L.A.B. Golf, renowned for pioneering Lie Angle Balance (L.A.B.) technology in putting, today introduced DF3i, the latest addition to its revolutionary lineup of putters.
Building on the success of the original Directed Force, and best-selling DF3, the DF3i features a performance-driven profile engineered for players seeking a firmer feel while maintaining the consistency, stability, and face control that define L.A.B. Golf putters.
Fujikura’s next generation VENTUS TR Blue - built with advanced VeloCore+ technology - has been officially unleashed this week in La Quinta as the world’s best players continue to put their faith in the Tour’s leading shaft brand in the game’s biggest events.
The new launch has been added to the brand’s flagship VENTUS line in California. By doing this, Fujikura’s experienced Tour reps have been working closely with each OEM and their fitters to ensure Tour trucks are stocked with the shaft, while educating staff and players on the engineering process to showcase the new VENTUS TR Blue to optimize results.
Callaway’s first limited edition golf ball drop of the year is one you’re going to…(wait for it)… LOVE!
The new Chrome Soft Hearts golf balls feature all the tech and performance benefits of Callaway’s new Chrome Soft Golf Balls with hearts logos and messages like “Fore You” and “Love Birdies.”
Wilson Golf has advanced its award-winning Staff Model golf ball franchise with the introduction of two new tour-caliber performance offerings - the Staff Model and Staff Model X.
Building on the global acclaim earned over the past two years for exceptional all-around performance, the latest four-piece urethane constructions deliver enhanced speed, control, durability and feel for elite players. Both models are also available in the popular TRK360 alignment-focused design, providing golfers with improved visual feedback and precision on the greens.
Odyssey has released their new family of Ai-DUAL putters featuring their innovative Ai-DUAL insert which delivers speed consistency across the face, incredible forward roll up and down the face, and amazing feel.
This new lineup includes Ai-DUAL models, Ai-DUAL S2S models in the zero torque category, and Ai-DUAL 1/2 Ball models with an innovative new alignment design.
Today PXG announced that 2025 PGA TOUR Rookie of the Year Aldrich Potgieter has signed with the brand, adding one of the game’s most dynamic young players to its PGA TOUR presence.
Potgieter delivered one of the most impactful rookie campaigns in recent memory, earning Rookie of the Year honors through a season defined by speed, composure, and an ability to contend early and often. His signing underscores PXG’s continued investment in players shaping the future of the Tour.
COBRA Golf®, a leader in golf club innovation and performance-driven design, today announced the launch of its all-new MIM Putter Family, a complete lineup engineered using Metal Injection Molding (MIM) technology to deliver exceptional consistency, precision shaping and a premium feel.
Designed to replace Cobra’s Vintage putter family, the new MIM lineup is constructed entirely using metal injection molding, a manufacturing process that combines the consistency of forging with the efficiency of traditional casting. This advanced process allows Cobra engineers to produce complex shapes with dramatically tighter tolerances, resulting in unmatched head-to-head consistency and refined detailing across every model.
COBRA Golf®, a leader in golf club innovation and additive manufacturing, today introduced the all-new 3DP TOUR Putter Family, a performance-driven lineup that harnesses the full potential of 3D printing to deliver Cobra’s most stable, forgiving and technologically advanced putters to date.
The 3DP TOUR family is engineered using a sophisticated multi-material construction that optimizes mass distribution and stability. Every model features a 3D-Printed Nylon Cartridge, carbon fiber crown, 304 stainless steel MIM body, and tungsten sole weighting, creating a structure that maximizes MOI while precisely controlling center of gravity for improved launch, roll and stability.
Bridgestone Golf, the #1 Ball-Fitter in Golf, today unveiled the new 2026 TOUR B series of golf balls, engineered to deliver dramatic increases in ball speed and distance without compromising spin or greenside control.
Central to this advancement was a R&D material discovery leading to the innovation VeloSurge, a core-mantle integration technology that powers the performance gains across the TOUR B lineup.
True Temper Sports, a global leader in golf shaft innovation, today announced the launch of Project X TITAN Black, a high-performance graphite shaft engineered to meet the demands of today's faster, more aggressive swings.
TITAN Black is the newest profile from Project X, designed and engineered in the company's R&D lab in San Diego, California. Built for players who generate speed and demand stability, TITAN Black delivers a low-launch, low-spin profile while maintaining a smooth, controlled feel throughout the swing.
