COBRA-PUMA To Release Special Edition Orange AMP Driver

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There are times when a golf company really steps outside of the box. They’ll do something completely unpredictable, and totally out of character. They might even catch us completely by surprise. Friends and loyal readers, this most certainly IS NOT one of those times.

If you haven’t been working off the assumption that Cobra would eventually release a Rickie Fowler-influenced Orange driver, you haven’t been paying attention. Son, it’s time you get your head in the game. The Orange AMP became a forgone conclusion the day Rickie Fowler signed his name on his Cobra contract.

A History of Limited Editions

When it comes to releasing Limited Edition stuff, this isn’t exactly Cobra’s first rodeo (or snake-charming show). Even before they acquired Cobra, PUMA had basically made a habit of releasing limited edition golf shoes (anyone remember Geoff Olgilvy’s Gold PUMAs from the 2007 Masters?). And while TaylorMade is the company most often associated with white drivers, it was Cobra (all the way back in November of 2010) that actually released the first White Driver (a Limited Edition ZL). Last season, as you may remember, brought us the release of the Limited Edition 48″ Long Tom Raw (the first RAW driver).

So when you consider COBRA’s history (particularly the more recent, post-acquisition history), the growing popularity of Rickie Fowler, the strong association Cobra has developed with the color orange, not to mention the Trademark Cobra filed back in May for orange on the crown of a driver, you’d honestly have to be the wrong side of simple (no offense) not to have seen this bright orange Cobra driver coming.

Special Edition AMP Driver…The Juicy (Orange) Details

Before I fall too much in love with the sound of my own keystrokes, let’s take a quick look at the pertinent details of the upcoming Special Edition Orange AMP.

  • It’s orange. The Head, The Shaft, The Grip…Save the black PVD sole, EVERYTHING is orange
  • It features the same head as the original AMP (except for the orange thing)
  • It comes stock with a Mitusbishi Diamana Whiteboard shaft (the same shaft Rickie plays…except this one is orange). Let’s call it the Orangeboard.
  • It will be available in 9.5° and 10.5° degree models in stiff and regular flex (slightly odd since Rickie actually plays an 8.5° in X-flex…supply and demand is a bitch)
  • It will be available August 1st, and is going to cost you $499

If you find any of this even the slightest bit puzzling, here’s what COBRA has to say about the whys behind the release of an orange driver.

“This Special Edition driver embodies what COBRA Golf is bringing to the game of golf, a desirable package of performance, innovation and style. We are building on the success and strong performance of our current AMP line with an exciting limited edition that will resonate with Rickie’s fans. Like Rickie, we believe the Special Edition Orange AMP Driver will be a huge hit and continue to build desirability for the COBRA brand.” – Bob Philion, President – COBRA PUMA GOLF

How Well Will it Sell?

For the one or two of you who might still be a little confused, let me see if I can’t break this down to the raw pulp, and put it terms you can understand:

While not quite mid-90s Michael Jordan, Rickie is huge right now (and only getting bigger). The “Orange thing” is catching on. It might not be for everyone, but you can be damn sure it resonates with more golfers than not. And these new orange drivers..hold on…you’re going to want to write this down so you don’t forget I said it…

“COBRA-PUMA’s Special Edition Orange AMP drivers are going to sell out faster than front row tickets to a cat fight between Kate Upton and Sophia Vergara”. – GolfSpy T

How do I know people are actually going to pay $500 for an Orange driver? Firstly, people (more specifically golfers) will buy ANYTHING (especially if it’s “Limited”). Secondly, there is a huge market for all things Rickie right now (how else would you explain golfers suddenly descending on their favorite courses dressed like bags of Cheetos?). Finally, there’s some proven history with these type of special releases. Limited Edition ZL…gone. Limited Edition Long Tom Raw…sold out. PING’s Bubba Watson inspired pink G20…sold out before it hit shelves. My guess, the Orange AMP does the same.

Before any of you start moaning and groaning about the price, you need to consider that a standard (non-orange) Cobra AMP driver with a real Diamana Orangeboard Whiteboard shaft retails for $487, $500 for the Special Edition Orange (with a real Whiteboard Orangeboard shaft), seems plenty reasonable to me.

