Last week Callaway announced the purchase of TravisMathew for $125.5 million in cash.
Make no mistake, this is a win for Callaway, who immediately fills a gap in its business, acquiring a mature golf lifestyle brand that boasts broad demographic appeal.
As with any corporate transaction, excitement over the acquisition may be tempered by how things might change for TravisMathew, a company we've followed and largely admired since its launch in 2007.
For what it's worth, Callaway's press release indicates TravisMathew will continue to operate out of its Huntington Beach, California headquarters, and from afar, both companies seem to share a similar ethos and 'why' factor.
Here's hoping this deal will allow TM to stay true to its creative roots while expanding its reach through Callaway's formidable channels.
For more detailed analysis of the deal, read Rick Young's article on ScoreGolf.com.