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Golf, Meet Social Media: PGA Tour Gets First Branded Hashtag

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By Sam Laird of Mashable.com


To read the full original article on Mashable.com click here

Even golf — that centuries-old Scottish sport stereotyped as rich old white guys puttering around in goofy outfits — has hopped aboard the social media train.

At the Northern Trust Open this week, golfers sponsored by the TaylorMade brand are sporting hats emblazoned with the Twitter hashtag #driverlove. The hashtag references TaylorMade’s larger campaign that plays off the special connection that some players feel with their clubs. It appears to be the first time a hashtag or explicit social media reference has appeared on PGA Tour golfers or playing surfaces.

While other sports have added interesting social media twists to their players and fields, golf is a game deeply rooted in tradition and not necessarily eager to humor cutting-edge fashion trends and tech fads. But that leaves an opening for brands willing to innovate, according to TaylorMade’s chief marketing officer, Bob Maggiore.

“For our sport as whole, the social media space has really been a slow-moving river,” Maggiore told Mashable. “So it’s interesting for us, because we’ve kind of given up on doing certain things the old way. We like to get out in front and try different things.”

TaylorMade is among golf’s most prominent brands, and Maggiore said the company had a record setting year financially in 2011. He said the hashtag plan was hatched in December, and has already sparked a modest “cult following” among golfers and fans after less than two days of practice rounds and pro-am play at the Northern Trust. (The first round officially tees off Thursday morning.)

The front of the hat features a simple heart design, and the #driverlove hashtag is emblazoned on the side of the cap, where Maggiore said a pedestrian company logo would usually appear. According to Maggiore, the hashtagged hat is an example of how social media allows TaylorMade to market in more abstract — but possibly more effective — ways.

“Versus just directing people to these brand homes, we’re able to get people engaged with these bigger, great ideas, like here that it’s okay to love your golf equipment,” he said. “The hashtag has been really powerful in our TV spots, but once we activate it with live athletes it’s going to be that much more powerful.”


To read the full original article on Mashable.com click here

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GolfWRX is the world's largest and best online golf community. Expert editorial reviews, breaking golf tour and industry news, what to play, how to play and where to play. GolfWRX surrounds consumers throughout the buying, learning and enrichment process from original photographic and video content, to peer to peer advice and camaraderie, to technical how-tos, and more. As the largest online golf community we continue to protect the purity of our members opinions and the platform to voice them. We want to protect the interests of golfers by providing an unbiased platform to feel proud to contribute to for years to come. You can follow GolfWRX on Twitter @GolfWRX and on Facebook.

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TaylorMade signs Matthew Wolff to a multi-year deal; Wolff WITB

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TaylorMade Golf has officially announced the signing of Matthew Wolff on a multi-year agreement that will see the 20-year-old play the company’s metal woods, irons, wedges, putter and ultimately, TaylorMade’s flagship golf ball, the TP5x.

Wolff had previously unveiled that he would be making his professional debut at this week’s Travelers Championship, and just as top prospect Collin Morikawa did earlier at this month’s Canadian Open, Wolff will do so as a TaylorMade staffer.

The NCAA All-American and 2019 NCAA Division I individual champion made his debut on the PGA Tour at the Waste Management Phoenix Open earlier this year where he finished T50 after opening his week with a round of five-under par.

Matthew Wolff WITB

Driver: TaylorMade M6 (8 degrees)
Shaft: Graphite Design TP 7TX

Fairway Wood: TaylorMade M6 (15 degrees)
Shaft: Project X HZRDUS Smoke 6.5 TX

Utility Iron: TaylorMade P760 (2)
Shaft: Nippon Modus 130x

Irons: TaylorMade P750 Tour Proto (3-PW)
Shafts: Nippon Modus 130x

Wedges: TaylorMade Milled Grind Raw (52, 56, 62 degrees)
Shaft: True Temper Dynamic Gold X100

Putter: TaylorMade Spider X Copper

 

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Equipment

8 interesting putter photos from Bettinardi’s Summer Social

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Bettinardi’s annual Summer Social was held at company HQ in Tinley Park, Illinois, last week. For RJB enthusiasts from as far away as London and Japan, it’s an opportunity to get together with like-minded individuals, shoot the breeze, oh, and check out some of the coolest putters in the world.

