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Vega Looks to Capitalize on Golf’s Ultra-Premium Push

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You know when an upscale steakhouse opens in your town, and no one wants to go because it’s too expensive? But then a ritzy Italian restaurant opens next door, and a high-end seafood restaurant opens next to that. Now the area is booming, and the original steakhouse’s prices don’t seem so outrageous anymore. Vega is that steakhouse in the ultra-premium golf equipment world, and it has its sights set on an uptick in reservations thanks to competitors with even higher-priced menus.

Vega got its start as the in-house brand for famed Japanese forging house, Kyoei, which has been manufacturing golf clubs for more than five decades. It was purchased by Professional Golf Europe (PGE) in 2012 with an agreement that PGE continue use the Kyoei factory to manufacture Vega’s one-piece irons. Its reputation is similar to Miura, a fellow Japanese golf equipment manufacturer. While Miura is significantly more popular than Vega in the U.S., it’s similarly perceived among its fans for its quality and attention to detail: particularly its one-piece irons.

“Up until this point, [Vega has] always been perceived as really expensive in the market.” “Now, all of the sudden, we’re half the price of some of the new brands.”

As in the restaurant example above, economics of the golf equipment industry have rapidly shifted in the last two years. Newcomer PXG stunned the industry with irons priced at more than $300 per club, two-to-three times the going rate. Even more stunning was the popularity of the clubs with golfers; PXG became dominant in the ultra-premium space. The industry took notice, and that’s what led things to where they are now. Titleist and Callaway have both made a push into the ultra-premium space with similarly priced products, while historically ultra-premium brand Miura is undergoing a rebrand and retooling its product line to enhance its appeal.

Vega_Alcor_Wedges

Vega’s new Alcor wedges sell for $260 per club in the U.S.

Despite the increased competition, the shift in the marketplace can be seen as an opportunity for Vega; not at the high end of the ultra-premium market that it once occupied, but in a new “affordable luxury” category that seems to be emerging. “Up until this point, [Vega has] always been perceived as really expensive in the market,” says Peter Lord, Director of Professional Golf Europe, the parent company that owns Vega. “Now, all of the sudden, we’re half the price of some of the new brands.”

Lord’s reference was to PXG, whose new 0311XF irons start at $350 per club, or $2800 for an eight-piece set. Golfers who want them in the company’s special dark finish will pay an extra $150 per club, raising the price to $4000 per set. Vega’s irons sell for around $2000 per set, depending on the model (Vega also sells a full line of metal woods, wedges and putters that the company plans to promote more aggressively going forward).

There are other reasons for Vega’s resurgence, particularly in North America. The first has to do with distribution. In 2016, Jennifer Gard of Eagle Golf Distributors purchased the rights to distribute Vega in North America. Gard, whose company also distributes Veylix shafts, felt that Vega was being undervalued by North American golfers due to a lack of retail presence and chatter. She didn’t see it as a product problem, although she and Lord recognized that there was an opportunity for Vega to add a new page to its menu, so to speak.

“All we’re doing is moving the balance point from old school, hand crafted to more of the tech side.”

Vega’s new Mizar irons and Alcor wedges are the first of the company’s new Star Line, which focuses on improved performance through multi-material constructions. It’s a completely new focus for the company, at least in irons, which had been focused almost entirely on one-piece forged designs.

The Mizar irons ($280 per club) are made from two main pieces: a forged club head that’s merged with a thinner, maraging forged club face. A tungsten weight is also used in the design of each iron to optimize the center of gravity of each club. It’s located inside the sole, and its location varies based on the club. Long irons have the tungsten weight in the heel, mid-irons have the weight in the middle of the club and short irons have the weight on the toe. “With Mizar and all future Star Line (clubs), all we’re doing is moving the balance point from old school, hand crafted to more of the tech side,” Lord says.

