I agree the market is controlled by a few big names but that is why I think tossing another top dog into the mix may be worth while. As I see it, Nike sells because of TW, what's going to happen to Nike when TW retires? That is up in the air in my mind. Adidas is a contender and UA is big because they made their own way into the field.
FJ is a well established golfers brand that dominates certain aspects of the game (specifically shoes). The credibility already gained by FJ should, IMO, make it easy for retail shops to scoop up their new gear.
I think FJ is such a credible brand, I could sell Jello with their logo on it! :)