I took it as a challenge. For us, the move to address the (Girl) market directly, head-on, really comes from demand. When females find a brand they relate to, it is important to design to fit their needs.

The female customer is used to a much higher level of detail and much more aesthetic.

Specific design needs to come into play for the female golfer. For example, women's golf clubs are an inch and a half shorter than men's -- that needs to be managed. On the carry side, a woman's shoulders are closer together, so the straps need to be engineered differently.

There's a much higher level of organization in our Girl line.

A targets and timetables approach will not work for us.

The first year was a challenge because only a few of us had ever seen a dance line before. We were very green. We took 17th place out of 17 teams the first year.