Equipment
It’s Electric, a new player in golf sunglasses
At the recent 2016 PGA Merchandise Show, GolfWRX took note of some phenomenal gear seemingly appropriate for its gear heads, which will be featured in February. For this initial feature, we are highlighting Electric based in San Clemente, California.
2016 was the first year that Electric participated at the PGA Merchandise Show as an exhibitor and did so given its recent emphasis on the golf market. Founded in 2000 by current CEO Eric Crane and Kip Arnette, son of Greg Arnette (founder of Arnette sunglasses), Electric is known for designing products for active lifestyles with “style that performs.” For surfing fans, Kelly Slater and Zeke Lau are a couple of current brand ambassadors for Electric.
Now, as part of Kering, a worldwide leader in apparel and accessories, Electric is part of a network of luxury sport and lifestyle brands, including Cobra Golf and Puma. Don’t be surprised if you see Lexi Thompson, Blair O’Neal, Jonas Blixt, or even Rickie Fowler bringing Electric products out onto their respective tours in the future.
In speaking with Cyle Cadam at Electric about the brand and its products, it became apparent (to me) not only are we talking about a cool, established brand poised to make a splash in the golf market, but a company genuinely determined to make high quality, functional products. The progression into golf was also, in part, the result of a push by an internal group of committed golfers that dedicate their work lives to Electric. At the end of the day, Electric and golf just made sense.
Overall, Electric offers sunglasses, watches, snow goggles, helmets, apparel and related accessories on its website for direct purchase. Products can also be found at a variety of retailers, both online and potentially in your geographical area. The decision to jump into golf, apart from those reasons already mentioned, came about naturally, given the expansion of the brand and popularity of its existing offering of sunglasses.
While Electric offers stylish sunglasses in a variety of styles (30-plus for men and 25-plus for women), when it came time to start sizing up the market for golf sunglasses, Electric chose to focus initially on three particular styles:
Backbone (starting at $120)
Knoxville (starting at $120)
Swingarm (starting at $100)
In developing the S-line, Electric contemplated the needs of the modern day golfer by creating sunglasses that work both on and off the course. The function of an S-line pair of sunglasses on the golf course is apparent and primarily the result of its dual-action plastic hinge, performance grip nose pads, and thin frames designed for active play.
The shining achievement for Electric, regardless of the style or line, is the use of melanin-infused lenses (known as “OHM” lenses), which are standard in every pair of its sunglasses. Not only do these lenses protect a golfer’s eyes from harmful UV rays, but also up to 98 percent of blue light. Blue light is considered to be the most damaging and dangerous part of the visible light spectrum. In short, Electric sunglasses are multi-functional and designed to support ongoing efforts for optical health.
Given Electric’s new take on some classic designs, these sunglasses are worth your attention. And with free shipping and free returns, there is no reason to wait, especially if you need a new pair for the summer of 2016.
Finally, with respect to so-called “golf” sunglasses specifically, Electric is in the process of rolling out a couple variations of tinted lenses, including, a proprietary green lens for play. Electric is technically new to the golf market, but it is a well-established brand and company with the pedigree to compete with other (currently) better-known manufacturers. These are premium sunglasses at affordable prices.
For more about Electric sunglasses and its other products, visit electriccalifornia.com.
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- Steve Stricker WITB accurate as of the Zurich Classic. More photos from the event here.
Driver: Titleist TSR3 (9 degrees, C4 SureFit setting)
Shaft: Fujikura Motore Speeder VC 7.2 X
3-wood: Titleist 915F (13.5 degrees)
Shaft: Mitsubishi Tensei CK Pro White 80 TX
Hybrid: Titleist 816 H1 (17 degrees)
Shaft: Fujikura Motore Speeder VC 9.2 X
Irons: Titleist T200 (3, 4), Titleist T100 (5-9)
Shafts: Project X 6.5
Wedges: Titleist Vokey SM8 (46-10F @55), Titleist Vokey SM10 (54-10S @53), Titleist Vokey SM4 (60 @59)
Shafts: True Temper Dynamic Gold X100 w/Sensicore
Putter: Odyssey White Hot No. 2
Ball: Titleist Pro V1x
Grips: Golf Pride Tour Velvet Grip Rite
Check out more in-hand photos of Steve Stricker’s clubs here.
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- Alex Fitzpatrick what’s in the bag accurate as of the Zurich Classic.
Driver: Ping G430 LST (10.5 degrees)
Shaft: Fujikura Ventus Black 6 X
3-wood: TaylorMade Qi10 (15 degrees)
Shaft: Fujikura Ventus TR Black 7 X
Hybrid: Ping G430 (19 degrees)
Shaft: Fujikura Ventus Black HB 10 TX
Irons: Ping iCrossover (2), Titleist T100 (4-PW)
Shafts: Fujikura Ventus Black HB 9 TX (2), Nippon N.S. Pro Modus 3 Tour 120 X (4-9)
Wedges: Titleist Vokey Design SM10 (50-12F, 56-12D, 60-08M)
Shafts: Nippon N.S. Pro Modus 3 Tour 120 X
Putter: Bettinardi SS16 Dass
Grips: Golf Pride MCC
Check out more in-hand photos of Alex Fitzpatrick’s clubs here.
