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Adidas “actively seeking buyer” for TaylorMade

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The Adidas Group has made its plans for TaylorMade Golf very clear. It “will actively seek a buyer for the remainder of its golf business, which mainly consists of the TaylorMade brand, as well as the Adams and Ashworth brands.”

The announcement came in Adidas’ 2016 Quarter 1 earnings report, which was rosey for the German athletic apparel company. Currency-neutral sales increased 22 percent in Q1, with accelerating momentum in both the Adidas and Reebok brands. TaylorMade, on the other hand, saw currency-neutral revenues decrease 1 percent, as growth in TaylorMade’s core products “was more than offset by sales declines at Ashworth and Adams.” Product margins were also lower at TaylorMade, although they’re expected to rebound.

“TaylorMade is a very viable business,” said Herbert Hainer, Adidas Group CEO. “However, we decided that now is the time to focus even more on our core strength in the athletic footwear and apparel market. “With its leadership position in the industry and the turnaround plan gaining traction, which is clearly reflected in the top- and bottom-line improvements recorded in Q1 as well as recent market share gains, I am convinced that TaylorMade offers attractive growth opportunities in the future. At the same time, the planned divestiture will allow us to reduce complexity and focus our efforts on those areas of our business that offer the highest return and where we can have the biggest impact in reaching our consumers and winning their loyalty for the Adidas and Reebok brands.”

According to the release, Adidas plans to keep a foothold in golf through its footwear and apparel business.

“Going forward, the Group intends to focus its efforts in this market segment on further strengthening its position as a leading provider of innovative golf footwear and apparel through the Adidas Golf brand,” the company said in its press release.

A final decision on the divestiture of TaylorMade, including the detailed terms of a potential agreement, is subject to approval by the Supervisory Board.

View the full Adidas Group release here

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71 Comments

71 Comments

  1. Jack

    May 20, 2016 at 8:02 pm

    Just bought a used set of RSI TPs w/ kbs c tapers for $340. That should tell you everything that is wrong w/ their business model. 1 model old premier set…and a $800 discount (thank you fellow GOLFWRX’r… I appreciate it BIG time!)

    Why would I buy PSI when I can get the RSI TPs for that price!?

  2. Matt

    May 7, 2016 at 11:44 pm

    Sold.

  3. Gorden

    May 5, 2016 at 9:29 pm

    Maybe the Slazenger/Dunlop group can come back and take over the Taylormade ball plant……be nice to have American made Maxfli golf balls back again. And as far as Ashworth, I would hope someone jumps on them and keeps the sizing the same, golf was made to be played with shirts an inch to wide in shoulders and selves that almost reach the elbows….

  4. don d.

    May 5, 2016 at 7:59 am

    Great equipment. Look at all the players who always seem to be hitting the latest and greatest TM drivers. The golf business is always evolving and it really does not matter to us addicts. All you need is a ball and a stick and let’s go play!

  5. Piter

    May 5, 2016 at 6:40 am

    Don’t really understand why TM is always so critized, for bringing out new models each year? Been playing since 2011 and as any new golfer I blame my high h’cap on the equipment, surely my beautiful swing is not at fault.. Am a keen reader of equipment reviews therefore and it seems to me that just about every big manufacturer brings out new versions of their clubs evry year, so why slag TM? (Been meaning to check some of these model updates to see how often the weight moves from the back to the front to the bottom to the sides and back to the back again, but that’s a different story.) One complaint I read I think of TM is having less loft on clubs than most competitors but to me that is the PGAs fault for not standardizing what loft each club should have. Anyway, TM seems to work for Jason Day so cant be all bad. No TM fan per se, though I just hit my longest drive ever yesterday (285m) with a TM driver, but it is the only TM in the bag among 5 other brands.

