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OGIO announces brand refresh, releases two new golf bags

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Just over a year ago, Callaway Golf acquired Ogio International, Inc., for $75.5 million. Plenty in the golf space wondered what the folks in Carlsbad would do with the company. Well, we no longer have to wonder. Today, the golf bag (and luggage, backpacks, and apparel) manufacturer unveiled a global brand refresh. New products, website, and logo are all components of the change.

Speaking on the news of the brand refresh, Harry Arnett (Ogio President and Callaway SVP of global marketing) said.

“Innovation is the driving force of everything we do. Change is obviously critical for any brand, especially one that has been around for 30 years like we have. The products we are launching represent the very best in design, quality, and performance. It’s an exciting step forward for our company and we know current fans and potential new fans of OGIO will love the new direction.”

Along with the refresh, Ogio also announced the release of two new golf bags, which are available for purchase today.

Alpha Convoy

The Alpha Convoy is part of the first collection that the company has launched as part of their rebrand, and is available as both a cart bag and a range-to-cart bag.

Alpha Convoy cart bag features include

  • CORDURA EcoMade fabric designed for durability
  • a 14-way top
  • three handles
  • an extra-large putter well
  • 10 YKK zippered pockets

The Alpha Convoy comes available in black, red, orange, green, and blue. The bag is available to purchase for $300.

Shadow Fuse

Designed for mobility, the Shadow Fuse weighs just 4.2 pounds.

Features include

  • lightweight 200D polyester ripstop fabric
  • a fit disc system for improved weight distribution
  • five zippered pockets

The bag from Ogio comes in a choice of colors including black, grey, green, navy blue, red, white and light blue. The Shadow Fuse is available to purchase for $250.

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Gianni is a freelance writer. He holds a Bachelor of Arts as well as a Diploma in Sports Journalism. He can be contacted at gmagliocco@outlook.com. Follow him on Twitter @giancarlomag

13 Comments

13 Comments

  1. RH

    Nov 2, 2018 at 3:36 pm

    Whats kind of strap? I see no pics of this anywhere.

  2. Dbrat

    Nov 2, 2018 at 12:16 pm

    Please some manufacturer make a bag with an external putter well again!! Us folks with short putters need them!!

  3. Tom

    Nov 2, 2018 at 11:57 am

    Owned quite a few ogio bags, always great colors and patterns, these new offerings look plain and uninspired. At there’s prices my next bag will most likely be a Vessel.

  4. Bri

    Nov 2, 2018 at 10:01 am

    Not sure Ogio bags were ever any better quality than others (I had 2 Grom bags that both straps wore through on the metal ring) but what they did do better than most was stand out in a crowd. These 2 are the dullest colourways and designs you could show.

    Loved my old red/black tartan style Ogio Grom bag – you never mistakenly went to put your clubs into a fourball partners bag when I had it!

  5. Bsoudi

    Nov 2, 2018 at 9:13 am

    Total miss. Their new design direction abandons everything Ogio used to be – sleek styling, nice fabrics, innovative features. It was premium.

    The cart bag, especially looks like every other bag now, except in simple boring colors and lame webbing straps all over. Stylish molded handles are now cheap webbing with neoprene.

    Their backpacks have also become shapeless blobs. Again with the webbing all over the place. There are dozens of companies out there putting out these tactical type backpacks. Huckberry features better looking ones every week.

    Abandoning their motorsports influence has made them just like everything else. Hard to see what Ogio stands for moving forward.

    It’s sad when a company that was doing something different and it resonated with you makes a hard turn to something else. I’m lielymaking a hard turn to sun mountain.

  6. e

    Nov 1, 2018 at 8:53 pm

    what an expensive “upgrade”. my hoofer still holds my clubs just fine…

  7. Tiger Noods

    Nov 1, 2018 at 6:11 pm

    Can’t wait for the new Silencers.….. oh. Right.

  8. Jordan

    Nov 1, 2018 at 4:17 pm

    A brand refresh doesn’t change the fact that OGIO bags all have legs that wobble like they just took an uppercut from Tyson. Best to stick with the Hoofer.

  9. JD

    Nov 1, 2018 at 4:13 pm

    ONLY 42 POUNDS! Better start getting some deadlifts in if this is where golf bags are headed.