The Party is Still Going at COBRA-PUMA

If there’s one thing I’ve learned from my first 2 trips to the annual PGA Merchandise show it’s that there’s always a party at COBRA-PUMA. Since escaping Titleist’s shadow, the company has quickly established a culture that seamlessly blends serious golf equipment with a laid back, and genuinely fun approach to the industry. It’s actually kinda awesome.

I’m not going to sit here and tell you that I’m going to go full Fowler and dress head to toe in Sunday orange while bagging the new Special Edition AMP Driver, but I might….and even if I don’t, I’m absolutely going to celebrate those who do.

We all talk about growing the game. For that happens, it needs to be fun, and more than anybody else in the industry, COBRA-PUMA would seem to understand that. Even if you don’t like the Orange, you’ve gotta love the spirit of fun that inspired it.

Tell Us What You Think

Would you play the new Orange AMP? What do you think about the new culture at COBRA-PUMA? Let us know!

{ 33 comments… read them below or add one }

Jeff Williams June 28, 2012 at 7:34 am

Wife wants to know why no Ladies Orange Driver offered?


GolfSpy T June 28, 2012 at 8:22 am

Jeff – it no doubt boils down to simple supply and demand. There’s likely not enough of a women’s market to justify building a sub-set of the SEs to the necessary specs (of course, a quick shaft change and you nearly have a woman’s club anyway).

Basically, I suspect it’s exactly the same reason why the SE is only available right-handed, in the two most popular lofts, and the two most popular flexes. It’s cost prohibitive to try and account for everyone.


Golfspy Dave June 28, 2012 at 7:41 am

I want this one more than the Ferrari one by a ton.
Again though, I do love me some orange gear…
Would swap out the grip for an orange Pure Grip though…


Golfspy Dave June 29, 2012 at 1:21 pm

I would also be willing to play some rounds “Full Ricky” with this driver if Cobra and Puma want to hook me up. :)


Frank June 28, 2012 at 7:49 am

Okay offically gone too far but great marketing by cobra (TM????)


Nick June 28, 2012 at 8:32 am

Why no 8.5 extra stiff?? Limitless beer come in extra stiff when are companies gonna learn


KFlare June 28, 2012 at 9:26 am

Cool! l like that us golfers are getting more options to build a “fun” set. It is a game after all!

I would also add this to the list of innovations PING opened for the rest of the industry: a totally stylized special edition club inspired by the abundant personality of a tour pro…plus PING used their SE to donate to a great cause!


nick June 28, 2012 at 9:34 am

I dont know where the limitless beer came from, it was the predictive text.


Golfer Burnz June 28, 2012 at 9:37 am

Great! Now I can wear my blaze orange hunting gear to the golf course, and my driver will match. I’ll be safe during deer season. I’ll give kudos to Puma for doing something eye catching.


Dude June 28, 2012 at 9:42 am

It’s a very ugly driver.


Wannabegolfer67 June 28, 2012 at 9:51 am

I am a fan of Ricky Fowler and I don’t mind the whole “orange-out” thing but I guess I am just a little to old school to want to try it myself. I have 2 teenage daughters who are fans of Ricky’s for reasons that don’t have anything to do with golf and I can assure you they would call me out as one of those “old guys trying to look young”
I do think Cobra is playing to their strengths and will probably sellout of these drivers quickly just as stated in the article.


Dan June 28, 2012 at 10:25 am

As someone who games the regular amp I don’t mind this driver, but I wouldn’t play the orange head. The orangeboard shaft mind you, I want! The crappy stock RIP that came in my AMP was brutally soft and I use a ad-di 7s which, with the orange graphics makes the club look really cool. I’ve always been a big whiteboard fan so I may have to get a hold of one of these shafts.


brady Lybbert June 29, 2012 at 12:55 am

if you want a orange shaft and similar profile to the orange diamana whiteboard check out the graphite design throttle, its a killer shaft I have it in my zl, it would look even better in the amp


bortwein June 28, 2012 at 11:40 am

I kind of like it.


