Q & A: An Iconic Brand Returns To The Market


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No golfer in history has more short stories passed from player to player like the legendary Ben Hogan. Most of them involve his work ethic, legendary shot making and ascerbic wit. On the equipment side, Hogan was so exacting that he is said to have ordered the entire first production run of clubs destroyed in 1953 because they did not meet his standards.

After a seven-year hiatus from the market, the Ben Hogan Golf Equipment Company re-launched its brand with a new club line at the PGA Show in Orlando.

The company’s Ft. Worth 15 irons and TK 15 wedges were on display and quickly generated buzz at the show. First you notice the clubs’ clean, classic look with the iconic Ben Hogan signature. Then you notice something else: The clubs are only designated by loft, no numbers.

In response to lofts being strengthened in the industry over the years, the Hogan Company dropped the numbering system and produced clubs in an “unprecedented” range of 44 lofts so golfers know exactly what they’re hitting when they’re trying to gap their set.

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