    • Summit

      May 9, 2016 at 5:16 pm

      The arguments against Taylormade are for many reasons.
      Their product cycles have been less than a year, and they have been accused of flooding the market with product. While other companies do this as well, Taylormade is best known for it and it has come back to bite them now and Adidas has realized it. The new president of Callaway outlined it real well at the 2015 PGA show I believe. By over producing product, club prices are reduced in the market faster. With the dropping prices of golf equipment, consumers are now purchasing more and more product on discount every year. While this is great for consumers who are getting the current year’s product at a discount, it drives the average sell price of products down, reducing margins for manufacturers. Sure they sell more product, but the number of golfers buying product at the new introductory price decreases, thus making the company less money overall, as Taylormade has seen over the last 3 years.
      The President of Callaway Golf mentioned that their company has done that as well, and has now shifted gears over the last 3 years. Their products are now mostly 2-year life cycles, with limited run quantities, meaning that they will typically sell out of equipment before any major price cuts. It seems to be working as they are one of the only profitable companies in the industry now.

  6. SPANKY

    May 4, 2016 at 11:39 pm

    This is one of the worst web sites of all time- they should blather less about bs like this and talk more about why ALL YOU HACKERS are still HACKERS and what’s with all the asians who refuse to figure our that a rake isn’t for cooking a rat over the club houses artificial fire pit!

    • Brad

      May 5, 2016 at 11:10 am

      Your attempt at trolling was an epic fail to say the least….

      If you are going to try and poke the bear, you could have at least used proper grammar, and spelled words correctly. For a website that you claim is so horrible, it is interesting that you took the time to read an article and then proceed to write a poorly worded comment on it. Seems like an awful large waste of time…

      Since you are apparently such an amazing golfer, shouldn’t you be out on the course shooting a 59 or something right about now? Get a life dude.

    • Brandon

      May 5, 2016 at 2:40 pm

      You seem like a joy to be around!

    • Forsbrand

      May 8, 2016 at 4:04 am

      Come on man no need for racism on here please! There’s enough fighting in the world over religion at the moment.

      Have some fun by all means but let’s keep it clean, we have some young members on here.

      Peace out!

  7. Nath

    May 4, 2016 at 10:18 pm

    Adidas squeezed TM for every last penny to near death of the company and the industry for that matter, this process has been happening for the last five years.

  8. Pe'a

    May 4, 2016 at 9:43 pm

    TM take the M and turn it up side down that’s who’s gonna buy the company. With TW as a face of that company boom TM can make quick turn around. It’s all about who’s wearing this whose hitting this and that club. But that’s if TW cut off Nike. Just a thought lol $1 hole? ????

    • painter33

      May 9, 2016 at 10:59 am

      Oh, you mean like Air Jordan is to Nike. Not an altogether bad idea, although I can’t imagine TW using the clubs.

  9. Goof

    May 4, 2016 at 9:13 pm

    TRUMP TRUMP TRUMP. Donald’s kids could run the biz.

  10. tlmck

    May 4, 2016 at 8:17 pm

    As long as they continue to make Adicross I do not care.

  11. Cdub

    May 4, 2016 at 6:06 pm

    Taylormade will find a buyer no problem. An altered business model would do magic for their profitability. Adams and ashworth are dead brands.

    I’m surprised they are selling the whole lot vs. divesting Adams and Ashworth and “restructuring” Taylor Made.

    My money is on UA for Taylor Made.

    Should be interesting

  12. Bobcat pee

    May 4, 2016 at 5:52 pm

    Everyone on golfwrx chip in $100 and we buy it? Could then have some input on what gets put out there.

    • Goof

      May 4, 2016 at 9:07 pm

      Yeah. Then we can have a new Driver every MONTH from the new TM for sure. lmao you goof

  13. Slimeone

    May 4, 2016 at 4:41 pm

    It’s like the TM brand is now following the same pattern as the TM product cycles and being run out at bargain prices. It seems karmic.

  14. Mark

    May 4, 2016 at 3:57 pm

    Adidas have obviously seen TM peak and want out before they shrink while still supporting an expensive tour staff and R&D budget. Every driver maker has a few golden years then slumps. Ping have been the only ones to buck the trend.

    • Mike

      May 5, 2016 at 8:08 am

      yeah Ping has always been average

    • Summit

      May 9, 2016 at 5:18 pm

      I wouldn’t say Ping has been the only one. While Titleist and Callaway have seen slow years, they have really only seen them during lulls in the market. They have both been premier brands along with Ping. That’s partially why all 3 hold their value better than any other manufacturers.

  15. Blmarlin

    May 4, 2016 at 3:56 pm

    Perhaps the Royal Lifestyle guy should buy them….

