Another record release of new products from Callaway

Undaunted by the number of new products it launched in 2007, Callaway Golf has gone even further this season with a record-setting introduction of clubs and balls for 2008.

"This is the deepest, most robust new product lineup we've ever offered," said George Fellows, Callaway Golf president and CEO.

Callaway Hyper X driver

Overall, there are more than 30 new offerings in the Callaway portfolio, which includes Callaway-named products, along with Odyssey putters and Top-Flite balls and clubs. The introductions follow 2007, which itself represented one of Callaway's largest launches of new products, including three new drivers, three sets of irons and several Odyssey putters.

Among the notable Callaway items for 2008 are Hyper X and Hyper X Tour drivers, new Big Bertha irons, FT-i Squareway woods, FT i-brid irons, Tour i and Tour ix balls, X-Forged wedges and a new HX Pearl ball. There's also a wide selection of new women's clubs, along with a new X Junior set. There are four new lines of putters in the Odyssey lineup, along with a Marxman X-act putting wedge. The new Top-Flite fleet includes Gamer, Freak and XL-5000 balls, plus six sets of clubs geared for the recreational player.

"Technology is a major factor in the launch of new products," said Bill Knees, Callaway's senior vice president of marketing. "Callaway spends aggressively on research and development, and the company is a technological leader. When new products that perform better and will help golfers improve their games are ready, we want to make them available."

Callaway also is one of the major manufacturers stressing custom fitting. The company has supplied select retailers and golf pro shops worldwide with its OptiFit Fitting System. Using it along with a trained professional, golfers can test multiple variations of driver and iron clubheads and shafts, and then determine the right model and combination to best help their playing styles.

"The benefit of using OptiFit when golfers are buying clubs is simple: getting players into the perfect club for them," said Knees.

For those seeking the ultimate in customization, Callaway just began offering its new I-MIX Technology, which consists of a choice of different clubheads and interchangeable shafts. More than 1,600 shaft-head combinations are available overall, with pricing varied for each.

"No one's swing is the same from day to day," said Jeff Colton, senior vice president of R&D. "I-MIX Technology gives everyone the ability to quickly and easily customize their equipment, every time they play."

Here's a selected look at the latest from Callaway Golf:

X-Series platform

Hyper X and the Hyper X Tour are the two new drivers in the X Series of clubs, along with X-Forged wedges and new X fairway woods.

The 460cc all-titanium Hyper X drivers introduce Hyperbolic Face Technology. According to the company, HFT is strategic shaping of wall thicknesses to improve impact efficiency and produce a large effective hitting area for higher ball speed across the face.