EUROPEAN LAUNCH OF CALLAWAY 2012 SPRING/SUMMER APPAREL
Callaway’s decision to launch its own apparel range has been some time coming, but the new line is certainly well worth the wait. Neil Howie, President of Callaway EMEA, explains: “I’ve been asked many times why we haven’t had our own clothing range – designed by us, produced by us and manufactured to the high standards and brand values of our hard goods.
“Quite simply, we had to get it right and before launching an extensive apparel range to the market, we had to design products that stood up to the ethos of our founder, Ely Callaway. I now know we have reached this point and every piece of Callaway apparel is most definitely ‘Demonstrably Superior and Pleasingly Different’.
“We tested Callaway apparel in some accounts last year here in the UK and it was a resounding success. We now know it works and we are excited about the distribution expansion into Continental Europe next season”.
The first sight of the exciting Spring/Summer 2012 apparel came at Valderrama in Spain when brand ambassador, Alvaro Quiros, made an impromptu appearance on the catwalk.
The big-hitting Spaniard, a Callaway Staff Professional and one of the faces of the new collection, wowed the audience by modelling pieces from the range, produced around a theme of authentic golf performance influenced by contemporary style.
Helen Willsmer, European Apparel Manager for Callaway, said: “We designed Callaway Apparel to not only look good on the customer, but also look good on the hanger, too. Our apparel is visually very strong and really draws people in. To ensure we maximise the opportunity for every Callaway Preferred Retail Partner, we have also formed a dedicated sales force, all from apparel backgrounds, to offer the best customer service.”
Launched immediately to Callaway’s network of Preferred Retail Partners across Europe, the collection will initially be focused on a Core range which will be available throughout the year, and with its core line colours, is perfect for corporate and team events, and for golfers seeking contemporary styling with a technical edge. Callaway is also pleased to announce a programme that supports the sourcing of staff uniforms and even pro’s own use, backed with a facility to embroider or personally crest every garment.
The range will then be supplemented with fashion colours and stories with Links (available to order Nov 15, 2011); Heathland (Jan 15, 2012) and finally Parkland (March 15, 2012) and feature technology that embraces that “Tour Pro feeling”. In addition to Quiros, the ranges will be endorsed on Tour by Callaway Staff Professionals Trevor Immelmen, Alvaro Quiros, Danny Willet and Sandra Gal and will feature the following key technologies.
INTRODUCING CUTTING-EDGE 2012 PRODUCTS
Callaway’s ability to create groundbreaking performance products for all levels of golfer is legendary, and 2012 will see major product launches in all hardware categories with more to follow over the coming months!
Two of the company’s latest introductions give a flavour of what golfers have to come to expect from one of the world’s leading golf brands. Introducing the Callaway RAZR XF Irons and the Roger Cleveland-designed Forged Wedges.
RAZR XF IRONS – technically brilliant and hugely forgiving
The new RAZR XF Irons are the company’s highest specification game-improvement Irons to date, blending unparalleled forgiveness and accuracy with premium materials and exceptional styling.
These forged irons have been designed specifically to appeal to the improving golfer who demands a golf club constructed from the finest materials with the performance and playability to match.
The ultra-premium appearance of the RAZR XF Iron, unashamedly targeted at mid to high-handicappers, comes courtesy of Callaway’s exclusive Black PVD (Physical Vapour Deposition) finish that produces a stealth-like appearance that not only captures a golfer’s attention, but also significantly reduces the glare off the club face in bright conditions, improving playing performance.
Available in both men’s right and left-handed, 3 – SW, the RAZR XF is also offered in a ladies version (5 – SW), right handed only.
Price: £1,299 (g), £1,149 (s).
FORGED WEDGES – timeless classics from Roger Cleveland
The new Callaway Forged Wedges are the newest creations from Callaway Chief Designer Roger Cleveland and offer golfers all the control, spin and feel in a Tour-inspired shape.
Designed for maximum versatility and forged from soft-feeling 1020 carbon steel, they are available in a number of loft/bounce configurations, and offered in two distinct finishes – Dark Chrome produces a smoky, muted look that helps reduce glare, whilst a Copper finish is a completely new look for Callaway and is designed to oxidize over time.
All clubs feature 21 tightly spaced CC (competition conforming) grooves with sharper edges to aid distance control and maximise spin, whilst a special blended C-Grind sole with a softer, more gradual ‘C’ shape provides versatility for pinpoint shot-making by relieving the heel and reducing the width of the sole.
The design feature enables golfers to lay the face open while effectively reducing the bounce angle, allowing for proper contact and maximum performance.
Price: £99 (Copper, Dark Chrome).
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