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Chemistry Tees Off With Legacy Golf Brand RAM

Venture capital firm pureplay brands, a division of Chicago-based Hilco Consumer Capital, recently acquired legacy golf brand RAM and has engaged chemistry to reposition it for the global golf and lifestyle consumer goods markets.

RAM has enjoyed a worldwide reputation as a value brand, but is ready for a refresh in the face of a rapidly changing customer demographic. As a sport, golf is expected to undergo a period of explosive growth with boomer s(45-65) and juniors (12-25). As an affordably priced equipment brand, RAM has enormous potential for adoption by entry-level players of any age.

Pureplay has signed an exclusive deal with sporting goods retailer The Sports Authority for distribution of RAM across the US. Similar deals with countries in Europe, Asia and Australia are underway.