The name Dunlop has been part of golf for nearly 100 years, but 2004 is like a new beginning for the venerable sporting goods outfit.
Having gone through several transitions in ownership, management and strategic directions for much of the 1990s and into the early 2000s, the situation looks to be stabilizing. With the spinoff of Slazenger to a private group and Maxfli to the TaylorMade conglomerate, Dunlop Golf is focusing on its own individual plans and products.
This season represents the largest equipment introduction in company history, dating back to when Dunlops British progenitors began making golf balls in 1910.
As it is formulated now, Dunlop Sports U.K. -- owned by British sports entrepreneur Mike Ashley -- is the parent company of Dunlop Sports Group Americas, which also markets racquet sports equipment. Meanwhile, Greenville, S.C.-based Focus Golf Systems, via an exclusive licensing agreement, oversees Dunlop Golf activities in the U.S.
Our aim is to present a consistent line of products that perform well without charging exorbitant prices, said Shane Duffy, DSGA vp of marketing. Were developing our own, genuine technology [again] with equipment thats playable for everybody.
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For 2004, Dunlop Golf has introduced a new driver, fairway woods, hybrid clubs, two sets of irons and three ball models. At first just a ball in name, Dunlop is making LoCo its patented franchise. The company also has struck a deal with signature club designer Rick Gray.
Additionally, the company signed TOUR pro John Daly to an endorsement deal, and that paid off quickly in February when Big John won the PGA TOURs Buick Invitational playing with a Dunlop LoCo ball, Redneck putter and RG Players Blades.
John is a good fit for our brand, said Duffy. His fans are our target golfers: a lot of weekend players; guys at semi-private or public courses, who want to have a good time with their buddies, and want good, but reasonably priced equipment.
For the Masters last week, Daly beefed up a growing arsenal of Dunlop equipment by adding a LoCo JD prototype driver and RG Designs 3-wood to his bag. Overall, hes now playing with 11 Dunlop clubs.
Available mostly at sporting goods stores and mass merchant outlets, greater recognition for Dunlop performance characteristics may open more space in golf specialty shops.
There are enough premium-priced brands out there, said Duffy. Were there for golfers who want a better deal.
Heres a closer look at the latest from Dunlop Golf.
METALWOODS
The new LoCo Pro driver is similar to the original LoCo in looks, but is built with a few technological advancements.
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| Dunlop's LoCo Pro driver features a 450cc head. (Dunlop) |
The LoCo Pro is designed to answer the call we received for more distance, said clubmaker Gray. The challenge was adding distance without sacrificing playability. .. and we have done that.
With a big 450cc head, and just one face loft at 10 degrees, suggested retail price for the new driver is a thrifty $149.95.
LoCo fairway woods, available in Nos. 3, 5, 7, and 9, have oversized stainless steel heads in dark blue and electric yellow Harrison Striper shafts matched for optimum performance. List price is $149.99 each.
IRONS
Two vastly different iron sets are being introduced by Dunlop: LoCo irons, with three hybrid utilities and five cavitybacks; and an RG Designs Players set of muscleback tour blades.
The LoCo set offers 6-PW in cavityback irons along with three hybrid irons (Nos. 3, 4, 5). The hybrids, with heads that are more like small metalwoods, are meant to supplant traditional long irons.
The deeper and more forgiving face on the hybrids make them easier to get the ball up in the air and land softly, said Dan Murphy, Focus director of marketing.
Offered with True Temper steel shafts in a mid-firm flex on the irons and a Harrison XL 85 graphite shaft on the utility clubs, the LoCo iron set carries a suggested retail price of $349.95.
The RG Designs Players irons are made with 304 soft stainless steel heads, milled faces and hard chrome plating, all designed for more advanced players. List price is $599.99 per set (3-PW).
PUTTERS
There are seven models of Redneck putters, named Lurch, Airhead, Bubba, Kelsey, Wilbur, Breda and Doublewide.
Common characteristics include a lightweight, red anodized aluminum hosel, which allows heel/toe weighting to be more centered on the putterhead, and 8620 carbon steel bodies with platinum champagne plating. All have bright red Winn grips.
The differences come in the slightly varying shapes and sizes of the blade, rear flanges and hosels.
Suggested retail price for the putters is $129 each.
In early club testing among various levels of golfers assembled by GolfWeb, highest praise went to Dunlops new driver and its putter series, citing looks, feel and performance.
BALLS
The three newest ball models in the Dunlop lineup are Super Loco, Moebius and Custom.
Super LoCo joins the original LoCo ball, albeit with a softer core, softer cover and a lower compression. The 408-dimple Super LoCo has a compression of 65 versus the originals 80. The result, with a proprietary HPF polymer cover, should be greater feel and control around the greens.
Suggested retail price is $16.95 per dozen.
Moebius is a three-piece, urethane covered ball with a unique 360-dimple non-circular pattern engineered to reduce side spin and enhance accuracy.
Moebius offers a great alternative for golfers who look for the performance typical of a premium ball, but hesitate to pay $50 per dozen, said Duffy.
Suggested retail price for Moebius is $19.95 per dozen.
The Custom series of balls comes in three models designed -- with variable mantle thicknesses, different urethane cover blends and a range of core compressions -- for low handicap golfers with varying swing speeds. The Player ball is geared for golfers with swing speeds of 95-105 mph; the Pro for those at 105-115 mph; and the Tour for those exceeding 115 mph.
All three ball models have a 272-dimple pattern, which represents the lowest count in golf, designed to provide high launch and low spin performance off the tee. List price for all three models is $29.95 per dozen.
Editor's note: Chuck Stogel writes about golf equipment. Look for his columns each week on GolfWeb and PGATOUR.COM.
