BACKGROUND Nike Golf Nike began making golf shoes in 1986, and is now one of the most ubiquitous golf brands in the world, sponsoring a stable of the sports’ most recognizable athletes, including Tiger Woods. In addition to shoes, Nike is now known for producing some of the sports’ finest high-performance apparel, clubs, balls, and bags. CHALLENGE The main challenge for Nike was that the core site lived on a platform that hindered crawling and indexing. Employing best practices for site code, meta data, and other key technical elements, simply was not possible. As a result, Nike lacked search presence outside of traffic driven by brand and athlete oriented keywords. This conflicted severely with Nike’s initiative to reach a wider range of golf enthusiast and boost brand and product

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