At the close of the first day of the 2010 Masters, Fred Couples had shot 66 and was in the lead, but the world of golf was more interested in what he had on his feet.
“The craziness of Couples leading the Masters was a big moment, yet everyone was talking about what he had on his feet, asking if they were real golf shoes,” says Ecco’s head of global golf, Michael Waack. “People wanted to know if they were golf shoes, sneakers, or slippers.”
By Monday morning, ‘Fred Couples’ and ‘Ecco’ were the 11th most Googled words around the world. That unpaid publicity was worth $55 million by Ecco’s calculations. On eBay, the shoes were selling for $500, four times the retail price.
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