by JAMES ACHENBACH
Senior WriterMore a snoozing dwarf than a sleeping giant, the 2007 PGA Fall Expo emerged as a modest gathering Sept. 11-12 that was full of eye-popping surprises in the golf equipment arena. The Fall Expo is a distant cousin of what once was the popular PGA West Coast Merchandise Show, and it showed distinct sparks of revival here in the land of the cash-loose and chore-free.
The golf business has changed dramatically since the heyday of the West Coast Show in Long Beach, Calif. Golf companies no longer unveil products on a predictable schedule, and many major manufacturers long ago have forsaken the Fall Expo.
Still, with considerable help from Nike, a golf club storm swirled itself to life in the Nevada desert. Nike came to Las Vegas with an army of new clubs in a variety of uniforms – IC putters are green, including the grip, shaft and head; Sumo irons have a mellow yellow polymer insert in the back cavity; otherwise basic black dominates the Nike lineup of clubs and shafts as the brand starts to move away from the in-your-face yellow that helped it gain recognition.
In one of the largest one-time introductions of golf clubs, Nike 2008 model clubs on display at the Fall Expo included two new drivers, three new iron sets, two new hybrid models, new fairway woods and a new family of putters. Nike will split the official shipping date of the clubs into two segments: Most will ship the first week of November, and some will be available in February.
The show stopper? In February consumers will get their first look at a Nike Sumo2 driver that no longer sounds something like a garbage can lid dropping on concrete.
“The new one definitely has a more conventional sound,” said golf professional Jon Spatz of Reflection Bay Golf Club in Henderson, Nev. “It is much better. (During) demo days at our club, there were many people who had trouble getting used to the sound (of the original Sumo2). I’m glad Nike has done something about this.”
Nike changed the sound by using a forged titanium crown instead of the graphite composite crown featured in the original.
Nike officials, concentrating on the November launch of other clubs, later said the driver should not have been shown at the Fall Expo. They blamed the mixup on exuberant sales reps.
The pear-shaped Sumo driver, used by Tiger Woods and several PGA Tour players, also has been updated for 2008 and will be available in February, along with the new Sumo2.
According to company employees, both drivers have a higher moment of inertia (resistance to twisting) than the models they are replacing. Both sport a matte black clubhead rather than the gloss black of the originals.
Although Nike has not released photos or information, the new drivers are expected to carry the same suggested retail price as the first generation Sumo and Sumo2 – $359 for the Sumo, $479 for the Sumo2.
Here’s what consumers will see in November:
• Sumo irons are smartly designed game-improvement irons that don’t look like game-improvement irons. Skilled players probably will try them as well. The hallmark of these irons is said to be a higher trajectory with great feel. MSRP is $799 with steel shafts and $999 with graphite shafts (4-iron through approach wedge).
• Sumo and Sumo2 hybrids. That’s right – square hybrids. MSRP is $179 in graphite (both models) and $159 in steel (Sumo only).
• Slingshot 4D irons are a totally reconfigured third generation of the popular Slingshot iron. MSRP: $699 in steel, $799 in graphite (4-iron through approach wedge).
• Five IC putters are designed to increase a golfer’s focus on the aim line, or alignment guide. The putters are totally green, except for the white aim line. MSRP is $159.
Along with the the Sumo and Sumo2 drivers that will be unveiled in February, there will be Sumo2 fairway woods and a Sumo2 iron set containing four hybrids (4, 5, 6, 7) and four irons (8, 9, P, A).
Top-Flite’s backWrestling for attention in this Sumo frenzy at the Fall Expo was the reemergence of the Top Flite brand in the affordable club category.
Callaway Golf, owner of Top-Flite, turned loose its top club designers on the Top-Flite project and ended up with clubs that look a lot more expensive than their price tag.
“We’re bringing a brand back, and we’re excited about it,” said Paul English, director of brand management for Top-Flite. “There are so many consumers that want a high-quality product at a great price. We want to connect with them. Just because it’s below $500 doesn’t mean it’s junk.”
By October, golfers should be seeing three boxed sets that include a driver, at least one fairway wood, hybrids, irons, putter and bag.
The XL set for men, with a mixture of graphite and steel shafts, has an MSRP of $239. The women’s XL set is more expensive ($299) because all the shafts are graphite. The XL 5000 set, with an MSRP of $359, includes higher quality clubs and an extra fairway wood.
In addition to these sets, Top-Flite is featuring a D2 set that will be displayed on racks in stores. The driver is titanium rather than steel, and higher quality components are used. MSRP is $479.
Then there is the IHS, or Iron Hybrid Set, that includes two hybrids (3 and 4) and six irons (5-PW). A vibration dampening system has been added to the irons. MSRP: $299.
The unique AHS, or All Hybrid Set, includes nothing but hybrids – 3-hybrid through pitch-hybrid.
This all-hybrid set looks appealing – the clubs are distinct iron hybrids, not wood hybrids – and they probably will get some attention from lower-handicap senior players. MSRP: $539.
In marketing the new sets, Top-Flite is attempting to link the club models with golf ball models. The company’s best-selling D2 ball, for example, will be recommended for those who play the new D2 clubs.
It’s the FYbridNot to be lost at the Expo was Wilson’s sensible attempt to bridge the gap often created when golfers mix hybrids and irons. To accomplish this, Wilson has introduced a word to its golf club vocabulary – FYbrid.
Earmarked for shipping in October, the Wilson FYbrid family will include three hybrids (3, 4, 5), two fairway woods (3, 5), and an FY club that fits between the hybrids and fairway woods.
Many golfers have found that a distance gap exists between a 4-hybrid and 5-iron, and the FY is designed to solve that problem.
Individual clubs from the FYbrid family cost $199. Wilson also has a new $399 driver called Spine that has two large scoops in the crown and is designed to increase MOI.
Viva, Las Vegas. Forget the showgirls; cheer the golf clubs.
Posted: 9/24/2007
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