Word: callaway
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...hottest areas of innovation is in clubs for women, who now make up nearly a quarter of the 24 million golfers in the U.S., with young women becoming the fastest-growing group of all. So when Callaway and Nike, two of the leading golf-equipment manufacturers, recently released new clubs designed specifically for women, I couldn't wait to take some test swings...
Most women's clubs have been simply men's sticks with lighter shafts attached or done up in pretty colors. But when I tried out Callaway's new irons at my local range, I was immediately struck by how different they looked and felt. Instead of a thin base, the i-brid, as it's called, has a broader, flat sole that can sit on the turf only one way--the right way, at the angle that virtually guarantees the ball will get into the air. "With the i-brid, you make a regular swing, and you get loft...
...colorful clothes turn to black and white (which is a very cool effect, if you don’t value your eyesight) get the hell away from that screen. For once, the duo that makes up Gnarls Barkley—Danger Mouse (Brian Burton) and Cee-Lo Green (Thomas Callaway)—appear in the video in person, and not as ink blots (“Crazy”) or as fleas perving on a leggy housewife (“Gone Daddy Gone”). Justin Timberlake shows up as well. “Run” flaunts...
...clunky range balls that getting golfers to try the new D2s would be harder than getting a tee time at Pebble. So the marketing team came up with RFID, not to track inventory but as a clever intro: Rock-Flite Is Dead. Armed with balls stamped with these letters, Callaway approached players like John Freeman, head pro at Edgewood in Big Bend, Wis. "After shooting a 64, I was asking, 'What ball was it?'" says Freeman. "They e-mailed back and said it was a Top-Flite. It kind of threw me off, but I've played it ever since...
...which comes in Feel, Distance and Straight versions, now outsells the Titleist and Callaway balls Freeman sells. Maybe that's not exactly what Callaway had in mind, but at least Top-Flite is in a better position to face Pinnacle, which plans to launch eight new balls starting this fall. As Top-Flite's ad says, "There are scarier things than losing your ball. Like your reputation." Bring...