Written By: Tony Covey
In a move that further supports my contention that Nike is finally starting to get golf, the company today announced the impending availability of a Limited Edition (Here. We. Go. Again.), Matte Black version of their VRS Covert 2.0 Driver.
At least they managed to keep the word innovation out of the discussion.
Whoops…never mind. I see it now.
Given what the industry as a whole as produced for us over the last several weeks, I hope everyone will forgive me for having a little fun with the latest bit of limitedness to be dropped in the consumer’s lap, but all kidding aside, this is actually a pretty brilliant (though admittedly simple) idea on Nike’s part.
And, by the way, if you think that little tie-in to the college football market is really as matter a fact as it sounds, it’s time for you to start paying attention to the really big picture.
The Covert 2.0 is Beautiful the Way She Is
The Covert 2.0 is one of my favorite new drivers of the 2014 season. Actually, why sell my own feelings short? Nike’s VRS Covert 2.0 is my absolute favorite driver of 2014. I don’t just love the way it looks; it moves me.
I love the damn thing.
But…I’m not like everybody else. The near-constant stream of feedback raises my following statement to the level of absolute and indisputable fact.
Some people don’t like red.
Whoa. Mind blown, right?
Seriously…they hate it. And because they hate it, they won’t try. And if you follow the breadcrumbs to the eventual outcome what you have is a potential customer who’s buying somebody else’s product.
That’s going to happen, but when the root cause can be as simple as paint, it makes sense to do something about it.
The No Compromise Compromise
I suppose it would have been easy for Nike to completely change course with the Matte Black version.
They could have painted the driver black (they did), and they could have removed the giant swoosh from the crown (they didn’t), and they could have removed the swoosh from the toe (they didn’t), or the sole (didn’t do that either), and they could have even removed the 2.0 alignment aid (they didn’t…kinda wish they had).
All of the above would almost certainly go over better with the ultra-traditionalists, but whether you’ve noticed or not, Nike Golf has entered a new phase, and part of what’s core to that is a refocused and unyielding approach to the golf industry.
Nike Golf is authentic Nike now, and if that means something fundamentally different than what some believe an authentic golf company looks like, everything I’ve heard and seen suggests the company is more comfortable with that than ever before.
The Covert 2.0 Matte Black Edition driver will be available on Nike.com and at select retailers May 15, 2014 for $399. Available in right hand only.
Have Your Say
Does the introduction of a black version of the Covert 2.0 driver make you any more inclined to give this or other Nike Golf products a try?
Bloomie
10 years ago
I picked mine up 2 days ago, and love it. It’s not as obnoxious at address then the bright red.. QUESTION: Does anyone know if they will be putting out the 3 wood and hybrids in the matte black as well?? I figured if they we’re going to, they would have rolled it out with the driver..