Golf Pride has launched the all-new CPX grip which it says is the softest grip the company has ever produced.
Standing for ‘Comfort Performance Extreme’, the CPX grip, which was the first model to be developed at Golf Pride’s new Global Innovation Centre in Pinehurst, North Carolina, is constructed from a very soft and responsive rubber compound that moulds to the golfer’s hand to offer superior feel.
Grip is further enhanced with the introduction of a new raised EXO diamond-quilted pattern, inspired by the grips on BMX bikes, which maximises contact with the hands to offers an improved connection between club and hands. In addition, an innovative Control Core in the grip’s end-cap complements the soft rubber compound to provide maximum softness and maximum control.
“The connection between the hands and mind is critical in the game of golf,” said Jamie Ledford, President of Golf Pride. “We’re so excited about CPX because the new design and ultra-soft rubber compound we’ve developed take this connection to the next level. Anyone who tries the CPX will immediately feel the difference.”
With the introduction of CPX, Golf Pride is also unveiling a new marketing campaign for the product, using the tagline ‘A Soft Grip for a Hard Game’ as an intentional departure from the category’s historical focus on performance claims and product specs in marketing materials.
“We know that golfers of every calibre quest for the ‘right feel’ when they have a club in their hands,” said Eric Gibson, Global Head of Marketing, Golf Pride. “The new CPX, and the marketing campaign behind it, focuses on exactly that. Golf is hard. There’s a lot to think about. We believe that the right grip can create comfort – for your hands and your mind – regardless of your skill level. We are excited to lean more into this approach in our messaging and feel it reflects the positive change and growth that golf is experiencing.”
The new CPX will be available from pro shops and selected retailers around Europe from April 1.