For those of us not lucky enough to join Bob, Sam, and the 60-plus collectors in attendance, Bettinardi was kind enough to furnish us with a few photos of the one-off and limited-edition flatsticks featured at the 10th edition of the gathering.

DASS BBZero Sound Slot Wizard Ghost Face

DASS 3 Step Jam Fancy Neck Tie Dye

DASS SS38 Fancy Face

DASS BB8 Mid Sound Slot

Carbon Fred Couples Blade Fancy Neck

Raw Fred Couples Blade

DASS QB6 Mid-Slant Chitown Dog

DASS QB6 Gold Flame

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Equipment

WRX Spotlight: Argolf Mordred putter

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Product: Argolf Mordred putter

Pitch: From Argolf: “…each ARGOLF putter is named after an Arthurian legend.”

“Mordred was known as a notorious traitor who fought King Arthur at the Battle of Camlann, where he was killed, and Arthur was fatally wounded. The images depicting Mordred are reflected in the winged design of the putter which aids in stabilization and alignment, as well as its coloring.”

“With a lower center of gravity that surpasses all mallet putters in the ARGOLF collection, Mordred boasts one of the highest MOIs available on the market. Precisely milled from a solid block of aeronautical-grade 7175 Aluminum, Mordred appeals to the eye with its clean and sophisticated look. Using the most advanced technology, Mordred is shaped through a 5-axis milling process that differentiates itself from its competitors in design and performance due to its aerodynamic features.”

Our take on the Argolf Mordred putter

When you are dreaming of your next high-end milled putter, Argolf might not be the first name that pops into your head. Argolf is a French company founded in 2010 by a couple of aeronautical industrialists and a golf professional. By combining the expertise from both sites, Argolf has created a line of milled putters that not only look like art but with performance that rivals more well-known brands.

Mordred is a large mallet that boasts a very low center of gravity and super high MOI. Milled out of a solid block of aerospace-grade 7175 aluminum, the design is influenced by the aerodynamic lines from F1 race cars. The face features Argolf’s C-Claw technology that produces a more consistent forward roll without skidding. The Mordred is finished off with a single orange site line, a black PVD shaft, and a Pure midsize grip.

When you open the box, you are greeted with a nice grey and orange head cover that feels high quality and durable. Headcover removed, you will say hello to one of the larger mallet putters you have ever tried. The finish is a matte dark gray that eliminates glare and contrasts well with the orange paint fill. Traditionally high end milled putters have milling lines on most of the head and ARGOLF hid most of those in this head. The milling lines and marks are still visible on the rounded sections, but any flat surface is perfectly smooth. From what I have been told by machinists, it is more expensive to remove those lines and marks.

Any mallet putter that boasts high MOI, the style is going to be love or hate. At first, I was taken back by how busy the Mordred is, but out on the course, those flowing lines melt away. Not once was I distracted by them while lining up a putt. Size is going to take some getting used to as it just frames the ball different than any other mallet I have tried.

Feel and sound is where Mordred really shines. I have putted with aluminum putters before, and depending on the design they can have a different sound or feel. The C-Claw face really offers a softer feel and sound with just a slight click at impact. Not as crisp as carbon steel, just a little more muted and I enjoyed the sounds and feel with the Titleist AVX.

ARGOLF’s C-Claw technology does what it says and gets the ball rolling with zero skidding, even on long uphill putts. Putting side-by-side with a standard faced putter you could easily see tell the difference in the first foot of roll. Some face technologies can cause issues with distance control, but every putt rolled out to the expected distance. Compared to a traditionally milled face the Mordred will roll a fraction farther, but something that is easy to adjust to with a handful of putts on the practice green.

Shots off center go almost exactly where you aimed; the toe miss leaks just a touch right. Putts struck on the heel go straight and lose minimal distance while feeling still very solid. Toe strikes leak a hair right and are met with a small amount of vibration letting you know you missed the center of the putter.

Overall, Argolf’s Mordred putter is a great option for someone who is looking for a super forgiving putter. A minor complaint is no grip options for a putter at this price. I like a standard size, firmer grip and there are no other options to select from. The other thing that could become an issue is how well the finish holds up. I always use the headcover when I am not using my putter and the finish still has a few minor marks on it. If you are anti-headcover you might notice faster wear. Those are pretty small issues, and I think that ARGOLF has a really solid putter here.

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