Golf Pride has announced the introduction of its proprietary Align technology into its flagship Tour Velvet grip.
First seen in the MCC and MCC Plus 4 grips last year Align features a dedicated raised ridge running along the back of the grip for consistent hand placement, giving golfers increased clubface awareness throughout the swing and at impact.
Golf Pride's Tour Velvet is the #1 grip played on Tour's globally, with nearly 50% of the field in any given event putting it into play, thanks to its proven feel and "plus-sign" texture.
Golf Pride knew that it would be key to maintain these attributes when adding Align technology to the grips and their engineers were able to do this thanks to advancements in both material and process developments.
Jonathan Neal, global head of golf marketing for Golf Pride Grips, explains:
Last year, we had a countless number of players request that we make Align Technology available in other models. While this sounds easy, bringing the product to market required state-of-the-art material development along with innovations in our manufacturing processes to ensure premium performance and quality.
Our R&D team worked rigorously in the lab to ensure that a player would keep the same feel and texture they have come to love in the Tour Velvet with the added benefit that Align Technology delivers. With the addition of Tour Velvet Align to this incredibly innovative family, we’ve ensured that Align Technology is offered in a diverse range of feel and performance options.
As well as the dedicated raised ridge on the back of the grip, Align technology also features a unique micro-diamond texture and firmer material compared tot he surrounding grip area to amplify its pronounced feel. A flex channel separates the ridge from the grip body to maximise elevation lift and lock the grip into the fingers, while still conforming to the rules of golf.