  16. MGB

    May 4, 2016 at 2:10 pm

    I really do not think many of you read past the headline in these articles. The reason sales are down is not because of Taylormade or Adidas Golf clothing but because of increasingly declining sales from Ashworth and Adams, two smaller branded companies owned in the same portfolio. I think it would be amazing for Taylormade to be purchased and rebranded like Titleist – focused on high quality materials and R&D, slow to development and release of new products, and focus on the top 70% of income playing customer base.

  17. Andy

    May 4, 2016 at 1:52 pm

    adidas sank TM. Kept asking for more profits, which led to pulling forward of product, which finally caught up with them. Should have stopped being “yes men” and acted more responsible to the consumer. adidas selling TM might be the best thing going for them.

  18. Forsbrand

    May 4, 2016 at 1:05 pm

    Than you for brining yesterday’s news tomorrow?

    This story is so stale, certainly in stock booking circles

  19. Hack

    May 4, 2016 at 12:57 pm

    I don’t think there is a viable marriage with the apparel or club companies people want to throw around. Look for the final suitor to be a private equity firm you have never heard of.

  20. Gary

    May 4, 2016 at 12:23 pm

    Callaway is licking their chops now. Buy Taylormade, take their R & D and then make Taylormade a “store line” club (for Walmart, Costco).

    • Weekend Duffer

      May 4, 2016 at 1:55 pm

      Callaway will be next if they keep releasing 10 drivers every year

  21. Mike Honcho

    May 4, 2016 at 12:21 pm

    Adams will be the next Golfsmith brand. Bob Parsons will buy TM, TM becomes little sister to PXG.

  22. Mike Honcho

    May 4, 2016 at 12:20 pm

    Adams will be the next Dick’s / Edwin Watts / Golfsmith brand. Bob Parsons will buy TM. TM will be a little sister to PXG.

  23. Hoops

    May 4, 2016 at 12:14 pm

    Symptom of the bigger issues in the golf industry. Too many brands. Too much product. Money being drained out of the industry to players and managers. Not enough consumers to support everything. Supply much greater than demand. So there will be casualties, sure as night follows day.

    Golf is not “cool”, not attractive to younger consumers any more. Golf insiders say Spieth and McIlroy will appeal to younger generations because they are young themselves….but they are a long way from being “cool”. Nice guys, fabulous golfers….but not “cool”. Nothing about golf attracts the kids now…dodgy clothing, expensive clubs, archaic clubhouse rules, takes too long to play, etc etc. So overall, no surprise Adidas is looking to get rid of TM, Ashworth and Adams. Much easier money to be made in other sports and categories.

    • Kenneth

      May 4, 2016 at 12:57 pm

      I’m pretty sure Jordan and Rory are “cool”… that whole generation who are kind of friendly and competitive at the same time is a great breath of fresh air…

      • Hoops

        May 5, 2016 at 6:44 am

        That’s the point…..people who are already golfers think Rory & Spieth are cool..and compared to most other pro golfers they are. But to young non-golfers who are yet to get into the sport, they are distinctly un-cool in the wider perspective….clothing, hairstyles, repetitive bland interviews, no intense rivalries (eg Borg/McEnroe) etc etc. Until golf understands how non-golfers view it, it cannot truly address the slump in participation.

  24. Rob

    May 4, 2016 at 11:15 am

    I know Taylormade takes a lot heat for their product releases and heavy marketing tactics but over the last 10 years they have done a lot of good for the game of golf. Their strategy of adding new clubs every year and offering previous years model at a discount price fundamentally changed the equipment industry. “New” clubs could now be had for used club prices which allows budget conscious people the opportunity to upgrade their clubs or allows people new to the game to buy new clubs and a fraction of the cost of buying brand new. Taylormade has also been a leader in club technology. Look at how far they have pushed the envelope in club head design, club material, adjust-ability etc etc. over the last 10 years. Taylormade has never been afraid to test the limits of their clubs and we are all better for it. Just look at how forgiving most of their clubs are now compared to 10 years ago. The technological advancements we see across all manufacturers is courtesy of Taylormade. We could all do without the heavy “XXX yards further than previous models” marketing tactics but take a step back and look at the contributions they have made to the equipment industry, they really have revolutionized it.

