TaylorMade’s brand identity is built on the success and more specifically the PGA Tour success of its drivers, so it’s interesting that its first foray into consumer customization is with a putter.
Take that in for a moment.
TaylorMade’s recently announced MySpider custom program allows golfers to mix and match three hosel types (short slant, double-bend, and L-neck), three sightline options (single line, single dot or T-line) and eight stock colors in whatever combination the consumer desires, though there are some limitations.
No doubt customization templates are cool and engaging because it allows consumers to feel some increased sense of ownership both over the process and the final product. That said, such programs aren’t anything new and, in this case, TaylorMade requires you to pay a premium for the privilege.
With a retail price of $360, the MySpider Tour is 20% more expensive than the standard Spider Tour ($299) and though the program touts 250,000 as the number of possible iterations, that’s probably overselling it a bit.
Custom isn’t necessarily synonymous with unlimited. Case in point; the MySpider is available in exactly one head weight (355g) and offers multiple colors in a single grip option (SuperStroke GTR 1.0). Both the sole plate and weights are black and face insert options are limited to red or black. The eight stock colors for the body, wings and sightline/logo offer a reasonable menu, though consumers willing to pay the rather steep upcharge might be disappointed if the hope is to honor Wiz Khalifa or any number of professional organizations with yellow, orange, or navy as team colors, which as it turns out is a bit over half of NFL teams.
No doubt, the Spider is TaylorMade’s most visible model on tour thanks primarily to Jason Day and his affinity for the color red, but one of the luxuries of being a professional golfer is never having to ask how much clubs cost. Consumers do. So is this one worth it?
Tell us what you think.