Callaway Golf has at last introduced their long-awaited new balls under the brand name “”Rule 35″”.
The balls, the culmination of more than three years of research and development, come in two models – Firmfeel and Softfeel. Callaway believe that this simple approach to selling will make it easier for golfers of all standards to choose the ball that suits them.
Rather than focusing on distance, control, spin or durability, researchers at Callaway blended all those characteristics into one ball.
Everything about the presentation of the new ball is different. The packaging – five-ball sleeves, 10-ball and, eventually, 20-ball packs – is unique. The name, “”Rule 35″”, adds to the 34 long-standing, official rules of golf a new but unofficial “”rule”” – one that simply tells golfers: “”Enjoy the game.””
“”While we know a lot of complex science goes into making a golf ball, we don’t think there should be a lot of complexity to buying one,”” said Ely Callaway, founder, chairman and chief executive officer of Callaway Golf. “”When we decided to create our own golf ball business from scratch, all of us knew that we’d have to produce a ball superior to and unlike others in the industry. We think we’ve done that. We’re also certain that we’ve made the golfer’s choice clearer and simpler than it has been in recent years.””
The new Callaway “”Rule 35″” ball also features a fresh logo – a stylised letter C that is a rendering of the bottom of the cup. Block letters spell out “”Callaway”” in black with the logo in red on the Firmfeel ball and in blue on the Softfeel ball.
Chuck Yash, president of Callaway Golf, said: “”Our basic aim in this process was to make a ball that reflects our philosophy and vision of creating a “”demonstrably superior and pleasingly different”” product. We also set out to cut through the performance claims by most of our competitors’ products, and all of the techno-babble about various polymers, compressions. dimple patterns and claims regarding the distance.
“”What we have in’Rule 35’ is a very clear message. If you prefer a firm feel, our Firmfeel ball has everything you need in performance. If you prefer a softer feel, our Softfeel ball is the choice. It’s that easy. We believe this simplicity of approach will change the way that golfers approach their golf ball purchase, and we’re very proud of what we have accomplished with the’Rule 35’ golf ball.””
By the launch, at the PGA Merchandise Show in Orlando earlier this month, Callaway Golf had spent approximately £100 million on this project having built a 225,000 sq. ft facility in Carlsbad, California, for research and development, manufacturing and quality control, sales and administration of the new ball.
Callaway’s golf ball company, which employs 500 people, evaluated more than 300 dimple patterns and 1,000 variations of golf ball construction. Each ball is laser measured twice and x-rayed to ensure consistency. A proprietary tracking system monitors approximately 16,000 quality-assurance checkpoints.
The “”Rule 35″” Firmfeel and Softfeel balls will be available in 10-ball packs for £32.99 each when they come on to the market.