RAZR’S EDGE
The Evolution of Callaway
SCOTT KRAMER By
Ayear ago, Callaway Golf debuted the RAZR Hawk driver with a cool-looking “forged composite”
weaved crown that was co-developed
with Automobili Lamborghini. The
material was billed as the lightest,
strongest, most precise material either
company had ever used. Along with it
came RAZR fairway woods and irons.
And a new franchise was born.
Yet while the RAZR clubs have been acclaimed by amateur and pro golfers, as
well as the international golf media, the
company itself has gone through a management and leadership change. But it’s
the RAZR line, and particularly its technology, that has left company officials optimistic that this is a thoroughfare into the
company’s future.
“The name RAZR was born from what
the Callaway research and development
department was calling ‘Razorback Tech-
nology’ in the irons that eventually became
RAZR X,” says Jason Finley, Callaway’s director of marketing for woods and irons.
“Razorback Technology, now called RAZR
Technology, refers to the repositioning of
mass lower and deeper in the iron,
while retaining a versatile sole width.
“Since mass was repositioned lower
and deeper, the rear of the sole was ele-
vated—giving it the look of a razorback—
to provide the iron better interaction with
the turf. Ultimately, RAZR technology al-
lowed us to build the RAZR X iron with
distance and forgiveness in mind, but
with the versatility and look of a tradi-
tional thin-sole iron.”
And so, the RAZR line of products is
not only back for 2012—with the RAZR
XF irons and hybrids, RAZR Fit driver,
RAZR X HL irons and hybrids and RAZR
X Black clubs—but the RAZR name has
now extended beyond clubs. For exam-
ple, the RAZR shoe is being showcased
as advanced technology for your feet,
along with progressive styling, and Tour-
level stability, traction and control. Like
its club brethren, the RAZR shoe is loaded
with sophistication under the hood. For
shoes, that means an outlast tempera-
ture management system, molded insert,
waterproofing, a tongue with comfort gel
and lightweight materials.
