Callaway Golf (NYSE: ELY) has announced the introduction of I-MIX Technology, a major break through in do-it-yourself club customisation. The new technology, which capitalises on the U.S. Golf Association and Royal & Ancient’s rule change on club adjustability, gives golfers the ability to create the perfect driver for their game every time they play.
Callaway Golf’s I-MIX Technology allows consumers to purchase their favoured FT-i® or FT-5® heads and the shafts of their choice separately, directly at retail. The system will feature a wide variety of the most sought-after shafts in the market, including shafts from Aldila, Fujikura, and Mitsubishi Rayon. In the European Matrix 1,400 shaft-head combinations will give golfers the flexibility to quickly customise their driver to meet the varying challenges each individual round of golf presents with a quick change of a shaft or head option.
“Our new I-MIX Technology gives golfers the same access and ability to experiment and optimise their equipment that tour professionals have,” said Jeff Colton, senior vice president of research and development for Callaway Golf. “No one’s swing is the same from day-to-day – neither are the weather or course conditions. Our I-MIX Technology gives everyone the ability to quickly and easily customize their equipment, every time they play.”
In addition to the clubhead and shaft options, I-MIX Technology includes Callaway Golf’s Opti-Fit® Weighting System, which lets golfers choose a Draw or Neutral centre of gravity (CG) position to help counteract their most common swing flaws for longer and straighter drives.
Callaway Golf I-Mix Technology is expected to be available in 50 select retailers across Europe by Spring. The recommended retail prices for the FT-5 and FT-i clubheads are £279 and £299 respectively, while prices for shafts range from £99 to £299.
Callaway Golf www.callawaygolf.com
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