Sold: Bobby Jones golf brand
OMAHA, NE: Waitt Company has reached agreement to acquire all operating assets of the Bobby Jones brand from W-Diamond Group Corporation, a New York based company owned and led by Doug Williams and his family. As part of this agreement, the Jones family and the W-Diamond Group Corporation have agreed to provide Waitt Company a long-term license for the exclusive use of the Bobby Jones brand globally in connection with apparel, golf equipment and related products and accessories.
“Bobby Jones is an exceptional brand, and I am honored to have this brand associated with our organization”
Bobby Jones was one of the greatest golfers in the history of the sport and his name has always been associated with grace and dignity. The Bobby Jones brand of apparel and golf equipment represents quality, class and luxury, catering to men and women.
Waitt Company will operate the Bobby Jones business under a newly formed affiliate, Jones Global Sports, and will assume all global operations. Doug Williams will join the board of Jones Global Sports and assist in preserving and expanding the brand. The current president of Bobby Jones, Andy Bell, will be promoted to CEO of Jones Global Sports.
“The decision to partner with the Waitt Company on the Bobby Jones brand and business was a very important decision for the Jones family and me,” said Doug Williams. “I became aware of the Waitt organization through its purchase of Prince, and was attracted to the organization’s approach to brand and commitment to the people connected to building and protecting the value of a premium brand. After meeting with Dana Bradford a couple of times, it was clear to me the Waitt organization and all the resources at their disposal was the right fit for Bobby Jones brand, the Jones family and the legacy of Bobby Jones the individual. I wish all transactions were as easy as this one. The Waitt organization has a reputation for honoring everything it says and doing exactly what it says it will do. I am excited about the future of Bobby Jones, and look forward to continuing to assist Andy Bell and his team as a director of Jones Global Sports.”
“We are humbled by the trust the heirs of Bobby Jones are putting in us to protect and expand this premium brand globally in a manner consistent with the legacy of Bobby Jones,” said Dana Bradford, CEO of Waitt Company. “We look forward to moving the Bobby Jones brand forward in partnership with management. Andy Bell, Jesse Ortiz and the entire team have a tremendous passion for golf and pride in the Bobby Jones brand, and we are honored to be partnered with them.”
“The legacy of our grandfather is extremely important to our family, and we are confident the Waitt organization will provide the leadership and resources necessary to preserve and promote the Bobby Jones brand in a manner consistent with his legacy,” said Dr. Robert T. Jones IV on behalf of the Jones family.
“Bobby Jones is an exceptional brand, and I am honored to have this brand associated with our organization,” said Norm Waitt, Chairman of Waitt Company.
The Waitt organization has controlling ownership of other leading sports brands including Prince, Ektelon, Battle Sports, Viking and a series of smaller sports brands operating under an affiliate, Active Brands Company. In addition, Waitt has ownership in other premium consumer brands including Vornado, Judith Leiber, Adrienne Vittadini, and Taryn Rose.