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In our forums, our members have been discussing Mini-Drivers and accompanying shafts. WRXer ‘JamesFisher1990’ is about to purchase a BRNR Mini and is torn on what shaft weight to use, and our members have been sharing their thoughts and set ups in our forum.
Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.
- PARETO: “New BRNR at 13.5. Took it over to TXG (Club Champ but TXG will always rule) in Calgary for a fit. Took the head down to 12, stuck in a Graphite Design AD at 3 wood length and 60g. Presto- numbers that rivaled my G430Max but with waaaaay tighter dispersion. Win.”
- driveandputtmachine: “Still playing a MIni 300. The head was only 208, so I ordered a heavier weight and play it at 3 wood length. I am playing a Ventus Red 70. I play 70 grams in my fairways. I use it mainly to hit draws off the tee. When I combine me, a driver, and trying to hit a draw it does not work out well most of the time. So the MIni is for that. As an aside, I have not hit the newest BRNR, but the previous model wasn’t great off the deck. The 300 Mini is very good off the deck.”
- JAM01: “Ok, just put the BRNR in the bag along side a QI10 max and a QI10 3 wood. A load of top end redundancy. But, I have several holes at my two home courses where the flight and accuracy of the mini driver helps immensely. Mine is stock Proforce 65 at 13.5, I could see a heavier shaft, but to normal flex, as a nice alternative.”
Entire Thread: “What’s the perfect Mini-Driver/Shaft combo? – GolfWRXers discuss”
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Steve Stricker WITB 2024 (April)
Steve Stricker WITB accurate as of the Zurich Classic. More photos from the event here. Driver: Titleist TSR3 (9 degrees, C4...
Alex Fitzpatrick WITB 2024 (April)
Alex Fitzpatrick what’s in the bag accurate as of the Zurich Classic. Driver: Ping G430 LST (10.5 degrees) Shaft: Fujikura...
Alejandro Tosti WITB 2024 (April)
Alejandro Tosti what’s in the bag accurate as of the Zurich Classic. Driver: Srixon ZX5 Mk II LS (9.5 degrees...
Drew Brees WITB 2024 (April)
View this post on Instagram A post shared by GolfWRX (@golfwrx) Driver: TaylorMade Stealth 2 Plus (10.5 degrees)...
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19th Hole2 weeks agoDave Portnoy places monstrous outright bet for the 2024 Masters
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19th Hole4 days agoJustin Thomas on the equipment choice of Scottie Scheffler that he thinks is ‘weird’
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19th Hole2 weeks agoTiger Woods arrives at 2024 Masters equipped with a putter that may surprise you
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19th Hole4 days ago‘Absolutely crazy’ – Major champ lays into Patrick Cantlay over his decision on final hole of RBC Heritage
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19th Hole2 weeks agoTwo star names reportedly blanked Jon Rahm all week at the Masters
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19th Hole1 week agoReport: LIV Golf identifies latest star name they hope to sign to breakaway tour
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19th Hole2 weeks agoNeal Shipley presser ends in awkward fashion after reporter claims Tiger handed him note on 8th fairway
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steve
Feb 21, 2016 at 8:36 am
What are the requirements to get the love icon on the article? 47 likes to 46 shanks real low bar to get over. What’s the purpose if it doesn’t mean anything?
Ben Auten
Feb 19, 2016 at 10:19 pm
For those still wondering, I invite you to try Electric and see for yourself. Good people, in my experience tend to make good products, and often do great things. BA
Dev
Feb 17, 2016 at 6:45 pm
Sunglasses with full rims and golf are a big no no for me. I get that the style is in. I rock a pair of classic ray-bans when I’m not golfing but I notice the rims to much when I am golfing. I used to have a pair of rimless sun glasses that were great for golf as their was nothing trying to grab my attention subconsciously. If they come out with half rim glasses and I will look into these. They would be going up against Oakley’s though so good luck.
RVA USMC
Feb 17, 2016 at 8:43 am
No offense, but I have been wearing Oakleys since early 90’s and have yet to find anything to beat them out. And I doubt that Lexi will be wearing them anytime soon, unless her contract with Oakley is up?
Doc Todd
Feb 17, 2016 at 6:46 am
I am intrigued after reading the part regarding the filtering of blue light. I have read that those of us with light colored eyes (blue here) are more susceptible to the damaging effects of blue light. I’m not sure that the offered styles are to my liking but I will definitely keep my eye out (pun intended) when they release different models.
Brian
Feb 18, 2016 at 1:22 pm
I can tell you, as someone who wears regular glasses that filter blue light…it’s amazing. I work on laptops editing video all the time, and these things are a lifesaver. I bought a pair of Spy sunglasses last year that filter blue light as well, and I’m in love with them.
John
Feb 16, 2016 at 5:25 pm
Was fortunate to win a pair of the Golf specific “Green” lens while at PGA show. Was skeptical about the claims but…these things work. I usually have to take my glasses off to put and to drive. I did’nt take these off once the entire game. Looking forward to trying out some of the other frames and tints. Talk is cheap…these things work. It’s solidified…I’m sold.
