Nike has become a major force behind innovative golf drivers over the last several years. Currently they offer the Nike SQ Sumo driver featuring STR8-FIT adjustability.

Already a behemoth in just about every sport you can think of from basketball to swimming to Indian cricket, Nike has tremendous resources, the technological expertise, and the marketing power to create some of the best golf drivers on the market.

However, when Nike first decided to enter the old-boy network of golf club and equipment manufacturing, they had the Nike name and marketing ability, but very little clout in the industry. Golf is notoriously difficult for new manufacturers to make any headway due to the trust factor. There are simply too many manufactures that have been around for decades and are very well know for creating top-notch products. Also many pros are reluctant to change what’s working and making millions of dollars for them on the Tour.

Tiger says, "Just Do It!" after his '08 US Open Win

So, Nike’s first foray into golf equipment manufacturing was to sign Tiger Woods to a huge multi-million dollar long-term contract in 1996, when he was a relative newbie. At the time, Nike only had clothing to offer Tiger. They were soon able to get a golf ball as well. And so Nike began applying the strategy that had served it so well in other sports arenas; make the best products that the best players in the world will use, and soon the public will follow. When Tiger switched to playing exclusively the Nike Golf ball, Nike’s share of the ball market went from 1 to 6%.

Nike Golf has since targeted the golf driver industry with similar expectations of market share gain. They have hired top talent and old-school engineers from Ben Hogan and other companies, to help them develop products that the best players in the world, namely Tiger, would want to play. You know that if they can please Tiger, who has a clause in his contract that allows him to play any other driver if he feels he can get better results, than they can please anyone. By placing their full resources behind their push to be the best, Nike is quickly becoming a huge player in the golf driver market.

The Technology Behind Nike Drivers

Nike's latest golf driver offerings are four variations of the SQ Dymo - SQ DYMO Driver, the SQ Dymo Squared, the SQ Dymo STR8-FIT, and the SQ Dymo Squared STR8-FIT. These clubs build on the success of the Nike SasQuatch and the SasQuatch Sumo drivers. Some of the key technological features of these clubs include Nike PowerBow weighting which places the center of gravity of the club in the most optional location to guarantee optimized ball flight and maximum distance. The squared versions of each driver offer a club head that is shaped square instead of the more traditional round shape, and keep all other variables the same.

In 2008, the USGA and R&A modified their rules to state, "Other forms of adjustability (other than weight adjustment) may also be permitted upon evaluation by the USGA and R&A. So, Nike has taken advantage of this opportunity with the introduction of the STR8-FIT versions of its SQ Dymo. Unique customization is a trend we've seen from other golf driver manufacturers as well, where you can adjust drivers to correct a slice or a hook. Nike goes one step further than many of its competitors by offering eight different adjustment options. In the Open positions, players can minimize a hook or promote a fade, the Neutral position is perfect for you straight shooters, and the Closed position minimizes a slice or promotes a draw.

According to the rules of the game, "Adjustments may be made before and after, but not during the round of golf." So, with Nike STR8-FIT adjustability, you can see how things feel on the driving range during warm up, and take into consideration playing conditions, to make critical set-up decisions for your golf driver just prior to play. Previously these options were only available to Tour players, with a tour van and additional equipment.

Nike makes it easy to change the settings for the Nike SQ Dymo STR8-FIT Driverand the SQ Dymo STR8-FIT Squared. Simply use the wrench provided to loosen the shaft from the driver head, turn the head to the desired position (you can see the numbers on the shaft), then use the wrench to tighten the head and shaft together. When it's tight enough you will hear a beep and a red LED light will indicate you're good to go.

Nike has definitely offered some exciting advances in golf drivers over the last few years and we expect more from them in the future.

To learn more, visit Nike's official website at www.nike.com/nikegolf/index.htm.

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