If you wanted to buy a Model T from Henry Ford, he'd sell it to you in any color you wanted, as long as it was black. In recent years, golf companies have started offering white drivers, as well as clubs with bright orange, red and green trim, but Callaway's new udesign personalization and customization engine is a quantum leap forward.
But the personalization doesn’t stop there. Using udesign, you'll also be able to choose from more than 100 customized shaft options, in lengths ranging from 2 inches longer than standard to 2 inches shorter than standard. You can pick any of the 24 different grips currently available and have up to eight wraps of tape added underneath the grip.
According to Callaway, there are more than 70,000 possible clubs combinations.The image below shows the website's interface.
In a release, Jeff Colton, Callaway's senior vice president of global brand and products, said, "The opportunity to design your very own driver in the colors of your favorite team, alma mater or whatever you happen to feel looks best has never been offered on a mass scale. Our research and instincts show that this level of personalization and customization is what golfers want, and we’re excited to be the first brand in golf to offer it.”
Phil Mickelson, in Callaway's PGA Tour van last week at Augusta National, held a RAZR Fit designed in blue in honor of his beloved San Diego Chargers.
According to Callaway, Alvaro Quiros requested a RAZR Fit in every color so that he can match his driver with his apparel.
While the standard RAZR Fit driver retails for $399, customized RAZR Fit drivers will cost $50 more, with certain customized shaft and grip options pushing the price even higher. Orders created in udesign will begin shipping May 1.