DORMIED Index
Last Updated: March 1, 2025 | Data from February 2025
What Does This Ranking Mean?
This ranking isn’t about sales or product quality—it’s about attention. Like the players themselves, golf brands are constantly competing for mindshare. They sign pros, partner with influencers, launch products, and make big marketing pushes to stay relevant.
The DORMIED Index tracks how well those efforts translate into online interest. By measuring search trends, brand engagement, and buzz, it reveals which brands are driving the conversation. A big brand might rank lower one month not because their products aren’t great, but because they’re not capturing as much attention at that moment.
For anyone interested in the business side of golf, this is a real-time snapshot of which brands are winning the marketing game.
Glossary
Previous Ranking — The brand's position in the previous month’s ranking.
Interest Change — The percentage increase or decrease in a brand’s online search interest compared to the previous month. A positive percentage indicates growing interest, while a negative percentage signals a decline. This metric reflects shifts in brand momentum driven by factors like product launches, player endorsements, or viral moments.
Interest Scale — A score showing how often each brand is searched relative to others. A score of 100 represents the most-searched brand of the moment, while 50 indicates half as many searches, and 1 reflects just a fraction of the leader’s interest.
RECENT POSTS
INDEX UPDATES
Golf has seen countless mergers and acquisitions over the past several decades, shaping the industry as we know it today…