In a matter of days the new (and extensive) putter line-up for Odyssey was officially revealed and the company also hosted a spectacle of a debut for their FT-iQ driver in New York City.
On the flatstick front the press release alone for the fresh Odysseys ran a whopping four pages!
“We are very excited about the new technologies and the depth of offerings being introduced in our 2009 Odyssey product line,” said Chris Walling, Director of Marketing for Callaway Golf Canada and Odyssey Golf. “Odyssey understands putting – it’s a game within a game. From the White Hot XG® Progressive Putter, which features some of the most advanced head shapes in golf, to the more traditional tour-inspired Black Series, I am certain that all golfers will be able to find the perfect Odyssey putter to take their game to the next level.”
Walling is certainly bang on in that assessment. If you can't find a putter to your liking among the new models you might as well quit the game.
Here is how the new Odyssey products, which will release in Canada between November 15, 2008 and March 15, 2009, shake out:
White Hot XG Progressive Line - Two putters, the Teron and the Hawk. Both feature high density wings for higher MOI and multi-density insert. The Teron is a "radical" mallet while the Hawk is a "modified half hex-mallet."
White Hot XG - 2Ball Line - The 2Ball F7 and the 2Ball Mid and Long are the highlights here. The F7 takes the popular 2Ball XG model and adds wings for greater stability. The F7 might be the hottest putter in the complete collection.
White Hot XG Line - Gets a few new models including the #7 CS (modified mallet, wings and no offset), the #9 (flanged blade), the 330 Mallet ( a crank necked mid-mallet with easy alignment guides), and the Rossie Blade (a modified, face-balanced mallet).
White Hot Tour Line - These models take some of the most popular Odyssey shapes an add the element of adjustable weighting for optimal feel and control. Include the Tour #2 CS, Tour #7 H, and the Tour #9 (another sure winner).
Rounding out the group is the Black Tour Series and Black Series i Line that intro'd earlier this year and the all new and value priced Crimson Series.
Crimson Series - The 550, 660, 777 are all familiar Odyssey shapes from past putter lines. They now come in a value line constructed of 431 stainless steel and incorporating a distinctive crimson Stronomic Insert.
Of course, as much star power as the new putters have it pales in comparison with the relative splash that was made in New York City last week when the FT-iQ driver made it's Gotham City debut. With the famed Grand Central Station as a backdrop Callaway flaunted their innovative new driver with some extra star power on Friday.
Fresh (well, not too alert according to some) off a concert appearance with Madonna in Los Angeles less than twelve hours earlier Justin Timberlake (left, with Callaway CEO George Fellows at the New York FT-iQ event) brought a whole new level of attention to a Callaway product debut. I am sure that was exactly what Callaway was hoping for when they signed the multi-talented pop sensation to an endorsement contract a few weeks ago . It looks like it paid off with an unprecedented amount of non-golf media attending the driver send-off.The 4-Time Grammy Award winner has been a long-time fan of golf and makes perfect sense as an endorser of a golf equipment company. He currently owns a golf course outside his hometown of Memphis and recently became the host of a late-season PGA Tour event that benefits Shriner's Hospitals.
Combining a flashy spokesperson with a flashy product (FT-iQ) is a strong marketing choice for Callaway, especially considering the current flat trend in the golf retail markets. The product is innovative, easy to hit by all accounts (better and average players) and with the driver so key in driving the image of a company, this could be a real coup for them. That bodes well for the introduction of two other drivers coming down the pipe, the FT-9 and the Diablo.
After a week like that I can't wait to see what Callaway and Odyssey will do to follow it up.