PUMA GOLF proudly introduces the redesigned and still classic AVANT TOUR Golf shoe. Available in three engaging colorways including white-gray, white-deep navy, and white-brown mushroom, the new AVANT TOUR offers an unmatched combination of classic style, premium construction, performance and comfort
“Today’s players want to express themselves through their style on the course more than ever,” said Mike Diaz, Marketing Director at Puma Golf. “The AVANT TOUR design is one that offers the ultimate combination of traditional, classic styling and modern performance and we couldn’t be more pleased with the final product.”
Bridgestone Golf staffer Chris Gotterup secured victory using the VS Black with MindSet prototype ball on Sunday at the Sony Open in Hawaii with a final round of 64 and 16-under-par total. Like last year’s win at the Genesis Scottish Open, Sunday’s victory was marked by powerful ball flight that pierced through the wind with big-time distance.
“I am so proud of my performance this weekend and I couldn’t have done it without Bridgestone and the VS Proto Black with MindSet” said the New Jersey native. “The VS Black helped me control my ball flight and trajectory in tricky conditions today, and I was absolutely sending it off the tee. This ball, now the new TOUR B X, will be my secret weapon for the foreseeable future. I can’t wait for it to become available for everyone to play.”
XXIO®, a global leader in premium lightweight golf equipment, introduces the all-new HYPER RD Golf Ball.
Designed to pair seamlessly with XXIO clubs and the golfers who trust them, HYPER RD delivers the longest, most stable flight in XXIO golf ball history without sacrificing the soft feel and control players rely on around the greens.
Callaway focused on maximizing ball speeds over a larger area of the face with their new Quantum line and particularly with the driver. They looked at Strokes Gained: Driving statistics on Tour and found that distance is almost twice as valuable as accuracy. The Quantum line still addresses and uses innovative technologies to improve forgiveness and accuracy. But the bottom line with driver is forgiveness saves shots but distance shaves strokes.
How much of the entire face of an iron can be forgiving? Can a single iron head design be customizable for various unique swings?
PXG is pushing these boundaries with their new 0311 GEN8 irons so they launch like a rocket and fit like a glove.
SRIXON®, a global leader in tour-quality golf equipment and innovation, announces the launch of its new global brand platform, “Obsessed With It,” marking a powerful reintroduction of the brand’s voice, identity, and vision worldwide.
Built on precision, performance and dedication, Srixon is trusted by some of the best professionals in the world but made for anyone obsessed with getting better. From tour players to weekend grinders, it’s not just about the scorecard, it’s about the shared love of the game.
Aim. Swing. Talk Trash. Repeat. A record-setting MOI for a PING driver makes the new G440 K the company's straightest and most forgiving model to date while delivering golfers faster ball speeds and CG-shifting adjustability for more distance, PING CEO & President John K. Solheim announced today. G440 K was designed so you can outdrive your buddies even when you miss center of the face.
The G440 K driver is available for custom fittings and pre-order at authorized PING golf shops around the world beginning today. "We're hearing a lot of great comments about how forgiving and straight the new G440 K driver is, which ultimately leads to more distance for the golfer,” said Solheim. “It’s fun to hear that feedback, and we’re excited to get the ‘K’ into the hands of more golfers."
Engineered to bring golfers of all skill levels more spin and control into and around the greens, PING has introduced the s259 wedge series today, its next generation of custom-fit and custom-built specialty wedges. s259 feature advanced spin technologies, precision head designs, and enhanced grinds so your shots check. hard and obey harder in all conditions.
From flop to flighted the Tour-proven s259 wedges are offered in 25 loft/grind combinations in two finishes (Chrome and Midnight) and are available for custom fitting and pre-sell beginning today at authorized PING golf shops around the world.
COBRA Golf wants to put your swing on Autopilot and today introduced their New Family of OPTM drivers, fairway woods, and hybrids.
Features of the new OPTM family include POI (Product of Inertia) Shaping, Adaptive POI Weighting, H.O.T. Face and FUTUREFIT33.
PXG announced the signing of PGA TOUR professional and top-ranked player Marco Penge as the newest member of its Tour roster. A powerful ball striker with a fearless competitive style, Penge brings momentum, precision, and a performance-first mindset to the PXG family.
Penge has emerged as one of the game’s most compelling talents, earning attention for his distance, consistency, and ability to perform under pressure. His decision to join PXG reflects a shared commitment to innovation, collaboration, and equipment that is engineered without compromise.