Ray June 28, 2012 at 11:43 am

These will Sell out no doubt. As for the Cobra culture, I like it. It is about time some of the manufacurers loosened up there ties and did someting fun. When I was young I loved golf and I went to the driving range on countless days practicing but did not play for years because I feared the culture.

I for one will not buy it because I am not an equipment ho. I have one driver that suits me well. When it wears out I will buy a new driver but I will be fitted for something that works for me, Not something that looks awesome. Can someone tell me how to gauge when a driver has outlasted its usefullness? I guess when a company comes out with a driver that gets me intruiged enough to go and test mine side by side with it and I find out I hit it 20 yards longer. hasn’t happened yet though.


Brian June 28, 2012 at 11:45 am

I’ll take an orange driver, a yellow ball, a neon yellow shirt and a clown hat.



Drew June 28, 2012 at 11:54 am

I like it! Way to mix things up, Cobra!


RT June 28, 2012 at 12:15 pm

I like the idea in color change ,not at 500 bucks! Remember we are still in a recession!!!


John Barry June 28, 2012 at 1:33 pm

Orange is the New White!!!


RON June 28, 2012 at 3:08 pm

Whats next a blue headed driver R13, thats what I heard.


aces June 28, 2012 at 3:29 pm

ya this is sick, but my schools colors are red and the rival schools are orange, so im not buying it. What are the chances that cobra will release the amp in other colors?


GolfSpy T June 29, 2012 at 8:54 am

It’s doubtful you’ll see anything other than Orange. Cobra-PUMA has established a bit of a brand identity with the color, and offering multiple colors, in multiple lofts and flexes is a logistical nightmare, and cost prohibitive when you’re talking about limited edition models.


GolfSpy T November 1, 2012 at 12:41 pm

And look how wrong I was…


Chris June 28, 2012 at 7:04 pm

I’ve been in the business over 30 years and just entered into a new venture in a shop that has a much younger clientele and it’s a blast. We sell a ton of Puma clothing as well as the bright FP Adidas shirts and shorts. It also amazes me how many pair of Oakley sunglasses we sell at $100-$250 a pop. It’s like I’m learning all over again and I love it! I think your right on when you talk about growing the game. We have to appeal to the younger crowd and Cobra/Puma totally embodies that new way of thinking. And that’s really what it is, a new way of thinking.


Joe June 29, 2012 at 10:49 am

Meeting with some of the higher-ups at Puma at the PGA Show it is obvious that they are cultivating this young, hip culture. The Ferrari stuff may be a little bit over the top, but this driver with the orange Diamana is very cool. Apparently they are initially only releasing 500 of these and I would anticipate them selling out quickly from pro-shops similar to their initial white ZL launch.


aces June 29, 2012 at 3:46 pm

Any chance of cobra letting buyers choose the color of the amp irons in the future?


T.Green June 29, 2012 at 8:51 pm

id rather look down at orange than white, blinding somewhat less


Chris June 30, 2012 at 2:19 pm

As long as it’s owners don’t try and grow a ‘training’ moustache like Rickie Fowler (if the wind blows at The Open this year he’ll come back clean-shaven) it will be okay. Maybe they can sell some fake-tan in the same colour to complete the RF look?


Jp Cathalifaud July 1, 2012 at 1:14 pm

Well I prefer the orange to the stock silver head color and Cobra’s elliptical E9 sweetspot matches the wear pattern on my current driver and my misses so I may consider this. I would rather have more aftermarket shaft choices…


RON July 4, 2012 at 8:15 am

this whole color clubs is getting to be an ugly looking joke, people will do anything fr money.


Gil July 10, 2012 at 6:56 am

If you like having the retinas burned out of your eyes, I guess this is the color of choice. This color stuff is getting ridiculous. I can’t wait to see what the Ian Poulter driver will look like.


James July 25, 2012 at 12:58 pm

Good God i want this more than sex…


Morne September 23, 2012 at 12:18 am

I bought one yesterday,Im from South Africa so theres not a lot of these drivers out here yet.It is the coolest thing out there at the moment and it flies a mile and very straight!!!I love this driver,great shaft great driver!!!!!


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