Fahgdat
Feb 16, 2016 at 11:48 am
I hope to never come across that 3some on the golf course, or anywhere, for that matter.
rkristopher
Feb 17, 2016 at 9:19 am
Keep that attitude and you won’t have many golf courses to keep running into them on in a few years.
tom
Feb 17, 2016 at 1:08 pm
So you really don’t think the guy in the red shirt with knee socks looks like a tool??
Brian
Feb 18, 2016 at 1:28 pm
Why is it such a big deal, and why are you so concerned with what others wear? Just because golf has “traditions” doesn’t mean that other people can’t bring something new to the table. And don’t argue that it’s a lack of respect, because you can dress differently and still have all the respect in the world for the game. I’d rather play with these guys who look like they’re going to have fun than with anyone who’s more concerned with what folks wear than the golf itself. Different strokes though, I suppose.
James
Feb 16, 2016 at 8:49 am
Been wearing Electric and Arnette for golf and running forever. Great glasses that fit/work really well. It’s nice to have an Oakley alternative. Please bring back some of the brighter colors and more wild designs.
Charlie
Feb 16, 2016 at 8:03 am
As long as the lenses are good and the coatings are scratch resistant, then good.
The nosepieces don’t look comfortable for people with long eyelashes or short nosebridges. I could never wear these.
Not a lot of variety. Aside from the Hunter Mahan style wide-arm, I can’t tell the styles apart.
Is this company affiliated in any way with Luxotica?
Mark Bainbridge
Feb 16, 2016 at 8:01 am
“Ben Auten – writing for the love of the game”. Really? Forgive me for being blunt, but, to me, this article is at least 98% press release. All it does is reaffirm my opinion that Golfwrx’s pictorial content is outstanding whereas its written content is dismal.
Dan
Feb 16, 2016 at 8:55 am
You’re right Mark – we’ve seen a lot more of these since GolfWRX’s ‘partnership’ with Golf Digest.
http://www.golfdigest.com/story/golf-digest-and-golfwrxcom-ann
If the advertorials didn’t convince you, just look at the “We Recommend” section with stories enticing you to find out “Who’s going bankrupt in america…” or worse. (Note Golf Digest’s similar, dumb ads to make a few extra bucks). It bothers me too… another grass roots organization gone main stream. At least they could make the advertisements golf related, right?
Honestly, I didn’t mind this one particularly because I’ve worn Electric sunglasses for over 10 years now and the content was interesting to me. I’ve seen GolfWRX/Golf Digest do way worse with these ads.
As usual…nothing we can do except point it out so others are educated.
Zak Kozuchowski
Feb 16, 2016 at 9:00 am
Dan,
As of 2014, we ended our association with Golf Digest. We have been independently owned and operated since 2005.
Dan
Feb 16, 2016 at 9:29 am
Thanks Zak – good to know. Mark, I apologize for the misinformation.
I saw the partnership announcement article but never one of the split. I’m a huge fan of GolfWRX… I’m on the site everyday. It must be tough to educate people on who you are and what motivates the company. Maybe a news article every now and then talking about your partnerships and day to day operations – Good & Bad? I think people would feel more connected.
Zak Kozuchowski
Feb 16, 2016 at 1:02 pm
Thank you for being a loyal GolfWRXer, Dan, and for the recommendation as well. We’ve focused most of our energy on improving the quality and breadth of our content in recent years, but maybe there is room to talk about ourselves a little more. It’s good to hear that people are interested!
Adam
Feb 16, 2016 at 12:03 pm
I realize this website was started as a golf lover’s haven. But given it’s growth and the need to keep the website running smoothly over the years while accommodating the growth of the user base along with man hours required to do so, I certainly understand the need to generate income and subsequent profits for reinvestment. So partnerships, (whether current or not as explained below) are one avenue in which this is achieved. If it doesn’t interest you, don’t read it. But an awareness of the business side of GolfWRX should also dictate an understanding that this type of content and banner ads are also a necessity to continue producing a website we all enjoy/frequent.
It’s my personal opinion that this article, while more than likely advertorially slanted, was useful. There aren’t a lot of good options that fit my needs on/off the course with lens designed for golf. While I’m not running out to purchase a pair of Electrics today, I’ll use the information to make a more informed purchase in the future. And that’s what I come here for, knowledge about the game that makes it more enjoyable and (hopefully) easier.
GolfWRX
Feb 17, 2016 at 2:40 pm
Thanks Adam. I saw the article from a newsletter and went to read it. Saw all the comments and here I am.
While I was at the PGA Show last month I saw a few things that I felt were more novel than the masses. This booth, it’s look and feel, the vibe they had and ultimately the products caught my eye. Enough where I stopped and had photos taken. When we all got back I added it to a short list to take to the editorial team for consideration.
They obviously liked it as well and here is the spotlight piece Nothing advertorial about it. We have zero business with the company and did it purely for our readership.
There are a few other companies we have and will be covering for these same reasons. Looked cool, unique and novel. Fresh and or new looks and designs.
Thank you for the time to comment. We are built by golfers for golfers. Always have and always will.
Richard Audi
Founder
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