Dive Summary:

• Perry Ellis is preparing to fully unveil a new e-commerce site dedicated to Callaway Golf Apparel.
• The site will include streaming video and social media integration to accompany the branded merchandise.
• Callawayapparel.com is currently available for U.S. and Canadian shoppers and will be available in Latin America by mid-November.

Dive Insight:

Perry Ellis and Callaway seem to be betting on new media to help build a unique brand persona and improve customer loyalty. The e-commerce site is constructed to showcase a variety of “new media” features centered on digital video and social media interaction.  "They are leaders in the golf apparel industry and we have utmost confidence that this new dotcom initiative will be successful and mutually profitable for both our companies. We look forward to seeing it unveiled,” said Mark Leposky, senior VP of global operations for Callaway.