Ben Hogan Expands Appeal of Apex Edge with the Introduction of the Ben Hogan Apex Edge Pro

Game-Improvement Performance Iron with Traditional Shape and Style

Contact Jackie Beck
Spalding Sports Worldwide
413-322-2087
jbeck@spalding.com

CHICOPEE, Mass. (December 3, 2001) -- As Ben Hogan completes its 3rd straight year of double digit sales growth in an iron market that is down 18% in 2001, the brand remains focused on its goal of creating forged irons for golfers of all abilities. Building on market share gains achieved by the APEX EDGE model in 2001, Ben Hogan will begin shipping the new APEX EDGE PRO model in February 2002. The new BEN HOGAN APEX EDGE PRO will also offer the game-improvement benefits of forged, perimeter-weighted design like the APEX EDGE, but with a more traditional shape and profile.

"When we came out with the BEN HOGAN APEX EDGE iron, we were able to reach a wide range of golfers who were looking for the feel of forged, but needed a game improvement iron. The undercut muscleback cavity design allowed us to lower the center of gravity for better playability, giving golfers of all ability levels a chance to play forged Ben Hogan irons," stated Rick Watson, executive director of marketing for golf clubs.

The BEN HOGAN APEX EDGE PRO is designed to compliment the current APEX EDGE model by offering game-improvement benefits with a traditional look. The BEN HOGAN APEX EDGE PRO gives the golfer an enhanced, perimeter-weighted club head that creates a large effective hitting area. A thinner top line provides a cleaner look at address. A cambered sole reduces turf drag, and a progressive muscleback cavity design, combined with reduced offset, results in a higher launch on long irons and more control on the short irons. The soft, responsive feel shot after shot is the result of a one-piece forged 1030 carbon steel construction.

Mr. Hogan said, "...with a forged iron, the feeling goes right up the shaft, through your hands, and into your heart." The BEN HOGAN APEX EDGE Series gives golfers the feel of forged every time, while the enhanced perimeter weighting gives them the forgiveness found in a game improvement club. The only choice golfers will have to make will be on design -- game-improvement or traditional.

"A primary reason for the growth in forged iron sales is that the consumer has discovered there is more here than just blades. Golfers who hit forged, game-improvement designs understand that they can have both feel and forgiveness," continued Watson. "When we did our consumer testing, we compared the BEN HOGAN APEX EDGE PRO to the leading premium irons on the market. Results from hundreds of 18 hole play tests showed these consumers preferred the feel, appearance, and overall performance of the APEX EDGE PRO by more than a 2-to-1 margin over the leading brands."

Assembled one set at a time in Ft. Worth, Texas, the new BEN HOGAN APEX EDGE PRO carries a suggested retail price of $925.00 steel (3-Equalizer) and $1,125.00 graphite (3-Equalizer).

The BEN HOGAN line of irons will be heavily promoted at the grass roots level with a Demo Day Program running from February 15, 2002 through July 15, 2002. A dedicated force of club technicians will conduct 1,000 Demo Days around the country providing trial opportunities to golfers at key Ben Hogan accounts.

In addition to the concerted grass roots effort to get the BEN HOGAN clubs into the hands of avid golfers, a new ad campaign will break in January, highlighting Ben Hogan's role as the industry's premier clubmaker. In the new 30-second television ad campaign, "Ben Hogan Said," Ben Hogan Tour players Hal Sutton, Bernhard Langer, Jim Furyk, and Justin Leonard appear in the commercial alongside footage of Mr. Hogan, the spot explains that the high standards Mr. Hogan set as a clubmaker are responsible for the broad appeal of Ben Hogan irons today. Additionally, a supporting print campaign uses three ads to showcase how Ben Hogan irons are built and to compare the feel of forged irons versus cast irons. The entire Ben Hogan Advertising Campaign was developed by the Boston-based agency, Greenberg, Seronick, O'Leary & Partners.

Mr. Hogan said, "With quality clubs, a player of any skill level can improve the quality of his game." The Ben Hogan Series of clubs offers three distinct models for golfers of all ability levels to choose from. The BEN HOGAN APEX irons are designed for the golfer who truly wants a forged blade. The BEN HOGAN APEX EDGE PRO and BEN HOGAN APEX EDGE give golfers a forged, game-improvement club with the choice of traditional styling or game improvement styling.

Spalding Sports Worldwide is the nation's first full-line sporting goods company. Its leadership and innovative products have led to revolutionary breakthroughs in virtually every major sporting goods product category. Under the Spalding umbrella are the Strata, Top-Flite, Etonic, Ben Hogan and Dudley brands. To find more information on Spalding, visit our website at www.spalding.com or call the Consumer Relations Department at 800-SPALDING (772-5346).

keywords: Ben Hogan, Apex Edge Pro, irons, Rick Watson