The "Golf Gods" consisted of golf pros like Phil Mickelson and Vijay Singh elevated to superhero status - each possessed with powers inspired by the unique attributes of the sportswear. TV spots, the company website, print ads, and even a limited edition run of trading cards were created to saturate the market and reinforce the line's identity. Trade publications and the NY Times devoted columns to the fresh and entertaining approach employed to what was up to that point, a staid and predictable advertising realm.