    • Aaron

      May 4, 2016 at 12:54 pm

      Sorry Rob but your statement is indicative of the ignorance within the golf product and manufacturers landscape. They did this to themselves with a business model that cannibalized their own product. By releasing clubs in such quick fashion you devalued the prior model and therefore reduced your overall sales numbers and significantly reduced your already thin margins. You continue that methodology over a handful of years and, voila, you are now for sale… I called this out multiple times over the past 5 years and it doesn’t take an MBA or a business genius to understand the multitude of flaws with TM’s model… After the release of the R9 woods they also lacked any true innovation. Everything that came after was a recycled tech or a borrowed idea tweaked in a TM way. You then pile onto their books the huge list of pros paid to be ambassadors of their product and with weak retail sales it was just too much… I don’t dislike TM but they strayed from the successful business model of the early 2000’s up to about 2010 that gave them the market share and energy around there brand and they became a marketing joke. Just jump on this site and you will find countless arguments about their direction and purely stupid release cycles. They went from leader to laughing stock because of their own hubris and greed.

      • Rob

        May 4, 2016 at 4:25 pm

        I agree with your statements to a degree. You are right, they may have shot themselves in the foot with their year over year product cycles and it doesn’t take a genius to figure out how that will hurt the bottom line but it was taking the initial step in that direction that changed the industry as a whole.

        There have been plenty of innovations since the R9, most of which we cant see. Innovations in material combinations, weight distribution, MOI, CG…. All in the name of forgiveness and making golf an easier game for the masses. Regardless of whether or not you agree with their marketing practices and business model they have been an industry leader in club design and almost every other manufacturer has had to play catch up.

        I don’t like their tactics any more than the next guy, but to me, those are two very positive impacts they have had on the game.

      • Art Vandelay

        May 4, 2016 at 6:54 pm

        Aaron, what do you know from reading drivel on a website and attempting to extrapolate that into your knowledge? It is clear, very clear, that you are totally ignorant of any true mechanical engineering knowledge that’s tied to golf product manufacturing. The business model is sadly based on parent company demands, no arguments can be made against its market MAP pricing value erosion. You are right about that and the hopeless marketing machine, but no clear innovation since the R9??? That is so proposterously ignorant and indicative of some of the delusions readily accepted on this comical website, it hurts to even acknowledge your lack of understanding in this arena. You are just so off base, truly. Great run down about the other stuff but stick to what you know my friend, even companies like Wilson have drivers out now that could probably beat an R9 on Byron.

    • Shank

      May 4, 2016 at 1:08 pm

      They just re-badge clubs every year and call them new!

      A good set of irons will last for years but they tell people otherwise!

  25. TOM

    May 4, 2016 at 10:39 am

    well there we have it. Suspicions confirmed.

  26. Weekend Duffer

    May 4, 2016 at 9:53 am

    Will this delay next month’s M3 release?

  27. Stoo

    May 4, 2016 at 9:46 am

    The one person who makes sense for TM is………

    TRUMP.

  28. Insider

    May 4, 2016 at 8:59 am

    totally could see UA buying Taylormade, dropping the name, and putting UnderArmour on the clubs

    • Scooter McGavin

      May 4, 2016 at 9:41 am

      I doubt it. You don’t just scrap a name with decades of reputation as a leader in the industry and slap on a name that people have never associated with the product. Not going to speak to whether UA would buy them, but that would be an enormous risk to spend millions or billions on a company and just to toss all of the reputation it has built out the window and start from square 1.

      • Mike

        May 5, 2016 at 8:13 am

        exactly. Many other major brands exist with an apparel partner – cobra/puma, titlest/footjoy, Taylormade/adidas, etc

        can’t see why Taylormade/Underarmor couldn’t co-exist

    • Stoo

      May 4, 2016 at 9:45 am

      That is the dumbest thing I’ve ever heard.

    • LabraeGolfer

      May 4, 2016 at 10:16 am

      Or they could just run it as a separate division that would make sense. I heard that Under Armour was interested in Cleveland Golf. I just heard the other day that Cleveland was going to put the focus of Woods and irons to Srixon and leave the Cleveland branding for the wedges and flatsticks it makes a lot of sense to me.

