Callaway to resurrect Apex irons
Monday, October 28, 2013
The venerable Apex name, linked to the glory days of the Ben Hogan Co., apparently is about to resurface as a Callaway reincarnation.
Callaway has not released any information about a new iron called the Apex, but the club was first seen on the practice range at the PGA Tour’s Deutsche Bank Championship. The name was covered with tape as Callaway tour pros experimented with the iron.
On Sept. 4, the iron was shown to the Callaway sales staff at the company’s national sales meeting in San Diego. Several sources told Golfweek the name was Apex.
Furthermore, Golfweek learned the iron is a forged multi-material iron that will fit into a category often called “forged distance irons.” The most recent Callaway model in that category was the Diablo Forged iron. The Apex is expected to complement Callaway's existing forged products such as the X Forged iron and the Razr X Muscleback forged iron.
Although Callaway sold the Ben Hogan brand to apparel giant Perry Ellis in 2012, it kept certain trademarks associated with the Ben Hogan Co. Among these trademarks were Apex and Edge.
Alan Hocknell, the company's research and development chief, brought the iron to the Deutsche Bank Championship for testing. However, it is not known whether any members of the Callaway tour staff will play it in the immediate future.
Callaway is expected to unveil the iron to the media on Sept. 17. The club could be available at retail before the end of the year.
Apex is an iconic golf name. It not only was the name of a longstanding family of forged irons from Ben Hogan, but it also was the name of the steel shaft made by True Temper and installed in Ben Hogan golf clubs. The Ben Hogan Co. was started by Hogan himself in the fall of 1953 in Fort Worth, Texas. It later went through a parade of owners, including AMF, Minstar, Cosmo World, independent investor Bill Goodwin, Spalding and then Callaway.
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