get blown away), nor order a customised football shirt for Adidas, much as I had fun shooting at Pepe Reina.

How about you? Which side are you on? Why?

Resolution Taggage..

Not mine. Though I like 1 and the last statement. Via Gillian. Usual rules apply.

I've been tagged again in one of those meme things. (Have actually been tagged in 3 odd, but sod it, this'll answer them all, hopefully) by Nick.

So then, shall I answer this personally, or about work? Ah, I'll do both. Starting with worky stuff...

1) Write an APG Paper. If I was entirely honest with myself, i'm not as left brained as i'd like to be. So, being commended by Marketing Week for an effectiveness paper I cowrote for one of my clients was very pleasing. So, I need to get one out for the APG, and I have an idea of what it might be, if the project moves quickly enough...

2) Get back into the habit of writing strategic 'sentences'. One of the things I used to do at United, which I've not really done at Lowe, was to pick a random brand, have a think about what their business or category problem was, write their brand position, their promise, and the brand idea arising for that. NOT a proposition, it could serve as an endline, or just a tone of voice for the brand to think about. It was all Richard's doing, and I really liked it. I had moleskines full of these, and they were always good for getting the juices going.

3) Do one cultural thing a week. Whether it's the Saatchi Gallery across the way, or the Tate, I need to keep expanding my mind. I'm not much of a scrapbook person, but getting as many different experiences as possible is always a good thing. Likewise, I went to the Nutcracker recently and loved it - I should try to see more ballet this year.

4) Continue to think beyond advertising. It's oh so easy to think, working for an ad agency which has such a good reputation in creating big, largely TV led campaigns, that that's what we should be doing. Unquestionably good for a lighthouse effect, it's not always the right idea, no matter what overzealous clients/media agencies/agency teams think. We've bought a stake in a new digital agency, have some interest in PR, and I think the future's bright. No excuse, really. :)

5) Continue to develop AdGrads. We've built a great community, have been chuffed to have the support of BrandRepublic and others, and to have met some really cool folks along the way. We'd relish the opportunity to speak at a few Universities, to link up with some programmes abroad (such as VCU et al) and to continue to be as useful as possible. We're in this because we think advertising (and comms in general) needs to improve its recruitment policy; especially if it wants to remain competitive in the long run.

6) Not become a comms wanker. Sometimes this one is harder than it seems - but damned if i'm going to suggest media ideas which are just London focused, use bullshit bingo terms, pretend the south east is the centre of the world (or the UK ad scene, for that matter) or swallow new trends hook line and sinker. I may sound like a Surrey schoolboy, but not talking (too much) bollocks is part of my Midlander USP. ;)

Now for some 'others':

1) Write more. And by that, I don't mean blogging. I mean begin to write fiction again. I've got a lovely new place, and when I've bought a good writing desk (suggestions, anyone?), I should really write more. Being by the Thames will help, I think. I find water very inspiring (as opposed to the grimy nature of Old St), and I have no excuses now.

2) Get back into the habit of gyming. I play 5-a-side football once a week, but it's not enough. I don't particularly want to look like Daniel Craig, just less like an elastic band.

3) Start playing golf again. It's expensive, it's time consuming, it drives me insane and makes me angry, but I love it. I hear there's a course in Dulwich, and a range in Croydon. Will be sampling both soon enough...

4) Attempt to play an instrument (guitar probably). Not Guitar Hero, but I'd love to learn to play something. And not annoy my flatmates. No idea if I have any talent, but i've always been told I have the fingers of a pianist, so I should learn something, just to see if they help...

5) Save more cash. Setting myself up in my new flat/going to Oz (post forthcoming on that bad boy) hasn't helped, but putting some money away for a house/flat is probably a good idea. That, or winning the lottery...

Phew. I tag Seb, Nina, Lauren, Angus and Sammy I.