• Advertising Age, Monday, December 5, 2011 9:20 AM

Golfing great Arnold Palmer has global licensing and endorsement deals that are as strong as they were back in the 1950's. Now, Arnold Palmer Enterprises is in the midst of a branding review with the aim of reaching a generation of fans who weren't even born when he was on top of his game. "We're at a crucial point in Mr. Palmer's career," said Cori Britt, VP-Arnold Palmer Enterprises. "We're looking forward to ensuring the Arnold Palmer brand is positioned for success 20, 30, 40, 50 years from now." 

New programs feature a youthful Palmer from the 1960s to capitalize on the retro movement driven by the likes of the hit TV show "Mad Men." Among the projects in the pipeline are a new clothing line featuring styles Mr. Palmer wore decades ago that seek to recapture the spirit that this year vaulted him onto GQ magazine's list of "The 25 Coolest Athletes of All Time."

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