Vega will continue to offer what it’s calling its “Classic” VC line of one-piece irons, which are offered in a range of sizes to please traditionalists of all skills levels. They’ll maintain their traditional lofts, which is an area of sensitivity for many golfers.

mizar-more-info2

The Mizar irons take a much more modern approach to distance. The stock pitching wedge loft is 42 degrees, which is 1-degree stronger than the 9-iron loft of Vega’s VM-01 and VM-02 muscleback irons. It’s not a total distance-first approach, however. Whereas many golf equipment manufacturers have focused on making the club faces as thin as possible in their distance-iron models to improve performance, Vega decided to make its Mizar iron faces thicker. They’re 3.5 millimeters in thickness, according to Lord, a design that maintains soft feel Vega is known for across the club face. “It’s less hot, but it still gives it forgiveness on off-center hits,” Lord says.

The Alcor wedges ($260 per club) are a one-piece forged design, but like the Mizar irons they have channels cut into their forged bodies that helped designers alter center of gravity for better performance. With the wedges, the aim was to push the weight higher and toward the center of the club to improve spin and feel.

Lord called Alcor “the first of a long-term strategy with wedges.” He also hinted that Vega will expand the Mizar iron lineup with a both larger and smaller model, although he says golfers shouldn’t expect to see them in stores for at least 18 months.

Discussion: See what GolfWRX Members are saying about the Mizar irons and Alcor wedges in our forum. 

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18 Comments

  1. Francisco

    Jul 1, 2017 at 12:39 am

    Without doubt, one of the most versatile irons i have ever played. I play 6 hp and my last irons were Bridgestone j15 mb

  2. jc

    Jun 19, 2017 at 5:05 pm

    how long before they are in the used club rack at roger dunn? in the mean time, I will keep hitting my pings rather than sell my house for a set of irons.

  3. Bert

    Jun 17, 2017 at 12:05 pm

    Are these as ugly as the PXG irons? Maybe no, they look better to me. I’m not saying I like the look, but better than some club-head with a bunch of set screws.

    Who cares if the club-head housing is forged, the face is all that strikes the ball and the face is forged. Ok I guess I’m confused. If the club-head is solid, then forging is great, but if hollow, who cares. I can’t see where being a forged head matters for these designs. Just more marketing gimmicks to lead you to believe these over the top priced irons are great.

  4. Tom54

    Jun 16, 2017 at 1:57 pm

    The way I look at it go ahead and bring another premium club to the market. Will just be another one that I could care less about. That is one ugly club.

    • Gorden

      Jun 16, 2017 at 8:07 pm

      AGREE WITH YOU, IT IS AMAZING HOW MANY SETS OF PXG IRONS ARE FOR SALE ON EBAY, IF THEY ARE ALL THAT WHY WOULD SO MANY BE GETTING RID OF THEM…IF YOUR AN AVERAGE GOLFER EVEN A 15 HANDICAP OR MORE THE ONLY REASON TO EVER BUY NEW CLUBS IS YOU WANT THEM OR YOU WORE YOUR OLD ONES OUT AFTER 10 YEARS.

  5. Duk Koo Kim

    Jun 16, 2017 at 4:54 am

    They look like golf’s version of the Edsel! Horrendous!

  6. H

    Jun 16, 2017 at 3:13 am

    They used to be cool, but not any more

  7. RG

    Jun 16, 2017 at 2:24 am

    Those irons make the Adams XTDs look good! Absolutely hideous clubs! If I see you playing those I am going to point and laugh out loud!

  8. chinchbugs

    Jun 15, 2017 at 5:13 pm

    I can’t shank them till I have tested them….oh wait! Yes I can! Shank.

  9. jgpl001

    Jun 15, 2017 at 4:21 pm

    Unbelievably UGLY

    I don’t care how exclusive they are I wouldn’t pay one dollar for them

  10. O

    Jun 15, 2017 at 12:57 pm

    Besotted gearheads must feel so inadequate, impotent, deflated, ashamed of their standard clubs which are being obsoleted semi-annually… and now the best technology is going into the ultra premium clubs. How can they live with themselves and their low class crap clubs?!!

  11. Brandon

    Jun 15, 2017 at 12:38 pm

    TaylorMade has already ruined the golf industry.

  12. Dat

    Jun 15, 2017 at 9:01 am

    Hideously bad. This ultra expensive push in the industry is exactly what will make the industry fail.

