Altius Golf and the Fighter Brand
Altius Golf was without a doubt the market leader in the in the production and
sale of golf balls. While the vast majority of the other companies sold golf balls as a
secondary product to their main product, the golf club, Altius Golf was dedicated to the
high quality manufacturing of golf balls. Before the year 2008, the company was
responsible for nearly 60% of the ball industry revenues. While they did have some mid-
quality balls, the company’s focus was on their premium ball, the Victor TX line.
Unfortunately for the company, interest in golf has greatly declined in the last decade.
With fewer serious players, there are less people more willing to pay higher prices for a
premium quality ball. As a result, Altius Golf had started to lose its market share to other
companies due to their marketing innovations, campaigns, and most importantly more
