TaylorMade is known for innovative promotions and introductions. On Sept. 9, the company unveiled another product in unique fashion.
Mark King, president and CEO of TaylorMade-Adidas Golf Co., simultaneously introduced the Burner 2.0 iron to golfers, retailers and his own sales staff via a worldwide Webcast at www.taylormadegolf.com.
King explained how it will replace the Burner iron, introduced in early 2009.
The 2.0 project was extremely secretive. The sales team, gathered Sept. 9 in Carlsbad, Calif., for the company’s annual sales meeting, was to be shown the irons at exactly the same time as retailers and golfers.
The Burner 2.0 has a modernistic metal and composite look. The predominant black color of the clubhead led TaylorMade insiders to call it “Vader” in reference to Star Wars villain Darth Vader.
The 2009 Burner was known for achieving long distances, and the Burner 2.0 continues this tradition, according to the company. “Unstoppable distance” will be one of the slogans used by TaylorMade in promoting the product.
TaylorMade has attempted to more clearly define the distance gaps in this set. In other words, the wedges and short irons will fly and stop more like traditional wedges and short irons – the so-called scoring clubs – while the mid-irons and long irons will continue to provide the distance that distinguished these irons.
Such extra distance would be impossible without a higher trajectory, and this was another TaylorMade objective. In the long irons, for example, the shafts have softer tips to promote a higher ball flight. This goes along with a thin-faced, high-COR design in the long irons, intended to produce faster ball speed and longer distance.
The company said the new iron has improved playability, sound and feel.
Playability is emphasized by an individual center-of-gravity location in each clubhead, optimizing ball flight for each iron. All of the Burner 2.0 irons are designed with an improved multifunctional sole to lower the center of gravity and reduce turf-drag.
TaylorMade’s patented Inverted Cone Technology has been reconfigured for the Burner 2.0.
The standard steel and graphite shafts are Burner 2.0 85-gram models available in S, R and M flexes. The M stands for medium flex, often referred to as a “senior” shaft. The women’s irons are available only with a graphite REAX SuperFast 55-gram shaft.
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TaylorMade Burner 2.0 irons
The skinny: In its first year, the 2009 TaylorMade Burner iron sold more units than any other iron in the company’s history. Living up to this reputation is a challenge, but the new Burner 2.0 takes the Burner heritage and tries to improve on it with redesigned clubheads and more clearly defined gaps between irons.
Cost: $699 (8 irons, steel shafts), $899 (8 irons, graphite shafts)
Available: Oct. 8