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Golf Pride® Continues to Innovate with New CPX, the Softest Performance Grip Yet3 min read

Golf PrideAuthor: Golf Pride


Posted on: 1st Apr 2022

Increased softness and tackiness of rubber compound complement proprietary design for more traction, enhanced comfort and better performance

Golf Pride, an industry leader in innovation and sports performance equipment, announced the introduction of CPX®, the company’s softest performance grip yet. The new CPX — standing for “Comfort Performance Extreme” — provides superior feel through a combination of extreme softness and exceptional new technology, including the company’s first-ever raised, EXO diamond-quilted pattern. For players who seek the confidence that comes from the feel of a high-performance, comfortable grip, the CPX is a game changer.

“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.”

The new CPX — the first grip completely concepted and 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 hands for the ultimate in comfort and stress relief. The soft and tacky material features a 45-degree diamond pattern inspired by the grips on BMX bikes. This new tactile design is raised to maximise contact-area with the golfer’s hands, enhancing performance. In addition, the innovative Control Core® in the grip’s end-cap complements the soft rubber compound to afford the best of both worlds: maximum softness and maximum control.

A Soft Grip for a Hard Game

With the introduction of CPX, Golf Pride is also unveiling a second new “feel.” The brand’s latest campaign – “A Soft Grip for a Hard Game” – is an intentional departure from the golf category’s historical focus on performance claims and product specs in marketing materials. Confidence through comfort is integral to reach the most optimal performance in the golfer’s game. “A Soft Grip for a Hard Game” is aimed at players of all types from highly competitive golfers to weekend warriors and all those in between.

“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 professional shops and selected retailers around Europe from April 1st. To learn more, go to www.golfpride.com/cpx

About Golf Pride

Since its founding in 1949, Golf Pride has become synonymous with the highest quality performance equipment in golf. Today, from its Global Innovation Centre (GIC) in Pinehurst, North Carolina, Golf Pride continues to lead in grip innovation by continuing to obsess over the only connection between our golfers’ hands and the club. That’s why more than 80% of the world’s highest performing golfers choose Golf Pride. For professionals, top amateurs and recreational golfers of all skill levels, Golf Pride sets the standard – in performance and style. To learn more about Golf Pride, go to golfpride.com.

About EATON

Golf Pride is a division of EATON, whose mission is to improve the quality of life and the environment through the use of power management technologies and services. We provide sustainable solutions that help our customers effectively manage electrical, hydraulic, and mechanical power – more safely, more efficiently, and more reliably. Eaton’s 2020 revenues were $17.9 billion, and we sell products to customers in more than 175 countries. We have approximately 92,000 employees. For more information, visit www.eaton.com