  10. Jim

    Nov 1, 2018 at 1:42 pm

    By the way, OGIO’s website only lists the Shadow Fuse bag for $249 which while higher than SM comparable bags isn’t too ridiculous. Might want to alter you article.

  11. Drew

    Nov 1, 2018 at 1:21 pm

    SO, the golf industry’s answer to making more money is to brand refresh and use it as a means to increase the price by 50%? A similar bag from everyone else costs at most $200.

    • C

      Nov 1, 2018 at 2:57 pm

      Nobody makes golf bags the way they do, PERIOD!

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Accessory Reviews

Talking with Alonzo Guess of Sunfish…and a look at the insane headcover they made GolfWRX

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We last talked with Alonzo Guess of Sunfish in November of 2017 after the Nashville-based company launched a custom headcover and accessory builder on its website.

The company has been producing custom headcovers, yardage books, and other accessories since 2013 when it entered the market with its signature wool headcovers.

We wanted to see what was up, and Guess was kind enough not only to answer a few questions, but to design a pretty incredible GolfWRX driver cover using some raw assets we sent over.

BA: What’s new at Sunfish since we last talked? 

AG: 2018 was a great year for innovation at Sunfish. We worked hard to develop new design and construction techniques, and it has been really exciting combining these new creative elements into one of a kind headcovers and accessories. 2018 was our eighth year in business, but it was probably the most significant in terms of innovation. We’re excited to see where we can go from here!

BA: Looking at your websites, I know one of the new things you developed is something you call Photoflux. What exactly is Photoflux?

AG: Photoflux is our proprietary high-resolution printing process, that gives us the ability to apply to our products anything from photos to complex patterns to intricate logos. The level of resolution and detail is truly unmatched, and can’t be achieved with embroidery. We apply it to our leather and Duraleather products, even our hand-made copper ball markers and divot tools! Those are really exciting, because we can make custom copper ball markers with full color logos, on demand

BA: How the heck did you come up Photoflux?

AG: A customer ordered a scorecard holder with his family photo to be embroidered on each side. We made the piece and weren’t happy at all with the result. The embroidery process couldn’t do justice to the photographs. It was clear that there were certain limitations to embroidery, and we were motivated to overcome them. After months of trial and error, long hours and strenuous testing against sun, rain, and wear, we developed the current process.

BA: What are ways the Photoflux process can be used?

AG: Photoflux is perfect for applying photos, but can also be used for intricate logos or family crests. Really any graphic element can be expressed accurately using Photoflux, including shading. Recently we’ve had fun developing custom patterns such as tiger fur and using them as stripes on headcovers. The sky’s the limit!

Photoflux is best in concert with other design techniques, such as embroidery, laser engraving, and precision cutting and sewing. The featured piece (shown in this feature) incorporates Photoflux, precision cutting and sewing, laser engraving and embroidery. The result is as much artwork as it is a functional golf accessory.

BA: What are the limitations of the technology…what products can you apply Photoflux to?

AG: It’s great for leather and Duraleather headcovers, putter covers, scorecard and yardage book holders, alignment stick covers, cash covers, valuables pouches, wine bags, barrel style tartan headcovers…and even copper ball markers and divot tools!

BA: Tell me about this headcover you made for GolfWRX. I suggested the use of a graffiti wall, a GolfWRX logo, and skeleton hand holding up one finger to denote one club/driver, and you really went to town!

AG: So for the headcover you have, we used Photoflux to apply the graffiti wall image to the top of the cover (did you notice the ‘GolfWRX’ spraypaint in there? We threw that in there for you as an Easter egg!). On top of that, we embroidered the skeleton hand. For the stripe, we laser cut the outline of a typical urban skyline, and laser engraved the chain-link fence pattern over the top, than sewed that down. The bottom portion is a Photoflux image of GolfWRX that you sent over.

With so many new ways to decorate and manipulate the materials, we’re really excited about combining it all for our fans and customers to create really unique products. We feel the sky is the limit, and we hope this headcover illustrates that.

 

 

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Equipment

New XXIO Prime woods, hybrids, and irons aim for lightweight power

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XXIO’s latest club offerings, XXIO Prime, looks to offer easy distance and easy accuracy for the moderate swing speed golfer, according to the company.

