Word: callaways
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...makers of the ProV1 series favored by PGA Tour pros and their wannabes. More than half the balls sold in the U.S. are stamped TITLEIST or PINNACLE, its value line, aimed at the duffer not willing to part with the nearly $60 per dozen for the top shelf. Nike, Callaway Golf and TaylorMade scramble for much of the rest...
...rock-hardest projectile off the tee (it's the distance, stupid!) and purveyors of double-dozen packs for less than a double sawbuck. Its last innovation occurred in the hickory age. Top-Flite's balls had come to deserve their "Rock-Flite" and "ammunition" monikers. But since Callaway bought the company from Spalding in 2003, Top-Flite has been on a technology tear, launching two new balls in two years and attempting to reposition itself as a rebel...
...million U.S. golf-ball market. "We weren't expecting a big bounce, but it beat our expectations, and it's the first step toward breaking the stigma that Top-Flite has had for the last 10 years," says Jeff Colton, senior vice president of R&D at Callaway, who oversaw Top-Flite's relaunch...
When Colton got hold of the Top-Flite portfolio, he was surprised to find a trove of technology patents that hadn't been fully exploited. Callaway discovered opportunity in one of them, dimple-in-dimple technology, which became the platform for the D2. As the name implies, it features a smaller dimple embedded inside a larger one. The result is a ball with an impressive aerodynamic flight and distance (never a problem with the Rock-Flites) that retains enough softness for spinning and respectable control around the greens. "It plays like a poor man's tour ball," says Colton...
That night the Callaway craftsmen get busy. Based on the data generated during the day's testing, they create an entire set of clubs tailored to each player's specifications. The following morning the golfers are met at the nearby Aviara golf course with a monogrammed bag and their new set of custom-fit clubs, all ready for 18 holes of green-grass testing under the watchful eye of Peterson. After lunch, the club technicians get back to work, tackling any lie, loft or shaft adjustments that the round reveals...