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Home OLD TRIES TO BE NEW AGAIN

There are several things on the new Blue line of products from Adams Golf that harkens back to the good old days of golf. For example, it isn’t adjustable, which means the loft up campaign promoted by TaylorMade appears to have run out of steam. The Blue driver features a titanium head as well as a draw bias. Some may recall Callaway’s Hawk Eye driver, which some affectionately dubbed Hook Eye (circa 2001), also employed this design feature. The center of gravity (CG) position is low and toward the back unlike JetSpeed, which Adams’ parent company TaylorMade categorically stated was the wrong way to go. “We expect ‘low and forward CG’ to represent the next great innovation in metalwood performance,” said Sean Toulon, then Executive Vice President at TMaG in November of 2013. “With our SLDR and JetSpeed products, we’re giving golfers of all types the opportunity to increase their launch angle and reduce their spin-rate, which ultimately leads to more distance.” Toulon was only confirming the company line as TaylorMade’s Chief Technical Officer Benoit Vincent stated in July of 2013 with the introduction of SLDR, “Without a doubt, this is the longest driver we have ever created. Our expertise at positioning the CG low and forward sets us apart from our competitors, and is vital to making SLDR the spectacular distance machine that it is.” It’s amazing to think they got it wrong for all those years, based on Vincent’s statement alone, and yet the company has adopted its old ways yet again! Keep in mind that last year, TaylorMade closed its Adams Golf office in Plano, Texas and consolidated the operation into its Carlsbad, CA headquarters.

Each piece in the Adams Blue set (driver, fairway, hybrid and combination iron set) was created, according to the company, to help golfers get the ball in the air more easily and more consistently. It seems on the surface; Adams is going back to the tried and true theme of game improvement rather than relying on the hyper competitive category distance clubs appealing to consumers. The Blue incorporates the Velocity Slot Technology on the soles of the clubs, which the company has been using for five years in its products.

The new Adams Blue line features SlimTech shafts that features narrower shaft tip diameters to promote lower kick points and high launch conditions, according to the company. Consider it the polar opposite of Wilson Golf’s Fat Shafts that back in the day promoted stability at impact for tight shot dispersion. Adams Blue Driver & Fairway has a .320mm tip (vs .350 in most standard products), while the hybrids and irons are .350mm tip (vs .370 in most standard products)

“Quite simply, Adams Blue is engineered to help golfers hit higher, straighter shots more consistently,” stated Brian Bazzel, Senior Director, Product Creation. “Through a sophisticated, simple design, Blue matches an aesthetically-pleasing look with proven performance technologies to make the game more fun for more golfers.”

Blue Driver will be available in three different lofts (9.5°, 10.5° & 12°) with a 55 gram Aldila SlimTech shaft at an MSRP of $299. The Blue Fairway is offered in three lofts (15°, 19° & 22°) also with a 55 gram Aldila SlimTech shaft at an MSRP of $199, while Blue Hybrid is available in four lofts (19°, 21°, 23° & 25°) with a 55 gram Aldila SlimTech shaft at an MSRP of $179. Blue Irons are sold as a combination set including a 3 and 4 hybrid along with the 5-iron through pitching wedge at an MRSP of $699 for steel (True Temper Dynalite SlimTech 85 gram) and $799 USD for graphite (SlimTech by Aldila 55). The entire Blue line is available at retail beginning April 3.

Now if someone can explain how Adams’ Blue line fits into the company’s strategy that also saw it introduce its Red line hybrid back in January, please drop me an email!