Optimism reigns at PGA Merchandise Show

By Robert D. Thomas

While the golf industry continues to meander along during this decade (a report from the National Golf Foundation had rounds played in 2006 up 0.8% throughout the country but down 1.1% in the Southwest), optimism continues to reign supreme at the annual PGA Merchandise Show, which takes place each January in Orlando, FL. Attendance was up slightly this year (to nearly 50,000 professionals, buyers and other industry folks) and thousands of exhibitors offering everything you could imagine (and plenty you’ve never even thought of) were on hand to display their wares. TAYLORMADE returned to the show fold, taking the opportunity relaunch its Maxfli golf ball line and introducing new products both in equipment and through its ADIDAS fashion line. Following are a few of the interesting items at this year’s show:
SUNNY SIGHTS
Also popular, especially for the upcoming sunny season? High-performance eyewear. adidas (pictured right is the On Par line) and NIKE both introduced their virtually unbreakable lines of sunglasses, with bendable arms, clickable, adjustable and removable nose pieces and a variety of shade tints, including a specific golf lens that adidas utilizes, which provides less stress on the eyes over an 18-hole round than other eyewear and creates crisp, clear ball visibility.

 

 ON THE SQUARE
Square-headed drivers, first introduced by NIKE and others last year, continue to maintain some momentum, but TAYLORMADE bucked the trend by introducing a reconstitued Burner driver, using a familiar name with a new shape. The concept is similar to the benefits touted by the square drivers (e.g., better control, fewer off-line shots) but the club’s retro look and extremely light weight provide a different feel from the company’s popular r7 Super Quad model. www.taylormadegolf.com.
HOME ON THE RANGE
With more associations allowing the use of Electronic Measuring Devices in their tournaments (including the SCGA), it should come as no surprise that range finders and GPS systems showed the biggest growth spurt from previous shows. EMDs (often called Range Finders) come in three different types: line-of-sight (e.g., BUSHNELL — pictured, Opti-Logic); fixed position (LaserLink is the most popular of these devices that aim at reflectors on the flagstick) and GPS systems (e.g., SkyCaddie). We’ll cover this subject issue in more detail in the May/June issue.
  HYBRID HEAVEN
Hybrid clubs continue to capture an increasing share of the market at the expense of traditional irons. Familiar names such as Nickent and TaylorMade continue to lead the way, but the most stylish offerings come courtesy of design guru Jesse Ortiz, who is now working his magic with BOBBY JONES GOLF. Ortiz, who first made his name with Orlimar Golf, uses a winning combination of translucent green materials and a more traditional shape in his new designs. www.bobbyjonesgolf.net
BEST GADGET AT THE SHOW
Although equpiment and fashion dominate the show, gadgets and doo-dads provide a welcome light touch. If you’re a hack golfer like me, teeing a ball to the correct height each time is a frustrating experience.
T-RITE has solved that problem with a device that lets you adjust the tee the height desired and then load the tee into the ground at the same height each time (“flip, grip, stick” are the code words). The bonus is that you can work the measurements for any club — e.g., driver, 3-wood, hybrid. Best way to buy is online: www.t-rite.com
  IN FASHION
Technology was also the rage in apparel hall at the PGA Merchandise Show, with clothing designers and manufacturers touting what performance fabrics can do for a player’s golf game. Wicking, stretching and breathing fabrics were all on display, but adidas takes honors for the classiest line of performance apparel. New men’s polos play off classic European styling with wider collars and modified plackets while women’s polos “are finally getting away from that ‘dickies’ look under the placket on the chest,” says Tiss Dahan, director of global apparel. “There are some very nice looks coming up that can be taken on or off the course.” Other brands, such as NIKE, continue their performance apparel reputation, while Fila, well-known in other sports areas but introduced to the golf apparel world in January, pays extra attention to detail with colorful yet calm stripe fabrics. Well-known brands are setting themselves apart from the market as well. IZOD introduced a new style in their IZOG G line made entirely out of coal fibers, which provide natural cooling abilities.
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