    • Cory

      Jun 15, 2017 at 10:11 am

      You don’t understand economics or how supply and demand work do you?

    • ROY

      Jun 15, 2017 at 11:16 am

      WHy will it make the industry fail – that like saying that Ferrari will make the auto industry fail. As long as the ultra priced items supplement the market and do not replace other areas of the market (which is what they are doing) then you should be fine.

      • Adam Crawford

        Jun 15, 2017 at 3:03 pm

        Exactly. These brands we’re hearing about that are the “Ultra-Premium” have been around for decades, quietly occupying a small niche market. Zak’s analogy is perfect. Casual golfers didn’t know they existed because the major marketing push has always grouping a few club makers into a category ($1k-1,500 for irons). But the fascinating thing about PXG is that they opened the flood gates and made people realize this market existed. These companies won’t have anything to do with the success or failure of the industry. They operate independently and don’t have to stock the shelves of 500 retailers so they don’t have capital tied up in inventory (which is where a lot of companies struggle with the bottom line), which means they basically produce them on demand.

  13. doesnotno

    Jun 15, 2017 at 8:48 am

    Mizar irons, $280 each. Sweet.

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A Deep Dive: The equipment timeline of David Duval, 1993-2001

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Like Tiger, David Toms, and Fred Couples there are certain players that I have been obsessed with for years. If you go to my Instagram, you can see it in plain sight. When it comes to DD it was more than the what, it was the why, the how that sparked my curiosity. Let’s face it, in 2000 with the Mossimo gear, Oakley shades, jacked-up physique, and on Titleist staff, was there ever a cooler looking player?

No. There wasn’t or isn’t.

That’s where my interest in Larry Bobka came about. I saw David and Larry walking the fairways of Sahalee at the ’98 PGA Championship.

At the time, I was already knee-deep in David Duval fandom but that experience took me over the top. Bobka had a handful of clubs in his hands and would pass DD a 970 3-wood, Duval would give it a rip and the two would discuss while walking down the fairway. Of all my time watching live golf, I have never been so awestruck.

This is an homage to David’s equipment during his prime/healthy years on the PGA Tour. From his early days with Mizuno, into the Titleist days, and finally Nike.

1993-1995 Mizuno

*This was an interesting time for Duval from an equipment standpoint. The pattern of mixing sets to put together his bag began and it was the time he transitioned from persimmon (Wood Bros driver) into metal woods. It was also the beginning of his long relationship with Scotty Cameron, a relationship that still stands today.

What was in the bag

Driver: TaylorMade Tour Burner 8.5 w/ Dynamic Gold X100 (*he also played with the Bubble XHKP Prototype)

3-wood

King Cobra @14 w/ Dynamic Gold X100

TaylorMade Tour Issue Spoon @13  w/ Dynamic Gold X100

Irons

1993: (1) Ping Eye2, (3-PW) Mizuno Pro TN-87 with Dynamic Gold X100

1994: (1) Ping Eye2, (3-PW) Mizuno Pro TN-87 with Dynamic Gold X100

1995: (2,3) Mizuno TC-29, (4-PW) Mizuno TN-87 with Dynamic Gold X100

Wedges: Mizuno Pro (53, 58) with Dynamic Gold X100

Putter: Scotty Cameron Classic Newport (35 inches, 71 lie, 4 degrees of loft)

Ball: Titleist Tour Balata 100

Glove: Mizuno Pro

1996-2000 Titleist

The beginning of the Titleist years started off quietly. There wasn’t any new product launched and David wasn’t quite the star he would become 12-18 months later. However, it gave Titleist the opportunity to get to know DD and his overall preferences, which aren’t dramatic but certainly unique. He didn’t win in 1996 but did qualify for the Presidents Cup Team and finished that event off at 4-0. So the buzz was going in the right direction and his peers certainly took notice.

It was 1997 that things took off on all fronts and it was the year that Titleist made David Duval the face of the DCI brand and with that decision spawned the greatest cast players cavity ever: the 962B—and also equipped David Duval to go on a 3-year run that was surpassed by only Tiger Woods.

