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Home Nike Golf is turning red

It wasn’t that long ago when visible technology was a strategy employed to help explain a story and in turn sell drivers. Retailers encouraged equipment companies to make larger drivers, as it was a means to warehouse the technology that couldn’t be seen to the naked eye. In covertother words, bigger was often considered better. The ruling bodies put a stop to that when it declared 460ccs was the line in the sand that it would allow driver volume to exceed. Since then, drivers have changed in appearance be it subtly until TaylorMade debut its bleach blonde versions.

Nike Golf is out to say red heads have more fun with the introduction of its VR_S Covert model. Its strategy in part it to make the competition turn red through its performance. The latest and greatest from Nike Golf is the first in history, according to the company, to bring high-speed cavity back technology to a driver that conforms to USGA and R&A Rules. In other words, visible technology. The VR_S Covert packs three proprietary technology platforms in it: High Speed Cavity Back; FlexLoft adjustability; and NexCOR face, which Nike said combine to create unprecedented distance, control and forgiveness. It doesn’t require a stretch of the imagination to see the world’s #1 and #2 players using the product in 2013, if in fact the plethora of published reports about Rory McIlroy turn out to be true.

Nike Golf’s momentum of non-stop innovation is on show in full force this week at the company’s Global Innovation Summit in Orlando, Florida.  The technology and http://golfbiz.net/images/sp13_vrscvrt_dvr_tour_sole_cmyk.jpg design-filled event is being headlined by today’s introduction of what promises to be an industry sensation. Nike Golf is the first in history to bring high-speed cavity back technology to a driver that conforms to USGA and R&A Rules.

Where consumers may be intrigued with the VR_S Covert is the adjustability factor.  It has simplified the consumer’s retail experience, since the FlexLoft adjustability system allows for the driver to easily be changed to any loft and any face angle at any time. According to Nike, 15 different options are available in one single club to meet the various swing characteristics of golfers. Nike Golf’s FlexLoft requires a simple pull, turn, and push/tighten mechanism that allows for an intuitive adjustment system. The patented Dual Axis adjustment allows golfers to choose their loft and face angle independently of each other by decoupling loft from face angle.

The High Speed Cavity Back in the VR_S Covert is a technology used in irons and now brought to drivers, fairways and hybrids for the first time by Nike Golf. This technology leads to more stability at impact, Nike said, which transfers more energy to the ball for both distance and control. It is only visible from the sole view but is covered and hidden underneath by the crown to be more visually and pleasing at address. It also is the reason given for the product’s name, VR_S adjustablecovertCovert.

NexCOR face technology employs a variable face thickness that moves the sweet spot higher from the heel of the club to the center high, where most golfers are likely to make impact. Nike believes the technology provides faster ball speed and longer shots from a wider area of the face.

“With the VR_S Covert we have created a game changing piece of technology that has already begun a growing industry buzz,” said Rob Arluna, Nike Golf’s Global Golf Club Business Director.  “It is visually exciting, it feels and sounds amazing and, most importantly, it creates powerful results with a high degree of control. Golfers and our Nike Golf Tour athletes are going to have a lot of fun with this driver.”

The VR_S Covert driver will be available in golf stores throughout North America and Europe on February 8, 2013 and in the rest of world starting on February 15, 2013.  The driver will be offered in two models, the VR_S Covert Tour and VR_S Covert. The VR_S Covert Tour is 430cc (FlexLoft Adjusts: 8.5-12.5) and features a deeper face and a fixed weight screw.  The VR_S Covert is 460cc (FlexLoft Adjusts: 8.5-12.5) and has a wider breadth. Both models will come with Mitsubishi Rayon’s new Kuro Kage shafts that are produced with higher carbon fiber density. The Nike VR_S Covert Tour 430cc will have a street price of $399, while the 460cc model will be available at $299.