For decades, beginning in the 1950s, Etonic was the Avis of golf shoes to FootJoy’s Hertz. Both were based in Massachusetts, both sprung from that area’s strong heritage in shoe making, and both transitioned from street shoes to become golf shoe specialists. Together they dominated the market.
But their respective paths took decidedly different directions back in the 80s and 90s. FootJoy continued to prosper and build its lead under the Acushnet and Fortune Brands corporate umbrellas. Etonic, on the other hand, passed through a number of owners before it was acquired in 2004 by a small group of sports shoe experts even as its last corporate owner, Spalding Sports Worldwide, sunk into bankruptcy.
I had a chance recently to hear from Karen Pitts, vice president of global marketing for Etonic, and learned that since the acquisition, the brand has been revitalized and is building on its strong reputation to regain its place in the market with some uniquely positioned golf shoes. It’s a pretty cool looking lineup.
Re-establishing the Etonic brand in a market dominated by FootJoy and global behemoths like Nike and addidas is no easy proposition. But Karen noted that the Etonic name has continued strong recognition both here and overseas. While they continue to offer running and walking shoes and have entered the bowling shoe market, golf shoes remain their core business.
As part of their re-commitment to the brand, Etonic has signed James Driscoll, a Boston native and PGA Tour player, to a footwear and glove contract.
New for 2006 are three men’s shoes that incorporate Etonic’s newly re-licensed Gore-Tex technology. Etonic is one of only two golf shoe manufacturers now offering Gore-Tex linings and Karen says it’s no small commitment. Gore-Tex personnel are required to be permanently on site to insure that manufacturing and quality control conform to their own high standards.
Two of the new models are aimed at better players who require a firmer platform while the other is an innovative take on a comfortable “spikeless” shoe that can be worn on and off the course. Here’s a look at all three:
Difference 3Z
This shoe heads their lineup and is touted as “the complete players shoe.” The “3Z” in the name stands for three zones of performance.
The first zone is the outsole that has been designed to enhance lateral stability while flex grooves add to comfort. Each shoe has nine Fast Twist spikes.
The Difference 3Z, Etonic’s top-line shoe
The second zone is the upper that combines Gore-Tex waterproof, breathable fabric with soft waterproof leather. This combination provides a very soft, breathable upper that’s guaranteed waterproof for two years.
The third zone is inside the shoe which has been engineered to mold the footbed, insole, and midsole to each last for a more stable fit. The dual density insole is firmer in the heel for stability but flexible in the forefoot for walking comfort. The pre-molded polyurethane sockliner absorbs shock and is removable. And that’s very handy if you have to deal with orthotics.
The Difference 3Z comes in five different color combinations: White, two blacks, a black and white, and a brown, black and white saddle. No less a fashionista than Marty Hackel (Golf Digest and Golf Channel fashion consultant who, by the way, can play) was spotted at the press gathering and outing sporting the white number shown here (along with a hot pink shirt, white pants and bright lime green sweather… but that’s another story). Suggested retail for this model is $179, although the street price is more like $140.
ST-GT
Etonic came out with its “stabilizer” technology a number of year ago and the ST-GT builds on that concept with a platform that features a flared heel, a wider sole and pyramid-shaped turf grips. Like the 3Z, it also has Fast Twist spikes. As in the past, the soles on these shoes are asymmetrical with the flared heel design. And that’s great for righties, but maybe not so beneficial for lefties.
The Etonic ST-GT, another cool split vamp style also available in a saddle
Full grain leather uppers combine with the Gore-Tex moisture wicking lining for a waterproof shoe backed by a two-year warranty.
Inside the shoe is a new “Ergo-Fit System” that, like the 3Z, builds the last to resemble the foot and combines a firmer heel with a more flexible forefoot.
There are two styles of the ST-GT: A more traditional-looking saddle and a split vamp with saddle stripes. Suggested retail is $139 but, again, a street price is more like $110.
G>SOK-GT
Introduced last year as the first non-cleated performance golf shoe, the G>SOK earned Etonic much success. It’s an interesting concept in that for those of us lazy enough, it means we don’t have to change shoes once we get to the course or walk into the clubhouse.
The Etonic G>SOK-GT, a major convenience with some style.
Unlike the old “spikeless” teaching shoes of the past, the G>SOK GT has a much more aggressive sole with extended flex zones, longer stability bars and additional tri-directional pyramid turf grips. For 2006, the style has been modified to mirror a more traditional look and, of course, Gore-Tex has been added for waterproof protection and breathability. It too is backed by a two-year waterproof guarantee.
The shoe comes in one pattern in three different color combinations: White and brown, white and black, and all black. The G>SOK-GT only begins shipping this month so it may yet be hard to find. Suggested retail price is $125.
While this week’s Bag Drop is about shoes, it should be noted that Etonic has also introduced a premium golf glove called the G>SOK Glove. It blends Lycra with Cabretta leather to make for a very comfortable, good-fitting glove. I’ve tried it and it’s similar to the FootJoy Sci-Flex, but a lot less horsey-looking.
In the End…
Golf shoes are a funny thing. Some players don’t care what they wear as long as it doesn’t hurt. Others can’t get enough of them. I’m of the latter group with nine or ten pairs lying around that I rotate depending on mood and conditions. In my opinion, the new Etonic line is very good looking and bears consideration as yet another addition to the wardrobe.
Golfsmith.com carries the full line.