Hence the deep dive article I wrote up earlier this month

What was in the bag

Driver

1996

TaylorMade Bubble Tour 8.5 w/ Bubble XHKP Prototype

1997

TaylorMade Bubble Tour 8.5 w/ Bubble XHKP Prototype

King Cobra Deep Face 9 w/ Dynamic Gold X100

Callaway Warbird Great Big Bertha 6.5 w/ Dynamic Gold X100, True Temper EI70 Tour X

Titleist 975D 6.5 (no line heavier head weight) w/ Fujikura Prototype X

1998

Callaway Warbird Great Big Bertha 6.5 w/ True Temper EI70 Tour X

Titleist 975D 6.5 (no line heavier head weight) w/ True Temper EI70 Tour X

1999: Titleist 975D 6.5 (no line heavier head weight) @ 7.5 w/ True Temper EI70 Tour X

2000: Titleist 975D 7.5 (no line heavier head weight) w/ True Temper EI70 Tour X

3-wood

1996

King Cobra @14 w/ True Temper Dynamic Gold X100

1997 

King Cobra @14 w/ True Temper Dynamic Gold X100

1998

Callaway S2H2 (1 Dot) @14 w/ Fujikura Vista Pro 90X


Callaway Steelhead 3+ @13 w/ RCH 90 Pro Series Strong

Titleist 970 (Dark Grey Head) @13 w/ True Temper EI70 Tour X (only tested this one)

1999

Callaway S2H2 (1 Dot) @14 w/ Fujikura Vista Pro 90X

Cobra Gravity Back 14.5T w/ True Temper EI70 Tour X

Irons

1996

(2-PW) Titleist DD Blank Prototype w/ True Temper Dynamic Gold X100 (w/sensicore)

(2-PW) Titleist DCI Black “B” w/ True Temper Dynamic Gold X100 (w/sensicore)

*This prototype set was a blank set of the DCI Black “B” but with sole modifications. 

1997, 1998, 1999, 2000: (2,3) Titleist DCI Black (4-PW) Titleist DCI 962B w/ True Temper Dynamic Gold X100 (with sensicore)

*David liked the original prototype version of DG Sensicore X100 that had weight removed from the center of shaft to create better feel and a slightly higher trajectory

24 Feb 2000: David Duval watches the ball after hitting it during the World Match-Play Championships at the La Costa Resort & Spa in Carlsbad, California. Mandatory Credit: Harry How /Allsport

Wedges

1996: (52 @53, 58) Mizuno Pro, (56 @57) Cleveland 588 RTG w/ True Temper Dynamic Gold S400

1997: (53) Cobra “Trusty Rusty”, (57 @58) Cleveland 588 RTG, (58) Titleist Bobka Grind, (57 @58) Cobra Trusty Rusty w/ True Temper Dynamic Gold S400

1998: (53) Cobra “Trusty Rusty”, (57 @58) Cleveland 588 RTGw/ True Temper Dynamic Gold S400

1999: (53) Cobra “Trusty Rusty”, (57 @58) Cleveland 588 RTG w/ True Temper Dynamic Gold S400

2000: (53) Cobra “Trusty Rusty”, (57 @58) Cleveland 588 “Gun Metal” w/ True Temper Dynamic Gold S400

PUTTER

1996: Scotty Cameron Classic Newport 1 35 Inches, 71 Lie, 4 Degrees of Loft, Scotty Cameron Long Slant Neck Laguna Custom (double welded neck)

1997: Odyssey Dual Force Rossie 2, Scotty Cameron Pro Platinum Newport “Beached”  35 Inches, 71 Lie, 4 Degrees of Loft w/ PingMan “Blacked Out” Grip

1998, 1999, 2000: Scotty Cameron Pro Platinum Newport “Beached”  35 Inches, 71 Lie, 4 Degrees of Loft w/ PingMan “Blacked Out” Grip

2001: Nike Golf and The Open Championship

The relationship with Titleist Golf ended quickly and when David showed up to Kapalua with a non-Titleist stand bag the rumor mill went nuts. The story (although super speculative) was that David opted out in the middle of a $4.5 million per year deal with Acushnet, a lawsuit followed, but Davids’s stance was that he had a marquee player clause that allowed him to walk if he wasn’t “marquee” aka highest-paid.

