Odyssey Unveils New D.A.R.T. Technology

New Putters Feature “Visionary” Alignment Aid Based on Gestalt Effect Theory

CARLSBAD, Calif., February 3, 2011 – Callaway Golf Company (NYSE: ELY) today announced the February 18 retail availability of the new Odyssey® D.A.R.T.™ line of putters, featuring a groundbreaking target alignment system from the #1 Putter in Golf®. Odyssey’s Direction and Realignment Technology (D.A.R.T.) utilizes a dart-like pattern on the top of the putterhead to easily align the center of the putter face with the target when addressing the ball.

“D.A.R.T. works via a two-step process,” said Austie Rollinson, Principal Designer for Odyssey. “First, the eyes align the putter to the target using the straight lines on the top of the putterhead. From there, the mind’s eye completes the realignment by placing the apex of the D.A.R.T. design at the center of the golf ball. This ensures that the face of the putter is in line with the target and promotes consistent contact with the center of the face for greater distance control. The original 2-Ball putter was a revolutionary step in using the golf ball as an alignment aid, and D.A.R.T. is an evolution of that technology.”

The D.A.R.T design is based on the brain’s ability to complete images that the eye doesn’t at first see. In this case, the mind completes the apex of the dart device in the center of the ball, ensuring the most accurate alignment possible. Just a one-degree misalignment on a 12-foot putt is the difference between a make and a miss.

“The completion of the D.A.R.T device at the center of the ball is the key component to this new alignment technology,” Rollinson added. “In designing the D.A.R.T. putters we examined the Gestalt Effect, which was developed in the late 1800s and is based on a theory that our senses have the capability to visually create whole forms rather than just a collection of simple lines and curves. The Odyssey D.A.R.T. putter utilizes this effect using multiple lines to create an image that refines alignment and helps golfers make more putts.”

Also featured in the D.A.R.T. line of putters is Odyssey’s newest multi-layer insert, White Ice, which has been fine-tuned to enhance sound, resiliency and consistency. The inner core of the insert is 19.65 percent firmer to enhance feel and 92 percent stiffer for better resiliency, which leads to consistent distance control. The face surface of the White Ice insert has been roughened to enhance sound at impact with today’s softer golf balls and to increase friction to promote forward roll. Adjustable weighting allows golfers to optimize their putters with three interchangeable options to dial in the perfect feel.

Odyssey is the #1 Putter across the world’s major professional tours in wins, usage and top-10 finishes. The new D.A.R.T line of Odyssey putters will be available on February 18 and the new product introduction retail price is $179. Two models will be available featuring D.A.R.T technology—the D.A.R.T. standard model is a mallet with a double-bend shaft and full shaft offset, while the D.A.R.T Blade features a crank-neck hosel and full-shaft offset.

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  • the video is pretty cool. It’s an interesting concept

  • I find myself really interested in this putter. The wide back section of the alignment system looks like it would help in keeping the face square while the pin point end helps in a flush center stroke. I like where this is going.

  • I like the idea but I’m not 100% convinced that it would really help with accuracy, I’ll have to test it out firsthand before I really buy into it. They are nice looking, that’s for sure!

  • I really like the look of these putters, esp the fact that they are making a full mallet with the design, so many mid mallets out there, I prefer the larger design and this takes the cake for me. Watch out Ghost putter, you may have some competition soon!!

  • I’m not a huge fan of the look, but I definitely will check these out.

  • At last, A putter I can use with my bow. I dub thee Sir Calloway of Locksley. I would be more impressed if they showed a video of a 13 handicap, picking it up for the first time and draining 7 of 10 from 10ft. They’d have a line around the corner wanting to buy.

  • As someone who has been playing a 2 Ball for several years now, I can see the even bigger advantage with this putter. The “arrow” looks strange at first, but I also said the same about the 2 Ball. I love my 2 Ball putter. I’m gonna have to check this one out to see if it’s gonna be any better than mine.

  • Tried one of these out today at Dicks. The look wasn’t that appealing but, it shocking to see how easy they are to line up. Rolled several 12 to 15′ putts in. It’s given me something to think about for sure.

  • I tried one of these out at a PGA superstore and I wasn’t impressed. I also didn’t care much for the two-ball series so maybe that’s part of it. It just seemed bulky and distracting during my stroke. I prefer the Ping Scottsdale Pickemup myself.

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