Adams Golf researched golfers with handicaps over 15 and found that the majority of them make contract with their irons nearly half an inch toward the toe, not on the sweet spot.
So they had an idea, a New Idea: create an set of irons that specifically are designed to enhance forgiveness and face speed where these golfers need it the most. Their new idea turned into their New Idea irons.
The New Idea Hybrid Irons features three different head designs. The 3, 4 and 5 irons are replaced by Adams New Idea Hybrids, the 6 and 7 irons called "HybIrons" and the 8 to PW are more traditional cavity back irons. Each of the three designs has been carefully designed and engineered to provide forgiveness, speed and control where it is needed most.
The New Idea hybrids feature Adam's Cut-Thru sole slots, located behind the face. The slots, visible on both the crown and the sole, generate increased ball speeds by allowing the face to flex at impact.
The upside-down shape of the New Idea hybrids puts more area behind where golfers tend to strike the ball, lower on the face. Moving mass and weight lower on the club creates a lower centre of gravity that helps the New Idea hybrids launch higher and spin less which should result in more distance.
Adams Golf's Justin Hornea says the new hybrids are Adam's "easiest to hit hybrids ever, period."
Whilst many progressive sets on the market transition from hybrids to irons, Adams felt they needed another type of iron design to bridge the gap between hybrids and short irons. So they created the 7 and 8 HybIron.
This oversized irons feature Adam's new wraparound slot technology. The slot starts in the heel and wraps around 270 degrees to the topline of the club. This added length further increases flex and ball speeds, no matter where a player strikes it on the face.
Adams claim the wraparound slot expands the sweet spot by 44% compared to their Idea a12OS clubs.
"There’s tremendous emphasis put into transitional hybrid irons, particularly with the addition of the toe slot," added Honea. "The wraparound slots allow us to seamlessly replicate the hot faces of our industry-leading hybrids."
Finally, when you get closer to the green, you perhaps don't require as much distance and more control. For that reason, Adams have made the New Idea scoring clubs in a more traditional, cavity back design. From 8-iron to SW, the New Idea irons feature a deep undercut cavity design. However, for those off-centre strikes, they still feature Adams' wraparound slot.
The Adams New Idea Hybrid Irons will be in shops from November, and will start with an RRP of £599 in graphite shafts and £449 in steel shafts.
There is also the option of a complete set of New Idea clubs for women and seniors. The senior complete set features a 460cc titanium driver, 3 and 5 woods, New Idea Hybrid Irons and a Yes! Mallet putter. The 12-piece women's complete set will feature a 12.5-degree titanium driver, 3, 5 and 7 woods, New Idea Hybrid Irons (5-SW) and a Yes! Mallet putter. Both complete sets will have an RRP of £849.