Apparently he had a point, Acushnet had recently inked big deals with Davis Love and Phil Mickelson leading someone on the outside to do the math. However, I’m not an attorney, wasn’t there, and have no clue what the legality of any of it was. Point is, he walked and landed at Nike with a new head-to-toe contract. 

 

DRIVER:

Titleist 975D 7.5 (no line heavier head weight) w/ True Temper EI70 Tour X

Titleist 975Z Prototype 7.5 w/ True Temper EI70 Tour X

Nike Titanium w/ True Temper EI-70 II Tour X (pictured below)

Nike Titanium Prototype 7.5 w/ True Temper EI70 Tour X (featured image)

3 WOOD:

Callaway Steelhead Plus 4+ @15 w/ RCH 90 Pro Series Strong

Nike Prototype @14 degrees w/ True Temper EI-70 Tour X

Sonartec/Excedo (SS-03 head) Driving Cavity @14 w/ Fujikura Vista Pro 90X

IRONS:

(2-PW) Titleist 990B w/ True Temper Dynamic Gold X100  (with sensicore)

(2-PW) Nike Prototype “DD” Grind MB w/ True Temper Dynamic Gold X100 (with sensicore)

(2) Titleist DCI Black w/ True Temper Dynamic Gold X100  (with sensicore)

 

WEDGES: 

(53) Cobra “Trusty Rusty”, (57 @58) Cleveland 588 “Gun Metal” w/ True Temper Dynamic Gold S400

(53,58) Nike DD Grind w/ True Temper Dynamic Gold S400

PUTTER: Scotty Cameron Pro Platinum Newport “Beached”  35 Inches, 71 Lie, 4 Degrees of Loft w/ PingMan “Blacked Out” Grip

SPEC TALK

Over the years the one constant was David’s iron and wedge specs. As a shut-faced player he has always favored traditional lofts in his irons. However, a cool thing to note is his lie angles remained constant 59.5 (2-4), 60 (5-9). The running theory here was being a shallow (low hands) and shut faced player, keeping the lie angles at a constant (flatter) lie angle allowed him to feel like his angle of attack could remain the same for each iron. It’s just a feeling but that’s what he did. If the “why of it” is true, it looks like he was doing Bryson things before Bryson did.

David Duval Iron/Wedge Specs

Loft/Lie/Length/SW

  • 2-17/59.5/40.25/D5
  • 3-20.5/59.5/39 1/6/D4
  • 4-24/59.5/38 9/16/D4
  • 5-27/60/38 1/16/D4
  • 6-30.5/60/ 37 9/16/D4
  • 7-35/60/37 1/16/D4
  • 8-39/60/36 9/16/D4
  • 9-43/60/36 5/16/D4
  • P-47/61/36/ 1/16/D5
  • GW-53/62/35 5/8/D4
  • LW-58/62/35 9/16/D6

Whew…since this prolific run, David transitioned into some interesting projects with smaller companies like Scratch, B.I.G Golf (AKA Bio-engineered in Germany), back to the mainstream with Nike, and most currently Cobra Golf.

I hope you all enjoyed this walk down memory lane with me, Duval is not only fascinating from a career standpoint but digging into the equipment of DD has been quite the experience.

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“Why can’t I hit my new irons to a consistent distance?” – GolfWRXers have their say

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In our forums, our members have been discussing irons and how to hit your numbers consistently. WRXer ‘Hubb1e’, who is a 15 handicap, is having issues and says:

“I recently upgraded from 20 year old Taylor Made 360 irons to a set of custom-built Callaway Apex 19 Forged irons. Old irons were traditional cavity back. New irons are categorized as players distance irons. Both have the same fit.

My new 3 iron will go 230 yards or 130 yards and not even make it far enough to reach the fairway. My new 7 iron will typically go 160 yards but will often will fly 175 yards or drop out of the air at 120 yards. I can’t control the distances of my new irons, and I spent a fortune custom fitting them to my swing. Why is this happening? This was never an issue with my old irons. A bad hit would go 10-20% shorter, but I never had balls fly over the green or completely fall out of the air. What is going on with my new equipment?”

