Equipment

It’s Electric, a new player in golf sunglasses

Published

8 years ago

Feb 16, 2016

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.

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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)

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Swingarm (starting at $100)

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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.

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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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20 Comments

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?

Reply Report comment
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

Reply Report comment
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.

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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?

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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.

Reply Report comment
- 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.
  
  Reply Report comment
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.

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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.

Reply Report comment
- 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.
  
  Reply Report comment
  - 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??
    
    Reply Report comment
    - 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.
      
      Reply Report comment
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.

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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?

Reply Report comment
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.

Reply Report comment
- 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.
  
  Reply Report comment
  - 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.
    
    Reply Report comment
    - 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.
      
      Reply Report comment
      - 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!
        
        Reply Report comment
- 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.
  
  Reply Report comment
  - 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
    [email protected]
    
    Reply Report comment

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Equipment

Why Rory McIlroy will likely use the new TaylorMade BRNR Mini Driver Copper at the RBC Heritage

Published

21 hours ago

Apr 17, 2024

Andrew Tursky

Although we spotted Rory McIlroy testing the new TaylorMade BRNR Mini Driver Copper last week during practice rounds at the Masters, he ultimately didn’t decide to use the club in competition.

It seems that will change this week at the 2024 RBC Heritage, played at the short-and-tight Harbour Town Golf Links in Hilton Head.

When asked on Wednesday following his morning Pro-Am if he’d be using the new, nostalgic BRNR Copper this week, McIlroy said, “I think so.”

“I like it,” McIlroy told GolfWRX.com on Tuesday regarding the BRNR. “This would be a good week for it.”

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According to Adrian Rietveld, the Senior Manager of Tour at TaylorMade, the BRNR Mini Driver can help McIlroy position himself properly off the tee at the tight layout.

Here’s what Rietveld told GolfWRX.com on Wednesday:

“For someone like Rory, who’s that long at the top end of the bag, and then you put him on a course like Harbour Town, it’s tough off the tee. It’s tight into the greens, and you have to put yourself in position off the tee to have a shot into the green. It kind of reminds me of Valderrama in Spain, where you can be in the fairway and have no shot into the green.

“I’m caddying for Tommy [Fleetwood] this week, so I was walking the course last night and looking at a few things. There’s just such a small margin for error. You can be standing in the fairway at 300 yards and have a shot, but at 320 you don’t. So if you don’t hit a perfect shot, you could be stuck behind a tree. And then if you’re back at 280, it might be a really tough shot into the small greens.

“So for Rory [with the BRNR], it’s a nice course-specific golf club for him. He’s got both shots with it; he can move it right-to-left or left-to-right. And the main thing about this club has been the accuracy and the dispersion with it. I mean, it’s been amazing for Tommy.

“This was the first event Tommy used a BRNR last year, and I remember talking to him about it, and he said he couldn’t wait to play it at Augusta next year. And he just never took it out of the bag because he’s so comfortable with it, and hitting it off the deck.

“So you look at Rory, and you want to have the tools working to your advantage out here, and the driver could hand-cuff him a bit with all of the shots you’d have to manufacture.”

So, although McIlroy might not be making a permanent switch into the new TaylorMade BRNR Mini Driver Copper, he’s likely to switch into it this week.

His version is lofted at 13.5 degrees, and equipped with a Fujikura Ventus Black 7X shaft.

See more photos of Rory testing the BRNR Mini here

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Equipment

Spotted: TaylorMade P-UDI driving iron

Published

22 hours ago

Apr 17, 2024

Brian Knudson

It seems like the RBC Heritage is full of new gear to be spotted, and you can add TaylorMade’s P-UDI utility irons to that list.

We spotted a 17-degree P-UDI 2-iron in Nick Dunlap’s bag yesterday, and now have some photos of both the 3- and 4-irons. Nick has his P-UDI 2-iron setup with a Project X HZRDUS Black 4th Gen 105g TX shaft.

From what we can tell, this new P-UDI utility iron looks to have some of the usual TaylorMade technology as we can see the Speed Slot on the sole of the club for additional face flexibility. A toe screw is usually used to close off the hollow body design that will probably be filled with a version of TaylorMade’s Speed Foam that is present in the current iron lineup. This hollow body, foam-filled design should offer additional ball speed, soft feel, and sound, as well as an optimized CG for ball flight.

“Forged” is etched into the hosel, so we can assume that either the face, body, or both are forged for a soft and responsive feel. The club looks good from behind and at address, where we can see just a little offset and a topline that I would consider medium thickness. We don’t have the full details on what is under the hood or how many loft options will be available yet.

TaylorMade P-UDI 3-iron – 20°

TaylorMade P-UDI 4-iron – 22°

Check out the rest of our photos from the 2024 RBC Heritage

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Whats in the Bag

Collin Morikawa WITB 2024 (April)

Published

22 hours ago

Apr 17, 2024

GolfWRX Staff

Collin Morikawa what’s in the bag accurate as of the RBC Heritage. More photos from the event here.

Driver: TaylorMade Qi10 LS (9 degrees)
Shaft: Mitsubishi Diamana D+ Limited 60 TX (45 inches)

3-wood: TaylorMade Qi10 (13.5 degrees)
Shaft: Mitsubishi Diamana D+ Limited 80 TX

Check out more in-hand photos Collin Morikawa’s clubs here.

5-wood: TaylorMade Qi10 (18 degrees)
Shaft: Mitsubishi Diamana D+ Limited 80 TX

Irons: TaylorMade P770 (4), P7MC (5-6), P730 (7-PW)
Shafts: True Temper Dynamic Gold Tour Issue Mid 115 X100 (4-6), True Temper Dynamic Gold Tour Issue X100 (7-PW)