Brand History #5

Dunlop started manufacturing its first domestically produced golf balls in 1930.

The wound ball Dunlop 65, released in 1935 by Dunlop U.K., became a huge hit. This ball was later sold in Japan.

The DP series made its debut. DP-201 is the first model of the series.

It is reportedly a copied model of the bestselling ball TN-87, used by Tsuneyuki Nakajima, who had great success in the Majors at that time. This model became successful because it really looked like TN-87, but was less expensive.

Dunlop signed an exclusive sales agreement in Japan with Callaway, a U.S. golf equipment manufacturer.

Callaway was expanding its market share in the States at that time with its major product S2H2 irons. However, this deal failed to increase sales and expand the share in Japan, reportedly resulting in a deficit for the first three years.

Dunlop launched its first metal wood. This model features a pencil neck (iron-like neck) and a reduced face progression. It produces draw shots with a low trajectory (launch angle). It also makes it easier to hit the ball with an ascending blow, and it reduces backspin.

It has a short face length, perfect-circle head with long face sides, larger sole surface, and low CG. These features allow users to hit the ball above the sweet spot, delivering a run distance with a low spin rate.

Dunlop launched the Maxfli series with seven iron models and two wood models. It was rare at that time for a single golf equipment company to release so many wood and iron models in one year.

Since the introduction of the Maxfli series, many top pros have chosen Dunlop, increasing brand awareness in the market.

This is the only Dunlop model engraved with a golfer's name. This model was supervised and used by Isao Aoki in his prime, and its sole was called the "Aoki sole" due to its unique surface shape.

The short irons feature a strong loft, which was rare at that time. The PW has 45° to go as far as the recent model.

This is Dunlop's first titanium driver. It features a 220-cc head, slightly larger than the metal driver DP-914, for a wider sweet spot.

Tour Black V96, which was a light golf club at that time, is suited for swinger players. Its 45-inch shaft (with a total weight of 330g) ensures increased head speeds. The hybrid series made its debut.

The Multi-Flow design is adopted so that players can hit with any number club as if it were a 7 iron. The concept is "the iron series that makes it easy for average golfers to hit the ball far."

The titanium face also helps improve driving performance.

The agreement for exclusive sales of the Callaway brand in Japan made in 1988 was terminated in 1999.

Since Callaway products reportedly accounted for more than 60% of the company's sales at that time, Dunlop was committed, with its back against the wall, to launching a new brand.

After the termination of the agreement with Callaway, Dunlop made an all-out effort to launch the XXIO series as a new major product. This model made a buzz with the then cutting-edge technologies Auto-Turn design and AX-Sole, and its pleasing sound at impact and driving performance attracted many golfers.

This series instantly became one of the major Dunlop products.

XXIO Prime was added to the lineup of the surprise hit XXIO series as a golf club for senior players.

This model is made so light that the total weight is only 280g (R). It also comes with a 46-inch shaft and a high-repulsion head. It is designed for golfers with low-to-medium head speeds for greater driving performance.

The head of the popular XXIO series was replaced with a sharp compact head. This model adopts the New Claw Under Cut, a reputable feature installed on the second XXIO series.

A deeper, lower CG and an optimal CG set for each club number significantly increase shot accuracy individually for all the club numbers. This model became well known because it was used by Shingo Katayama in his prime.

Srixon was launched overseas as a golf ball brand in 1996 and expanded its business to Japan in 1999.

With the introduction of the 201 series in 2002, Dunlop started promoting the Srixon brand as a global strategic model. With the heritage of the Maxfli brand even for woods and irons, Srixon became famous even in Japan for its product names targeted at overseas markets and its technologies.

The XXIO series introduced soft iron forged irons responding to the high demand of golfers.

It features a feel, a sound at impact, and a level of forgiveness that Japanese players seek. This model contains all of these elements.

Srixon, which had specialized in equipment for professional and advanced players, released clubs for average golfers in the same year as the launch of the ZR-700 series.

This is not one of Srixon's global strategic models, but it became successful because it features a professional model taste, hits the ball with ease, and has amazing directional stability, with the slogan "STRONG BUT EASY."

This model was used by Hideki Matsuyama when he was playing in Japan, including in his money-title year. Its popularity lasted for a while due to his long-term use.

This player-friendly model is easy to hold due to its small square head, and has a sweet spot 14% wider than its predecessor.

This model features the concept of generating an ascending blow like a female pro, even when hitting the ball as usual, to increase driving distance. To achieve this, it is designed with a deep CG and a high launch angle.

Super-TIX® PLUS for XXIO, a new high-strength and low-specific-gravity material, is used in the face for its lighter weight. The body is made of low-specific-gravity titanium, and the CG is placed at the back of the sole. The tip of the shaft is made softer to produce a high launch angle.

The thin portion of the face is also expanded for a wider repulsion area to reduce initial velocity loss. The shaft length is set longer to 46 inches, but this model does not look long due to its zebra-stripe pattern, and it increases head speeds.

The XXIO Prime series introduced its new model, the VP. This model is designed for senior players, with head speeds of around 30 m/s to easily hit the ball far, with a high trajectory that puts them on the offense.

This player-friendly club is easy to swing, featuring a driver with a loft of 16°, a total weight in the 260-g range (R), and a club length of 45.5 inches.

The synergy effect of a heavy head and a light shaft increases the initial velocity. This model introduces two technologies: Ball Speed Up Technology, which increases the initial ball velocity with a heavy head, and Head Speed Up Technology, which makes it easy to swing the club with a lighter shaft and grip and a CG placed toward the grip of the shaft to increase head speeds.

