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
Chicopee, MA, January 25, 2002

As Ben Hogan completed its 3rd straight year of double-digit sales growth in an iron market that was 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 extended muscle-back 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 David Lowe, category director of marketing for Ben Hogan.

Designed with better players' preferences in mind, the BEN HOGAN APEX EDGE PRO is being introduced as a compliment to the current APEX EDGE model by offering traditional styling and shape, and increased "shot shaping control," while at the same time not compromising forgiveness. When compared to APEX EDGE, the APEX EDGE PRO provides reduced offset, a thinner top line for a cleaner look at address, and a progressive face thickness design for 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 forged, one-piece 1025 carbon steel clubhead featuring a modified muscle-back cavity.

Extensive consumer research on the playability of the APEX EDGE PRO revealed that in addition to better players, a high percentage of the mid and high handicappers who tested the club also preferred APEX EDGE PRO over the current premium game-improvement irons in their bag. Results from hundreds of 18-hole play tests showed consumers with a wide range of ability levels, from 0 to 18 handicap, preferred the feel, appearance, and overall performance of the APEX EDGE PRO by more than a 2-to-1 margin over the leading brands.

Mr. Hogan said, " . . . with a forged iron, the feeling goes up the shaft and into your hands, and into your heart." The BEN HOGAN APEX EDGE Series gives golfers the feel of a forged iron 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 visual style preference -- 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 Lowe.

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. 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 Ben Hogan, visit our website at http://www.benhogan.com or call the Consumer Relations Department at 800-SPALDING (772-5346).