Adams goes white with Super S, Super LS lines
PLANO, Texas – It’s white outside, and I don’t mean snow.
More white golf clubs were coming. Everybody knew it. Now here they are for 2013 -- white-headed metalwoods from Adams, joining the parade of white drivers, fairway woods and hybrids introduced by TaylorMade in 2011.
The Adams white isn’t exactly the same color as the white popularized by TaylorMade. The Adams version has more of a matte finish. However, in a world of black and gray drivers, white clearly stands out on television and in person. After Adams was purchased by TaylorMade in 2012, many golfers anticipated more white clubs.
Two Adams families have been created. Called the Super S and Super LS, both are white with sleek curves and contours. By design, they are racy looking.
And both make liberal use of the Velocity Slot Technology pioneered by Adams. The slot concept was conceived to increase ball speed. Now its role has been expanded and fine-tuned, and the slot is being used to enlarge the sweet spot and provide more forgiveness.
New Adams president John Ward talked about “having fun with our products” long before the 2013 clubs were introduced. To accomplish this, he worked closely with engineers Tim Reed, Scott Burnett and the entire Adams design team. Ward also served as a conduit between Adams and TaylorMake, as TaylorMade chief executive Mark King formulated a plan that would allow the companies to maintain separate identities.
So, focusing on fun: What could be more fun than hitting the ball farther? A constant theme among new clubs from Adams is extra distance. This emphasis continues from the drivers down through the hybrids.
Let’s talk for a minute about a guy who has more clubhead speed and ball speed than most of us -- PGA Tour player Aaron Baddeley. Here’s a story told by Jeff Wood, senior director of marketing for Adams:
“Back in November at the Wigwam Golf Resort (outside Phoenix), he (Baddeley) was conducting a clinic with our staff instructor, Shane LeBaron. I decided it was the perfect time to interrupt their session and give the crowd a sneak peek into introducing a new club to a tour pro. With it being adjustable and having the same sleeve as Aaron’s Fast 12 LS driver, Aaron suggested putting his shaft in the (new) Super LS so we could really compare the two.”
Here were the results, as reported by Wood:
• The first swing with the Super LS saw an increase in ball speed from 169 to 172 (MPH) and a jump of 6 yards in carry distance;
• The second swing saw a 10-yard increase in carry distance from 311 to 321 yards;
• After a few additional swings, Baddeley’s ball speed skyrocketed from the original 169 to 179.
Wait a minute: Baddeley carried the ball 321 yards? According to Wood, the answer is yes. This is phenomenal, considering that Baddeley tied for 68th in driving distance on the 2012 PGA Tour with an average of 292.0 yards. That’s total distance (carry plus roll) and not just carry.
Sure, the conditions during Baddeley’s test session were absolutely perfect. He was relaxed and able to make a number of repeatable swings. In the end, he seemed to be just as impressed as the crowd. The new Super LS driver went directly into his bag.
Looking at the two new families, the Super S and Super LS, what’s the difference between the two?
Let’s allow Reed to describe his creations: “Both include drivers, fairway woods and hybrids, but the S also has irons. The LS does not.
“The LS has more technology, more features and benefits. It also has a premium price point. Both the S and LS are phenomenal, and we recommend that golfers attend demo days and try both of them. Some golfers will play better with the S, and others will play better with the LS.”
Adams has taken a bold step in pricing its LS line, with a suggested retail price on both hybrids and fairway woods of $349.99. The driver is priced at $449.99.
By contrast, the Super S hybrids are priced at $199.99.
Adams is widely known for its hybrids, but drivers will be spotlighted in the Super S and Super LS lines. Bottom line: The S driver produces slightly more backspin because its center of gravity is somewhat higher. For many golfers, particularly those with slower swing speeds, additional backspin is a good thing -- it allows them to achieve a proper trajectory and thus maximize their carry distance.
Here is a look at standard specifications and retail prices:
• • •
Super S: 10.5 loft adjustable to 9.5 and 11.5 loft; 460 CC clubhead; 46-inch length; Velocity Slot in sole; Matrix Radix S shaft (50 grams); MSRP $349.99
Super LS: 8.5, 9.5, 10.5 loft; adjustable loft, lie and length; 460 CC clubhead; 45-inch standard length; Velocity Slot in sole; Mitsubishi Kuro Kage shaft (60 grams); MSRP $449.99
• • •
Super S: 13.5, 15 and 18 loft; Velocity Slot in sole and crown; stainless steel; Matrix Radix S shaft (60 grams); MSRP $249.99
Super LS: 13.5, 15, 18 loft; Velocity Slot in sole and crown; multi-material construction; Mitsubishi Kuro Kage shaft (70 grams); MSRP $349.99
• • •
Super S: 17, 19, 22, 25, 28 loft; Velocity Slot in sole and crown; stainless steel; Matrix Kujoh shaft (75 grams); MSRP $199.99
Super LS: 15, 17, 19, 22, 25, 28 loft; Velocity Slot in sole and crown; multi-material construction; Mitsubishi Kuro Kage shaft (80 grams); MSRP $349.99
• • •
Super S: Half-hollow undercut design; premium combo set features two hybrids combined with mid and short irons: 3H, 4H, 5, 6, 7, 8, 9, PW (19, 22, 25, 28, 51, 35, 39, 44); MSRP (8 clubs) $699.99 steel (KBS Tour 90), $799.99 graphite (Mitsubishi Kuro Kage Black 80)
All these clubs are scheduled to be available at retail during the last week of January.