These are collectively called Dual Speed Technology, which ensures a drastic increase in driving performance. The body is made of light-specific-gravity T9S titanium. The face is made of Super-TIX® PLUS for XXIO.

Srixon launched three series: Series 5 for beginners, Series 7 for intermediate players, and Series 9 for advanced players. The concept of this classification was accepted by many golfers, resulting in market success.

The woods feature Dunlop's first adjustment function called the QTS System, which allows players to adjust the lie angle, face angle, and loft angle for an ideal trajectory.

This series was developed based on the theory that the smaller the swing moment of inertia (MOI) is, the faster the head speed is.

The grip and the shaft are made lighter by 10g and 1g, respectively, and the CG is moved toward the grip by 10 mm, allowing users to easily pause at the top of their swing. The irons with heads 1g heavier than their predecessors ensure increased ball speeds.

Like the driver, the irons were developed based on the swing MOI. This increases the head speed and the ball speed. A new tungsten nickel weight construction, which integrates the neck and the sole, produces high-launch and low-spin shots. This improves driving performance and directional stability.

This series introduced an advanced version of Dunlop's proprietary Dual Speed Technology, which maximizes head speeds and ball speeds for a greater distance.

The new version of Head Speed Up Technology, which allows the club to prevent the cock from being released to automatically change the head path for an accelerated head speed, enables a 2g-lighter shaft and the CG set 20 mm closer to the grip compared to its predecessor.

XXIO 9's driving performance is achieved by the following two technologies: Newly developed Wing Cup Face (patent pending) and Ball Speed Up Technology, which is leveraged by XXIO's heaviest head.

The Smart Impact Shaft is employed to increase the probability of hitting the ball solidly. This is achieved by generating large bending during the backswing to increase the head speed while restraining the load on the user's body by letting the club pass near the body.

The High-Energy Impact Head thoroughly analyzes the user's hit points and expands the core of the head, vertically and horizontally, to maximize the club's repulsive force.

This synergy effect of the shaft and the head is called True-Focus Impact, which allows players to hit the ball solidly for greater distance. The club is 45.75 inches long. It weighs 270g (R).

XXIO was re-branded with a new logo after the first launch 20 years ago. The product lineup was expanded to respond to a wide range of needs.

The XXIO 11 driver is aimed at old XXIO users, with a focus on the top of the swing. Dunlop's newly engineered Weight Plus technology achieves a stable and ideal "top power position" for driving, to produce higher speeds and more accurate impact.

The Flat Cup Face has a high initial velocity area near the center that is 72% larger than its predecessor's. This feature, as well as the new Star Frame Construction for the increased MOI, ensures stable and great driving performance. The club is 45.75 inches long and weighs 280g (R).

This new muscle-back model is a successor to the Srixon 9 series.

The new Tour V.T. Sole with a dedicated bounce design is employed to review the bounce flow for all the club numbers. A step is also added between the toe and the heel to improve swing smoothness at impact.

It is well known that the sponsored player Hideki Matsuyama used a prototype of this model to conquer the Augusta course in his first Masters win.

The long-driving XXIO irons were launched. Competitors launched long-driving irons at this time. Following this trend, Dunlop released Cross.

Its angle has a difference of up to six degrees from the same club number as the regular XXIO model. For example, the 7 iron has a 25° angle. With this iron set to go as far as the iron two numbers lower (5 iron), this model has the best driving performance of all the XXIO models.

The Rebound Frame hidden inside the driver consists of four layers, with high and low rigidity areas placed alternately, to generate the maximum speed.

ZX5 features forgiveness while ZX7 focuses on operability. It is famous that the sponsored player Hideki Matsuyama won his first Masters using ZX5.

The head consists of four titanium composite pieces with the body divided into two. The two grooves generate considerable bending to achieve greater repulsive force. The 0 iron was added to the lineup.

It features a 17° loft angle, shallow head, wide sole, and ultra-deep CG.

The driver's head, made possible by its full titanium construction, achieves remarkable ball speed through significant flexibility, thanks to the "Seamless" design, and further rounded and thicker edges known as the "Edgeless" feature.

The ZX5 Mk2 Driver, combining impressive distance and forgiveness.
The ZX5 Mk2 LS Driver: Achieving significant distance with low spin.
The ZX7 Mk2 Driver, offering both substantial distance and maneuverability.

The driver's head, made possible by its full titanium construction, achieves remarkable ball speed through significant flexibility, thanks to the "Seamless" design, and further rounded and thicker edges known as the "Edgeless" feature.

The ZX5 Mk2 Driver, combining impressive distance and forgiveness.
The ZX5 Mk2 LS Driver: Achieving significant distance with low spin.
The ZX7 Mk2 Driver, offering both substantial distance and maneuverability.

Stable Spin Performance and Forgiveness: By creating surplus weight through the toe-heel recess, and optimizing weight distribution from the sole to the back face's lower part, the center of gravity is set deep and low.
PUREFRAME: By utilizing the surplus weight generated through optimal center of gravity design, the structure is made thicker. With the ideal center of gravity design, vertical moment of inertia is high, and horizontal moment of inertia is slightly reduced, enhancing the club's ability to handle variations in ball trajectory due to lie angle and improving maneuverability.

Thickening the impact area for professionals and advanced players also ensures a solid feeling at impact. The model was even used by professional golfer Hideki Matsuyama in the 2023 Masters.