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		Softspikes® Golf Cleats: A Revolution in Golf by Robert Arner Softspikes®, Inc., is the golf marketing success story of the 1990s." Golf World Magazine, 1996 annual issue A few years ago, Arnold Palmer commented, "I will not use Softspikes® until hell freezes over." His comment illustrates the golf industry's reluctance to change. Unlikely as it seemed, it's happened. No, hell hasn't frozen over: the golf industry has changed -- dramatically, no less -- by the revolutionary Softspikes® brand plastic golf cleats. In keeping with the unexpected, Mr. Palmer has been wearing Softspikes® since the Vantage Championship in August 1996. Today Softspikes® is the generic term associated with metal spike alternatives that have changed the face of golf footwear. Between Walter Hagen's invention of "hob-nailed shoes" 83 years ago, and the introduction of Softspikes® golf cleats in 1992, golfing footwear remained relatively unchanged. An innovative first of its kind, Softspikes® golf cleats, made first of 100% polyurethane. alternative to traditional metal spikes. The positive impact of using them is far reaching. Golf World Magazine, in its 1996 annual issue, wrote "Softspikes, Inc., is the golf marketing success story of the 1990s." So successful, in fact, that Softspikes® already owns approximately 70 percent of the replaceable golf cleat market. Why has Softspikes® so quickly captured the majority of the golf cleat market? To begin with, because of the comfort they afford golfers. Podiatrists are now prescribing Softspikes® cleats to their golf-playing patients who suffer from various foot, knee or back problems. Softspikes® cleats are better for more than the golf player's body. They are good for the environment, as they prevent soil damage and protect turf, thus lessening the need for increased fertilizer and pesticides. With plastic cleats, golf course superintendents are realizing a cost savings in that less money is spent on maintaining lush greens that are constantly being torn up and worn down by metal spikes. Additionally, unlike their metal counterparts, Softspikes® cleats that get left behind on fairways and roughs will not cause damage to mower blades. Contrary to popular belief metal spikes do not aerate the soil, but instead damage the grass. A 1983 U.S. Golf Association (USGA) study concluded, "The conventional golf shoe spike not only causes severe damage to the grass plant, but the rounded shoulder of the spike also causes significant soil compaction and delayed grass recovery for weeks beyond that of other shoes." The same USGA study revealed that for each 18 holes a golfer plays, he/she creates more than 12,000 spike marks (or impressions). On average, a golf course is subjected to 2.4 million impressions every day. It has been estimated by the USGA that the cost of repairing metal-spike damage has exceeded 40 million dollars. Simply put, Softspikes® cleats do not penetrate the surface, thus eliminating unsightly spike marks and preventing damage to the golf facility. Elimination of metal spikes results in considerably less wear and tear on clubhouse carpeting, tile floors, walkways, wooden steps, bridges, golf carts and driving range mats. Numerous campaigns and incentive programs to educate golfers on the benefits of plastic cleats have sprung up throughout the United States. Clearly, after more than 80 years of use, the rapid decline in metal spikes is a testament to the effectiveness of plastic ones. The esteemed United States Golf Association now stipulates that a player attempting to qualify for a USGA Championship must wear non-metal cleats if required by the host facility. The 1997 PGA Championship was won by a player wearing Softspikes® plastic cleats, as was the 1997 United States Amateur Championship. Overall, in three major American Tours -- PGA, LPGA, Senior PGA and -- 60 percent of the competitors wore Softspikes® Extra Performance cleats. Six LPGA, eight PGA, and 17 Senior PGA Tour events were won by players wearing Softspikes® cleats. More than 30 events in 1997 were won by players wearing Softspikes. Dozens of major championship sites, mini-tours, state golf associations, city parks departments, and the NCAA (all three 1997 men's championships) also use non-metal cleats. Softspikes® cleats are the lightest weight golf cleats on the market and they fit all golf shoes with receptacles. Upwards of 70 percent of players each week on the Senior PGA Tour are wearing Softspikes® Extra Performance cleats. That list includes all of the legendary names who regularly compete on the Senior Tour. Since July 1996, there have been 25 tournaments won on the Senior PGA Tour by players wearing Softspikes® brand cleats. When he captured the MasterCard Colonial In May 1997, David Frost became the first player to win an official PGA Tour event wearing Softspikes® cleats. Next the Buick Open was won by an individual wearing Softspikes® . Not only was the PGA Championship winner was wearing Softspikes® cleats but so were 35 other players wearing the XP Extra Performance Cleats. The list of more than 5,000 golf courses that have banned the use of metal spikes continues to expand. Of the courses listed in Golf Digest's "America's 100 Greatest Golf Courses 1997-98," 70 have banned the use of metal spikes on golf courses, including Congressional Country Club (site of the 1997 U.S. Open) and Winged Foot Golf Club (home of the 1997 PGA Championship). Highly revered courses, such as Doral, Grand Cypress, The Boulders, The Broadmoor, Black Wolf Run, Boyne Mountain, Southern Pines, Grand Traverse and Marriot Seaview have also banned metal spikes. Softspikes® has formed a strategic alliance with both Foot-Joy -- the leading worldwide manufacturer and marketer of golf shoes -- and MacNeill Engineering Worldwide, the world's largest exclusive manufacturer of sport shoe hardware. Softspikes®, Inc., will provide its XP Extra Performance Cleats for Foot-Joy golf shoes as an alternative to traditional metal spikes. And Softspikes® will market its brands as well as MacNeill 's CHAMP Tred-Lite brand of golfs cleat. MacNeill Engineering Worldwide is responsible for the manufacturing both Softspikes® and its own cleats. These combined alliances continues to position Softspikes® cleats as the leader in alternative golf cleats. Softspikes® cleats are the lightest weight golf cleats on the market and they fit all golf shoes with receptacles. Preserving golf greens and improving physical comfort are two reasons why Softspikes® cleats are quickly becoming the preferred cleat on golf courses and transforming traditional golf footwear. Who would have guessed six years ago when only a small percentage of golfers did not use metal spikes that roughly eight million American golfers (one third of all golfers) now prefer softer golf cleats over metal spikes . A revolution is under foot! TOP