Callaway this week announces the official EMEA launch of udesign™ by Callaway, an online customisation tool, giving golfers purchasing a RAZR Fit® Driver the ability to design their own version of the Company’s hot new club that is already in the hands of Phil Mickelson, Ernie Els and Alvaro Quiros.
Featuring an innovative and easy-to-use online interface, golfers can visit www.callawaygolf.com/udesign to select their own colour choices on RAZR Fit’s clubhead and grip, as well as a myriad of shaft model and other custom configurations. udesign by Callaway presents the opportunity to design thousands of unique versions of the award-winning RAZR Fit Driver, giving golfers the ability to express their individualism on the course like never before.
“Golf is already the most personalised sport there is in terms of custom equipment options, and our new udesign by Callaway platform brings personalisation to a new and exciting place,” said Jeff Colton, SVP Global Brand and Product, Callaway Golf. “The opportunity to design your very own driver in the colours of your favourite team or whatever you happen to feel looks best has never been offered on a mass scale. Our research shows that this level of personalisation and customisation is what golfers want, and we’re excited to be the first Brand in golf to offer it
Accessible to virtually customise RAZR Fit drivers for both Men and Ladies models, the udesign by Callaway process begins with the selection of a right-handed or left-handed clubhead and a range of loft and colour choices. With each selection, the RAZR Fit image on screen modifies in real time to embody the latest design choice. After making a colour selection, advanced customisation options detailing the choice of stock or after-market shaft, its flex, length, grip model and wraps follow. When finished, each user can view multiple angles of their configuration and also send their unique RAZR Fit design to friends and contacts via Facebook, Twitter, Pinterest or Email through a dedicated share function.
Recently introduced to Callaway’s staff professionals and brand ambassadors, the udesign by Callaway platform has sent a charge of excitement through a team that was already thrilled with RAZR Fit’s performance and look.San Diegonative Phil Mickelson chose powder blue and gold in honour of the Chargers. Callaway staffer and apparel ambassador Alvaro Quiros commented “Give me one in every colour and I will match my driver with my apparel.”
Introduced in December and already a winner on the PGA and European Tours, the RAZR Fit Driver was named Editor’s Choice by Golf Digest’s annual “Hot List” equipment review. By combining the performance benefits gained from several proprietary technologies with an easy-to-understand adjustability system, Callaway is empowering players around the world to dial in their game with RAZR Fit.
The udesign by Callaway personalisation and customisation features an additional fee of £40/€50 (or equivalent local currency) Upcharge covers custom Head, Headcover & Grip only. Certain after market shaft and grip choices may entail additional costs. The ability to make designs and place orders is immediately available; the first RAZR Fit Drivers personalized with udesign by Callaway will begin shipping in May 2012.
Callaway www.callaway.com