Our members offer up their solutions 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.

  • ThreeBoxers: “Strike quality is your answer. Tech or no tech, irons will not have 50-yard distance discrepancies. Not super familiar with the Apex irons, but they’re pretty forgiving no? You might lose 10 yards on toe or heel strikes but 40, 50? You’re probably hitting it heavy. If they have a beveled edge, it may mask the feeling of hitting it fat a bit, but not the result. My Mizunos have a pretty aggressive front edge grind which helps a ton on heavy shots. It’s the difference between landing 15 yards short and 50 yards short. +1 on using foot spray to check impact.”
  • extrastiff: “It also would not hurt to check your swing speed. Even strike being terrible that’s a large discrepancy. Maybe your last build had a weight that helped you get consistent swing speed.”
  • WristySwing: “I would say inconsistent strike is the biggest issue. Now that can mean a couple of things. It could mean you, as in the person swinging, are not hitting the ball properly because of inconsistent delivery. The other option is the fit is bad, and it is causing you to be extremely inconsistent because you cannot feel the head. It might be a little bit of column A and column B. However, I would lean more towards column A in this scenario because even a horrifically misfit set someone could get used to it eventually and not have 100 yards of discrepancy in carry shot to shot. I’ve seen people who are playing 50g ladies flex irons with fat wide soles who are very shallow and swing a 6i 92mph still not have 100 yards of carry flux with their sets. If your miss is toe-side 9/10x that is because you are coming too far from the inside. When you get too stuck on the inside you typically stall and throw your arms at it. When you break your wrists (flip)/throw your arms at it you get a very inconsistent low point average that often manifests in extremely fat or thin strikes….typically fat since your squat and rotate is out of sync with your release. As others have said, get some impact tape/foot powder spray and see where you are actually making contact. Then if you can get on a video lesson and see what the issue is. As of right now, we can all only assume what is going on. If your low point control is good, you don’t get stuck, and you are hitting it in the middle of the head — then fit comes into question.”
  • larryd3: “I”d be on the phone to my fitter and setting up a time to go back in and see what’s going on with the irons. You shouldn’t be getting those types of results with a properly fit set of irons. When I got my fitting earlier this year at TrueSpec, the fitter, after watching me hit a bunch with my current irons, focused on increasing the spin on my irons, not on distance but on consistency. So far, they seem to be working well when I put a decent swing on them.”
  • fastnhappy: “One possibility that wouldn’t necessarily show up indoors is sole design and turf interaction. You may have a real problem with the newer clubs because of a sole design that doesn’t work for your swing. That’s hard to tell when hitting inside off a mat. If so, you’d see major distance inconsistency because of strike. The feedback I’ve seen on the players distance irons is exactly what you’re describing… difficult to control distance.”

Entire Thread: “Why can’t I hit my new irons to a consistent distance?”

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What GolfWRXers are saying about their favorite watch for golf

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In our forums, our members have been discussing their favorite watches for golf. WRXer ‘Sourpuss’ asks fellow members: “Dealer’s choice, cost is of no concern. What would you wear if you could afford it? Top 5 of your choice?” and WRXers have been weighing in with their choices 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.

  • sheppy335: “Garmin S40. Love the feel and look.”
  • golfkrzy10: “Apple iWatch with the hole 19 app. Yardage, score, fway, and putts. Perfect for my minimalist walking views on the golf course.”
  • jcboiler: “Second the Apple Watch. Need to look into the apps though.”
  • Deadsquiggles: “If it didn’t bother me to play with a heavy watch, I’d wear my Deep Blue NATO Diver Automatic. But instead, I wear my cheap GShock.”
  • Golfjack: “I thought I was going to come in with a witty comment about my expensive watch, but looks like I’m late! Anyway, I wear my Galaxy Active 2 normally now. Used the Golf Caddie app for a few times. It worked well enough, but I don’t see it helping too much. Still prefer using apps on the phone if I need GPS info. Otherwise, I just use my rangefinder.”

Entire Thread: “Favorite watch for golf?”

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