The Record Release of New Callaway Products
Undaunted by the number of new products it launched in 2007, Callaway Golf has gone even
further this season with a record-setting introduction of clubs and balls for 2008.
"This is the deepest, most robust new product lineup we've ever offered," said George
Fellows, Callaway Golf president and CEO.
Callaway Hyper X driver
Overall, there are more than 30 new offerings in the Callaway portfolio, which includes
Callaway-named products, along with Odyssey putters and Top-Flite balls and clubs. The
introductions follow 2007, which itself represented one of Callaway's largest launches of
new products, including three new drivers, three sets of irons and several Odyssey putters.
Among the notable Callaway items for 2008 are Hyper X and Hyper X Tour drivers, new Big
Bertha irons, FT-i Squareway woods, FT i-brid irons, Tour i and Tour ix balls, X-Forged
wedges and a new HX Pearl ball. There's also a wide selection of new women's clubs, along
with a new X Junior set. There are four new lines of putters in the Odyssey lineup, along
with a Marxman X-act putting wedge. The new Top-Flite fleet includes Gamer, Freak and XL-
5000 balls, plus six sets of clubs geared for the recreational player.
"Technology is a major factor in the launch of new products," said Bill Knees, Callaway's
senior vice president of marketing. "Callaway spends aggressively on research and
development, and the company is a technological leader. When new products that perform.
better and will help golfers improve their games are ready, we want to make them available."
Callaway also is one of the major manufacturers stressing custom fitting. The company has
supplied select retailers and golf pro shops worldwide with its OptiFit Fitting System.
Using it along with a trained professional, golfers can test multiple variations of driver
and iron clubheads and shafts, and then determine the right model and combination to best
help their playing styles.
"The benefit of using OptiFit when golfers are buying clubs is simple: getting players into
the perfect club for them," said Knees.
For those seeking the ultimate in customization, Callaway just began offering its new I-MIX
Technology, which consists of a choice of different clubheads and interchangeable shafts.
More than 1,600 shaft-head combinations are available overall, with pricing varied for each.
"No one's swing is the same from day to day," said Jeff Colton, senior vice president of
R&D. "I-MIX Technology gives everyone the ability to quickly and easily customize their
equipment, every time they play."
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