    • steve

      May 4, 2016 at 11:46 am

      Why would UA want this mess? Golf equipment companies make little to no money. Nike a UA rival in the same space, losses money in the Golf equipment biz. All UA would have to do is look at Nike and say what is the benefit for us.
      Golf is a shrinking business, the Tiger effect that carried alot of golf courses, equipment companies is over. These new guys on tour, albeit super talented are not going to have a effect no matter how many times they tell you golf is in a good place. Ratings are down, sales are down, courses are struggling. What applies to horse racing and nascar applies here. How do you make a small fortune in the Golf business, start with a big fortune.

      • Zorro

        May 4, 2016 at 1:36 pm

        All this is very true. Golf course sustainability is even darker than the equipment manufacturer’s. GolfNow makes the game affordable for ordinary people, but very difficult for ownership to operate a business.

      • Goof

        May 4, 2016 at 9:12 pm

        Exactly, Steve. Well said. Besides, what would UA do with Spieth’s contract? Give him more to cut it, or hope that he comes over and uses TM? that’ll be a laugh

  29. mitch

    May 4, 2016 at 8:56 am

    and flooding the market leads to this..

  30. steve

    May 4, 2016 at 8:49 am

    Their selling because their bleeding red. Why would anyone want to buy this? It is buying a promblem. Golf equipment business is not a good place to make money.

    • Scooter McGavin

      May 4, 2016 at 10:10 am

      For the right price it could work. You can keep the name and reputation, streamline, cut out waste, etc. and make it viable again. I am by no means an expert on the subject, but I would assume that the millions they pay out to tour pros probably doesn’t provide the intended return on investment. I think the same question could be posed regarding what they spend on advertising.

    • kingfish

      May 4, 2016 at 10:21 am

      They’re and They’re

      sorry bothers me.

    • Nolanski

      May 4, 2016 at 10:25 am

      Somebody would be buying the brand, not the business model.

  31. James G

    May 4, 2016 at 8:41 am

    Nike should buy TM and quit making clubs themselves. Nike-TM could be huge. Though, I suspect TM may not even align with an apparel/shoe company. Could be bought and re-established sort of like Titleist-Footjoy.

    • cb

      May 4, 2016 at 9:24 am

      but you also have to take into the account that whoever buys TM will also probably have to pick up the tab for all the players sponsored under TM

  32. Milo

    May 4, 2016 at 8:33 am

    How much do they want? I’ll buy it!

  33. DJ

    May 4, 2016 at 8:30 am

    Please not under armour. My stock will tank!

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Whats in the Bag

Adam Scott WITB 2021 (October)

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  • Adam Scott’s what’s in the bag accurate as of the CJ Cup . 

Driver: Titleist TSi4 (9 degrees, A2 SureFit setting)
Shaft: Graphite Design Tour AD DI 7 X

3-wood: Titleist TSi2 (16.5 degrees, A1 SureFit setting)
Shaft: Graphite Design Tour AD DI 9 X

7-wood: Titleist TSi2 (21 degrees @20.25, D1 SureFit setting)
Shaft: Graphite Design Tour AD DI 9 X

Irons: Titleist 681AS (4-9)
Shafts: KBS Tour 130 X

Wedges: Titleist Vokey Design SM8 (48-10F, 52-12F, 56-10S, 60-10S)
Shafts: True Temper Dynamic Gold AMT Tour Issue X100

Putter: Scotty Cameron Xperimental Prototype Rev X11 (long)

Ball: Titleist Pro V1

Scott marks his ball with dots in the pattern of the Southern Cross, which is featured on the Australian flag.

Grips: Golf Pride Tour Velvet

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Equipment

Fujikura Speeder NX shafts feature new Variable Torque Core design

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The latest evolution of the Fujikura Speeder Evolution line isn’t a Fujikura Speeder Evolution.

What?

For the first time in eight years, Fujikura is dropping the “Evolution” tag as it launches the new Fujikura Speeder NX shaft.

The centerpiece of the update to the popular platform is VTC (Variable Torque Core) technology, which adds additional stiffness to the tip and butt sections of the club and reduces twisting in the core.

