180 - Oh So Right...

The regular reader of this crappy little blog will know that I have a thing for Mizuno. For me they are a perfect blend of technology and design yet don’t fall into the trap of appealing to the club captain at the local private course. I like the fact that they aren’t as popular as the likes of TaylorMade, Callaway and Ping, makes me feel smug owning a set.

I realise that by getting all smug and elitist about my gear plunges me into the depths of golf snobbery, something I rant about often on these pages. Yeah, I can be a hypocrite as well as a bit of a pompous bastard. Anyway, I digress, Mizuno are my current object of desire and their new range is trouser tighteningly good.

The JPX800 and JPX800Pro are latest in a long line of great looking ‘game improver’ clubs from Mizuno that work as well as they look. Mizuno made their name by producing beautiful grain flow forged blades and the new MP53 and MP63’s continue this tradition with ease. It is fair to say the new high end clubs so pretty they could be on a teenager’s bedroom wall.

The new MP-630 range of drivers and fairway woods aren’t quite as stunning at the new clubs but what they lose in looks they make up in performance. Mizuno have honed the Hot Metal face technology to make the new big sticks the furthest and straightest ever produced by the company.

MX-700 hybrid is now joined by an all new direct long iron replacement in the shape of the MP Fli-Hi designed to fit the shape and flight characteristics of the other clubs in the MP range. The all new MP-630 CLK compliments the rest of the 630 range of woods to complete the hybrid line up.

Another area where Mizuno traditionally excel is in wedges. The Japanese company are famed for producing buttery soft feeling chippers that provide plenty of spin and feel around the green. The latest offerings include the updated MP T-11 with its quad cut grooves and the JPX Series wedges designed to complement the rest of the JPX range.

Also available are two different ranges of putters, the traditional MP range and the more contemporary Line 90 range. Mizuno decided to produce their own putters after working closely with Bettinardi in the past and now offer something for everyone. The MP’s come in three classic shapes while the Line 90 employ five designs names after volcanoes!

Finally there is the new range of limited edition Aerolite X bags (above) which come in a number of loud designs and colours. One thing is for certain about this range, you will not be missed on the course, definitely one for all the Ian Poulter wannabes out there.

Overall I think that Mizuno have got it spot on once again. Their equipment is primarily designed to work on the course but they have the knack of making their kit look so good. The new blades are stunning, the putters a revelation and the bags an eye opener. Why don’t all the other manufacturers get it this right more often?

179 - Manga Ads And Sk8erboi Bags...

I’ve been looking at Mizuno’s new marketing and I’m a little confused. Their latest adverts depict a Manga-like, cartoon character playing like a hero with their stunning new JPX800 clubs. The advert is very cool, really interesting and will make no sense to anyone over 40 which is a risk seeing as this is probably Mizuno’s core market.

Kudos for the Japanese wand maker for having the stones to fly in the face of convention and produce a marketing campaign that doesn’t feel like it has been bought off the shelf from an expensive London advertising agency; I’m just worried that it may be money wasted.

Mizuno look like they are trying to tap into and actively encourage the emerging young golfers market which can only be a good thing in my opinion. Making golf cool will draw in the next generation of Ryder Cup stars and might even force a bit of change in the local clubs.

I believe that the sooner the stuffy Pringle Set lose their overbearing control over golf the better as some of the hoops that new players need to jump through to play on a half decent course are too much like hard work.

I have a niggling doubt about this advertising campaign though. I doubt that enough kids will see the adverts and be persuaded that far from being a game played by fat, middle-aged men in BMW’s, golf is actually a really enjoyable sport that requires skill, mental toughness and stamina. I think Mizuno agree which is why they have a secret weapon; a new bag!

Actually it is a range of Limited Edition Aerolite X bags that look like they have been designed by Avril Lavigne and Tony Hawk. They are very loud, very colourful and almost guaranteed to cause a heart attack on the first tee at Private Members only courses up and down the country.

The change of direction in terms of advertising and producing more ‘yoof’ oriented equipment gets my hearty seal of approval, I just hope that Mizuno don’t alienate its core demographic and get its fingers burnt as a result.