Callaway 2003 Annual Report Download - page 9

known as the “Callaway Black” on tour and at the
course. It is the best ball we have ever made. With
patented HX aerodynamics, an extremely
thin cast thermoset urethane cover, a high
performance mantle layer, and a higher
velocity core thanks to some new chemistry,
this ball is nothing short of amazing.
Layered just under the HX Tour model you
will still find HX Red and HX Blue golf balls
with their cutting edge aero and cover
technologies. Then comes new technology
in the new Big Bertha Red and Big
Bertha Blue models. Moderately priced,
these two-piece ionomer-covered balls
still benefit from HX aerodynamics and
integrated Callaway Golf and Top-Flite
R&D. Rounding things out, we offer the
Callaway Golf Warbird golf balls at the
value range. If you have not already
done so, I urge you to take a look at the
new graphics that unify the presentation
of the entire line of Callaway Golf golf balls
in 2004. While you’re looking, make a purchase
and play these balls. I am certain you will enjoy
the experience.
Our new Top-Flite operation is bringing to
market four new golf balls, including two new
Top-Flite Strata Tour products and two Ben
Hogan products, as well as supporting the
Top-Flite Infinity line in its first full year of
sales. The Top-Flite Strata balls, with injection
molded urethane and ionomer covers and
We bookend the Great Big Bertha II line of titanium metal
woods with another brand new entry with a wonderfully familiar
name – Big Bertha. This line of metal woods incorporates our
proprietary S2H2 design and includes a cast titanium driver and
steel fairway woods aimed at the moderate price segment of the
metal woods category where we have built a significant
franchise historically. Given a choice of equivalent materials, we
think consumers will always select Callaway Golf technology.
Big Bertha is back.
These moves should reverse our declining trends in revenues and
U.S. wood market shares. Of course, we know our competitors will
react. Some will introduce copies and “me too” products. Some will
drastically cut prices. We believe that superior products that are well
presented and supported by world-class customer service win in
such a battle. We have demonstrated this in the past in those years
where we set the standard for woods, and plan to remind everyone
again in 2004.
In irons and putters we face the enviable task of trying to hold on
to our already strong positions. So, we are also introducing a line of
new and improved Big Bertha Irons to support Steelhead X-16 Irons
in their second year. The new Big Bertha Irons have a low center of
gravity and constant width sole, and are the most forgiving and
easiest irons to get airborne of anything in their class – another way
of saying friendly. In putters, we will introduce additional 2-Ball
models under the Odyssey brand while also bringing a line of
tungsten titanium milled models under the Callaway Golf brand.
In golf balls, we are seeing the true birth of the Callaway Golf
brand. With the benefits of the manufacturing and R&D experience
at Top-Flite, we can be free of some of the issues that have plagued
us thus far and expect to have a terrific year in terms of new prod-
ucts and sales. The leader will be the new HX Tour ball, already
demonstrably superior
6CALLAWAY GOLF COMPANY