According to Fujikura, the Speeder NX offers “traditional Speeder feel” in a more stable, consistent platform, informed by Enso 3D motion capture analysis.

“Speeder NX provides players enhanced stability and performance benefits while maintaining the smooth Speeder feel we all know and love. It’s an excellent blend of new technology and feel to reinvent the Speeder line.” – Fujkura’s Spencer Reynolds

Described as a mid-high launch, mid-low spin shaft, the company says the Speeder NX, being softer in the tip, is higher launching and higher spinning than the Fujikura Ventus Blue.

The Speeder NX is available in four weight profiles: 40, 50, 60, and 70. MSRP is $400.Full details below.

Our Brian Knudson took the Speeder NX for a test drive during a recent episode of his Gear Junkie podcast.

See what GolfWRX members are saying in the forums. 

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Equipment

Callaway unveils new Epic Max Star family

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Callaway has unveiled its new Epic Max Star family, with the ultra-lightweight new additions hitting retail on November 4, 2021.

Epic Max Star Driver

The new driver is 52 grams lighter than the Epic Max Driver and features an A.I.-designed Jailbreak Speed Frame that is built to enhance horizontal and torsional stability in design to increase ball speeds across the face.

Additionally, the A.I.-designed Flash Face works with the Jailbreak Speed Frame in a bid to promote fast speeds across a more expansive area.

The driver is constructed from a lighter, stronger Triaxial Carbon material that saves significant weight vs titanium, with that saved weight redistributed in design to promote high launch and more forgiveness.

Specs & Pricing 

The driver contains a 9g adjust sliding rear weight and comes equipped with an ATTAS Speed T1100 Shaft that is just 36 grams, combined with a Winn Dri-Tac Lite Grip that’s just 25 grams and a D1 swingweight.

Price: $699.99

Epic Max Fairway Wood

The latest fairway woods from Callaway are also engineered with A.I. for a new Jailbreak system that spreads and angles the Jailbreak blades. Along with stiffening the body, the new design aims to allow the forged face cup to flex more for added ball speeds.

As with the driver, the woods are constructed from a lighter, stronger Triaxial Carbon material in design to promote a high launch and more forgiveness.

Launch and spin on the Epic Max Star fairways are tunable using 5 & 12g weights, with the heavy weight in the rear designed for more forgiveness and the heavy weight in the front aiming to offer lower launch and spin.

Specs & Pricing 

The woods come with an ATTAS Speed Shaft, combined with a Winn Dri-Tac Lite Grip, and a fixed hosel that bids to save additional weight.

Price: $429.99

Epic Max Star Hybrids

The new hybrids from Callaway contain Jailbreak A.I. Velocity Blades that are engineered to increase vertical stiffness near the sole of the club, creating more speed low on the face where players often mishit their hybrids.

These blades allow the Face Cup to flex on the crown in design to promote better spin rate consistency, and the bars are spread to enhance torsional stiffness, which seeks to offer more forgiveness across the face.

A Triaxial Carbon Crown lowers the Center of Gravity which is in design to create higher launch windows to complement all of the ball speeds. The longer profile and deeper CG seeks to offer golfers a hybrid with the DNA and performance capabilities of a fairway wood.

Specs & Pricing 

The hybrids come with an ATTAS shaft and fixed hosel designed to help to reduce the overall club weight for easy speed.

Price: $349.99

Epic Max Star Irons

The Epic Max Star irons contain an A.I. designed Flash Face Cup – the first of its kind in an Epic Star iron. The Flash Face architecture in each iron creates high COR’s in design for fast ball speeds and improved spin robustness for every club.

Forged from 1025 mild carbon steel body and with Callaway’s urethane microspheres, the irons are designed to deliver exceptional sound and feel at impact, while the enhanced shaping bids to improve feel through the turf.

A sizeable Tungsten Energy Core has also been engineered into the Epic Max Star Irons, with the hollow body construction including an exceptional amount of tungsten per iron, in design to promote easier launch characteristics while improving forgiveness. 

Specs & Pricing 

The irons arrive with an ATTAS Speed Shaft, combined with a Winn Dri-Tac Lite Grip, helping to save additional weight.

Price: $349.99.

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