Innovation or Gimmick? – Nike Toe Sweep Wedge

Written By: Tony Covey

Invariably, any time nearly any golf company releases its latest product innovation (golf companies love the word innovate in all of its forms), a segment of golfers will immediately scream “gimmick”!

If it’s white, or orange, or anything other than black, it’s a gimmick.

If it has a slot, a channel, or a cavity, it’s a gimmick.

If it slides, flips, or moves by any other method, it’s a gimmick.

And absolutely, above all else, if it’s made by TaylorMade…well, you know.

Whatever it is, Titleist would never do that, and if and when they do, well then and only then is it real innovation.

Such is the mindset of the golfer, and we understand, and we’re basically good with any and all of it, but that doesn’t mean we shouldn’t talk about some of the more interesting products out there that probably aren’t going to appeal to the absolute traditionalists among us.

Let’s have a conversation. Let’s flush it out. Let’s decide whether we’re looking at an innovation or a gimmick.

Nike’s Toe Sweep Wedge

By the letter, the product is actually called the VR (because everything at Nike is VR) X3X Toe Sweep Wedge. The selling point for the Toe Sweep is that it offers the benefits of a wide -soled wedge, while retaining the versatility of a more traditional design.

While it’s a given that I’m glossing over some of the finer points of the R&D that went into the design, what Nike basically did was take a wide sole wedge (what most would classify as a game-improvement design), and grind the hell out of the heel. In fact, there’s so much heel work that the grind actually intrudes onto the back of the face.

The Toe Sweep wedge looks like a novice wedge grinder’s first day mistake, but there’s little doubt that Nike’s most interesting wedge to date was a purposeful creation.

Golf companies like to throw around the word extreme. In this case, when Nike says extreme heel relief, they actually mean it.

As far as wedge grinds from reputable companies go, Nike’s Toe Sweep is the most bizarre design I’ve seen in quite some time, maybe ever.

Let’s not sugarcoat this one bit; wedges that look anything like Nike’s Toe Sweep are generally the stuff infomercials are made for. Get yours now for just $59.95 (that’s not the actual price). Take the swoosh of the Toe Sweep and nearly everyone will think it’s a gimmick. Even with the swoosh, some will almost certainly argue it still is.

What the Toe Sweep Is Supposed to Do

The wide sole piece of the Toe Sweep design was put in place to make it easier for golfers to easily launch the ball high out of the bunkers. Nike’s Nate Radcliffe describes this as “activating the toe”. Basically it means that the mass of the clubhead is in the right place to help you hit solid shots out of whatever trap you happen to be in.

Unfortunately, my only opportunity to hit the Toe Sweep so far has come in god-awful conditions. Think it never rains in Vegas? Apparently, some days it pours. Bunkers weren’t wet; they were filled with mud, which obviously isn’t ideal for sand play.

Better bunker players than myself did alright with them, and really, it shouldn’t much matter. Most people understand that wide-soles are generally beneficial out of the sand. This issue with the wide-sole is that it doesn’t lend itself well to being opened up around the green.

Wide-sole wedges lack versatility, which is why flop-shot obsessed guys like myself, and others looking for more playability around the green, tend to stick with more traditional (narrow-sole) designs.

About that Heel Relief

Despite the distinctively odd look created by the extreme heel grind, at address, the Nike Toe Sweep looks perfectly normal. That is to say, it looks like any other Nike wedge, and really, Nike’s wedges look as good as most anything else out there.

As soon as you put sole to ground, any fears (or hopes) you had of staring in an infomercial are immediately dashed. I immediately forgot about the wacky looking grind, and when I hit my first open faced shot, any concerns that Toe Sweep might be a gimmick were put to rest when my ball hopped and stopped on the green.

Like most any other wedge, it’s easy enough to vary trajectory simply by moving the ball back or forward, or by closing or opening the face, but without a doubt, the most definitive (and surprising feature) characteristic of the Toe Sweep wedge is how well it performs wide open from very tight lies.

Flop Shots off Concrete?

It seems impossible that it could be so easy to hit wide open shots with what’s mostly a fat-soled wedge, but that’s exactly what I did (time and time again) with Nike’s new Toe Sweep wedge. The extreme (there’s that word again) heel relief is so functional that, should the need arise, you could actually hit a flop shop off concrete.

Now right there is a guy who doesn’t play golf with me very often.

Lost in the nonsense about hitting totally unnecessary shots is that Nike has basically done what they’ve claimed. They’ve given you (golfer and consumer) a near-zero compromise wedge that gives you plenty of sole to get out of sand, and deep rough, while retaining an extreme (this time it’s my word) amount of versatility, which basically means the average golfer (who is still an athlete) can more effectively play nearly any shot from nearly any lie. And yes, that includes flop shots off concrete (you know…should the need ever arise).

If concrete isn’t your thing, I should probably mention that the Toe Sweep works very well off of tightly mown fairways as well.

Oh…and for those wondering about spin. Nike’s wedge grooves have always tested well for us, but paired with the new RZN balls, and the Toe Sweep spins like a muthafu…

The one potentially compromise is this; some of us love beautiful sexy little wedges (mostly because they’re beautiful, and little, and sexy). Nike’s Toe Sweep, while perhaps not an ugly duckling, is an odd duck, and I suspect some of your buddies will look at you cross-eyed when they find it in your bag.

“Did you buy that from an infomercial” is a question you should probably get comfortable answering. Either that, or hit a flop shot off concrete. That’ll shut ‘em up.

Innovation or Gimmick?

Unfortunately, in the golf equipment game whether or not something works as advertised doesn’t always dictate success. Perceptions matter more, so ultimately it’s almost inconsequentially how well the Toe Sweep wedge actually performs.

If the majority consumer (whether informed or otherwise) decides the Toe Sweep is a gimmick, then it’s a gimmick (even if I say it’s not).

Historically, Nike Golf hasn’t been particularly adept at telling their own product stories. Their model relies heavily on athletes playing and winning with their products. Winning is their story, and it actually works pretty well when you have guys like Tiger and Rory on Tour, but that may not be enough for Toe Sweep.

It’s fair to say Toe Sweep is one of few Nike golf products designed for the everyday athlete (as opposed to the tour professional), and to reach that audience I think you need to speak directly to it.

Based on what I’ve, the Toe Sweep wedge is one of two signature pieces (the other being the new RZN balls), but if Nike doesn’t adequately tell its story, then I believe it’s destiny will be that of a gimmick, or perhaps worse still; an afterthought collecting dust as Vokeys and Clevelands are pulled off the shelf around it.

Have Your Say

What do you think? Is Nike’s Toe Sweep an innovation or a gimmick? Would you consider replacing one or two of your wedges with something that looks as strange as the Toe Sweep?

Specs, Pricing, and Availability

Nike VR X3X wedges (including Toe Sweep) feature a satin chrome finish, Dynamic Gold Wedge shafts and Golf Pride Tour Velvet 360 grips.

Loft Options: RH: 56, 58, 60 degree. LH: 56 and 60 degree
Availability: January 31, 2014
Street Price: $109.99

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