XXIO Prime woods

xxio-prime

XXIO Prime Woods feature a new re-designed hosel structure, and reduced stiffness at the tip of the driver shaft, which is designed to help moderate swing speed golfers to close the clubface through impact.

Forged from Super-TIX PLUS Titanium, the new cup face includes a sweet spot that is noticeably larger than previous designs, which aims to increase distance performance significantly. The Super-TIX PLUS Titanium Cup Face is thinner, lighter and stronger than previous additions, creating a maximum COR across the face, which aims to increase ball speed and distance.

According to Chuck Thiry, Vice President of XXIO USA

“The speed increases, higher launch angles, and draw bias of the new Prime will show immediate results from swing one. It’s legit lightweight power for the players that absolutely need it the most.”

Featured in the XXIO prime woods is the SP-1000 shaft, with TORAYCA T1100G carbon fiber and NANOALLOY resin, which creates a strong but lightweight club. Along with the lightness in the shaft, XXIO has made weight savings in the grip and club head, which aims to produce woods that are both fast and easy to swing.

The XXIO Prime woods feature an expanded toe and narrowed heel, a tungsten-nickel inner weight that is low and deep, a lighter hosel repositioned closer to the center of the face, and reduced stiffness at the tip of the shaft, all with the aim of offering golfers with maximum forgiveness from their woods.

The XXIO Prime woods will be available from March 1 and will cost $579,99.

XXIO Prime hybrids and irons

The new XXIO Prime hybrids feature an expanded COR and a lower center of gravity, which is designed to increase distance and ball speed while delivering a straighter ball flight.

The hybrids from XXIO contain a Forged Maraging Steel Cup Face which includes a large sweet spot which aims to increase distance performance.

Just as with the woods, the XXIO irons also feature the Super-TIX PLUS Titanium Cup Face, though along with this, they also contain a CNC milled speed groove, which significantly increases the COR, creating a larger sweet spot, designed to provide greater distance, ball speed and accuracy.

Both the hybrids and irons include the SP-1000 Shaft, with TORAYCA T1100G carbon fiber and NANOALLOY resin. The hybrids and irons also feature weight savings in the grip and club head, with the aim of increasing swing speed.

With an expanded toe and narrowed heel, plus a crown step that moves weight low and deep, XXIO claim that this is their most forgiving suite of Prime hybrids. While with two high-density tungsten nickel sole weights and an overall profile that is 3mm shorter than the previous model, the company also claims to have created their most forgiving irons yet.

Speaking on the new XXIO Prime series, Chuck Thiry stated

“XXIO Prime is, quite frankly, the most unique and beneficial product ever available to moderate swing speed players. Period. People might think that is marketing hype, but they simply haven’t hit Prime yet.”

Both the XXIO Prime hybrids and irons will hit retail stores on March 1. The Prime hybrids will cost $379.99, while a single graphite iron will be available for $259.99.

 

 

 

 

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Equipment

SPOTTED: 2019 Mitsubishi shafts

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The Diamana shaft line from Mitsubishi Chemical is probably one of the most iconic in the sport. Released in 2005, Blueboard, Whiteboard, and Redboard, were the first generation of shafts.

Photos of the full fourth generation Diamana lineup, offering new materials and technology, along with new names, have surfaced in the GolfWRX forums. Like previous generations, each color shaft offers different ball flight and spin characteristics.

“RF” is the highest launching and spinning in the Diamana line, offering high launch and mid spin, while the “BF” is the mid-launch and mid/low-spin model. Finally, the “DF” is mid/low-launching and the lowest-spinning shaft in the lineup.

All of the fourth generation Diamana shafts use updated technologies and materials that you would expect from a premium lineup. DIALEAD pitch fiber is helps reduce shaft deformation, while still producing exceptional energy transfer.

Each shaft contains MR70 carbon fiber that is 20 percent stronger than conventional materials and Boron fiber for its compression strength and shaft reinforcement. ION plating has been done before in the Diamana line, in vacuum chambers — silver alloy ions are bonded to the shaft to give it a chrome-like finish that can’t be replicated by paint.

See what GolfWRX Members are saying in the forums.

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