When Callaway Golf sold the Ben Hogan Golf Company to Perry International, Inc., in February 2012, the deal included the iconic Hogan script, Hawk image bank and intellectual property.
What the Chevron brand retained — wisely, I would add — was the rights to some of the Hogan company’s product names.
The most famous of those, of course, was Apex.
Looking back through the Hogan equipment archives, you’ll find the Apex name emblazoned on several elite-level forged iron products, including many that Hogan himself used on tour after he established the company in 1953.
With a tip of Hogan’s famed Ivy cap to that history, Callaway brought out its first Apex irons in 2014 and has maintained better player positioning for the line ever since.
The next-generation Apex Pro Series lineup was launched earlier this week.
In the queue for pre-sale starting August 18th and retail availability beginning September 8th includes Callaway’s new Apex Pro, Apex CB, Apex MB irons and Apex UT and Apex UW utilities.
Here’s a closer look at each product.
Apex Pro 24
Callaway’s design team worked with its worldwide tour staff to get feedback on the new Apex Pro, its latest hollow-body distance iron.
The result is a product that will garner interest from elite players at the top end of the game (2-, 3- and 4-irons) while intriguing lower single-digit handicap recreational players as a complete set with a combination of added distance and feel.
The Apex Pro is a first for Callaway. It pairs a forged face with a forged 1025 carbon steel body for heightened sound/feel in a distance iron. Enhancing the impact feel is patented urethane microspheres. allowing the Apex Pro-face to flex at high ball speeds across the face.
The progressive face design gives players distance, a higher ball flight in the long irons, and more precise short irons. The long irons are designed with a powerful Forged 455 face cup to enhance distance and forgiveness, while the short irons feature an ultra-consistent forged 1025 face plate for control.
Apex CB and MB Irons
Targeted toward elite ball-strikers seeking performance and workability, the Apex MB (muscle-back) and Apex CB (cavity-back) feature Callaway’s Dynamic Sole Design for more efficient turf interaction, enhanced workability, and the exceptional feel elite players expect.
Forged as one piece using a proprietary forging process from 1025 carbon steel, the irons have a progressive centre of gravity with lower CG in the long irons to achieve higher trajectory and higher in short irons for added spin and control.
Both irons also come with a thinner topline and longer blade lengths which can easily mix and match as a combo set.
Engineered to provide exceptional distance Callaway has utilized multi-material forged construction and paired it with a 455 forged cup face and the company’s patented urethane microspheres to deliver exceptional feel in the Apex UT utility iron.
Ideal for tight tee shots or as a more controllable option on long par 3s.
A smaller unique head profile promotes the launch and distance benefits of Callaway’s high-lofted fairway woods with the versatility of Callaway hybrids for a more neutral ball flight.
The multi-purpose Apex UW offers better players an ideal option off the tee into tight landing corridors, from the fairway into Par-5s or from the rough.
Apex Pro, Apex CB and Apex MB will be $290 per club. Apex UT is $375 per club, and Apex UW is $409.99 per club.