TaylorMade is about to introduce a line of drivers, fairway woods, hybrids and irons called RocketBallz. These clubs will not be available at retail until Feb.3, but retailers expect word of mouth to create interest before that date.The creation of RocketBallz will give TaylorMade three distinct lines of clubs – R11 (which becomes R11S for 2012), RocketBallz and Burner. For the upcoming year, Burner will be positioned as TaylorMade’s value line ($199 driver), and RocketBallz will share centerstage with R11S.All three lines will have white heads, as TaylorMade seeks to reinforce the identity it established in 2011 by switching from black heads to white heads in drivers, fairway woods and hybrids.However, the new clubs won’t actually have the name RocketBallz on them. In order to fit on all the clubheads, regardless of size, the name will be shortened to RBZ.

How important is RocketBallz to TaylorMade? Important enough that TaylorMade touring pros are expected to split equipment usage between R11S and RocketBallz. For example, Camilo Villegas, TaylorMade’s poster boy for Burner in 2011, will carry a RocketBallz bag and become one of the prominent faces behind the line. If the name RocketBallz creates mental images of rocket-like tee shots, that’s exactly what TaylorMade had in mind. Sean Toulon, TaylorMade's executive vice president, admitted there was a certain risk in choosing such a contemporary, slang-like name, but he said TaylorMade was encouraged by major retailers who saw the clubs during the final stages of the development cycle.“Golfers want performance,” said Pete Line, general manager of Carl's Golfland in Bloomfield Hills, Mich. “They will pay for performance. I’m not sure the name has that much to do with it.I remember a little company that came out with a product with a very weird name – Big Bertha. I think Callaway proved that the name is secondary to performance.”

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