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Bridgestone Golf has forged a name for itself in the golf ball category and now it’s turning its attention to the club side p5of the business. The company has added the J40 Forged Dual Pocket Cavity and J40 Forged Cavity Back to its product roster, which will be available at golf specialty stores and green grass retailers nationwide in October 2011.

“The J40 irons deliver on everything iron enthusiasts have anticipated from our new launch and continue what has been loved about our product from the J33 series onward,” said Corey Consuegra, Golf Club Marketing Manager, Bridgestone Golf, Inc.

The J40 Forged Dual Pocket Cavity builds on the weight management system introduced by its predecessor, Bridgestone said. It was designed for the serious player in mind that places an emphasis on a soft feel but prefers a more traditional topline look. For players who want a bit more help with squaring the clubface at impact, the J40 Forged Dual Pocket Cavity fill the bill, according to Bridgestone. The Dual Pocket Cavity irons also feature a midsize head to promote a mid-to-high launch ball flight. Bridgestone said it revamped the dual pocket cavity to provide increased Tour Stability by moving more discretionary weight to the perimeter, creating even higher MOI than the previous version. The leading edge was improved on the J40 Forged Dual Pocket Cavity to provide edge relief to help prevent digging in softer conditions.

For trivia buffs, Brandt Snedeker is the first player to put a set of J40 Cavity Backs in play as he decided to go with the irons at the Barclays. According to Bridgestone, the J40 Forged Cavity Backs offer the ultimate balance between form and function. The irons were created with a clean traditional design that is tailor made for players who prefer a no-frills look and thin topline at address. The CB’s have a compact head with higher face progression for a mid-height launch conditions, the company said. It also features a unique v-cut cavity design that places more mass higher on the clubface for a higher center of gravity, resulting in a more controllable, penetrating ball-flight, Bridgestone pointed out. It has a tapered sole-design for more versatility in shot making, according to the company, allowing players to ‘work the ball’ and more easily control trajectory. Like its sibling the J40 Forged Dual Pocket Cavity, the J40 Forged Cavity Backs also features an enhanced trailing edge relief for better performance from a variety of lies, especially out of the rough.

“With the J40s, we now offer even better performance and cleaner aesthetics. The J40 series truly reaffirms that Bridgestone is THE brand of choice for premium iron enthusiasts,” said Consuegra.

Tour-proven Project X flighted shafts is standard in both sets of the J40 irons and both are configured in a set of 5-pw and feature a street price of $699 (MSRP $799). An additional 3-iron and 4-iron will be available upon request ($115 per club).