The most humiliating thing in all of golf is the “whiff”—when a mighty swing misses the ball entirely, producing a whistling hiss of air-whipped embarrassment. Bursts of laughter from nearby golfers almost inevitably follows.

Today, Dallas-based Topgolf said it’s ending the dreaded whiff with its own innovation: The Sure Thing. Designed for novice players, it’s a “non-conforming” driver that’s not for sale and can only be used at Topgolf locations across the U.S. 

Oh, that wild marketing claim? It’s that you’ll actually be able to hit the ball without whiffing, thanks to special features designed in collaboration with Callaway engineers.

The Sure Thing’s clubface is so big, surely you can hit that tiny white ball. [Photo: Topgolf]

Four key ingredients of The Sure Thing

One, Unlike typical drivers with long shafts for more swing speed, the Sure Thing is a stunted thing with a shorter shaft, making swings less easy to screw up.

Two, the titanium clubface—the part that hits the ball—gets the reverse treatment by being voluminously large. The idea: If it’s bigger, maybe it’ll be harder for people to miss the little white ball. (This innovation isn’t quite as innovative, as anyone who’s strolled through a golf shop will know—driver clubheads can be almost as big as canned hams these days.)

Three, the club’s 20-degree loft, or upward clubface angle, means that if you actually hit the ball, your shot is more likely to fly up into the air than thunk embarrassingly downward.

Fourth—and here’s the genius marketing stunt part—is The Sure Thing’s alleged “chicken wing technology.”

In real golf life, a chicken wing is when a golfer’s elbow bends and flings out akimbo during the backswing. This is not a good idea, because after the backswing, a downswing must follow. And since you have no idea where the heck your elbow is, you’ll have no idea where the ball is going to go. If you don’t whiff it entirely, that is.

And no, there’s not really a chicken wing hidden inside The Sure Thing. 

Giving new players a reliable strike—and a little more fun

“At Topgolf, we exist to bring joy through more ways to play the game of golf, and The Sure Thing is one way we’re delivering on that purpose,” Topgolf CEO Artie Starrs said in a statment. “We want everyone to experience the thrill of hitting the ball solidly and into the air, and designing a club with new players in mind is our way of helping to make that happen. New players are going to love it and experienced players will too.”

In honor of the launch, Topgolf said it’s offering players one free order of boneless chicken wings per bay on August 5 when they try out The Sure Thing during their gameplay, while supplies last.

“The world needs more play in it, and that’s all we’re trying to do at Topgolf—offer a chance for our players to cut loose and have fun, and now they can do it with a club that helps make the game more enjoyable no matter your skill level,” Topgolf Chief Brand Officer Geoff Cottrill said.

The whiffers of the world are surely rejoicing—as Dallas once again proves why it’s a golf Mecca.

Get on the list.
Dallas Innovates, every day.

Sign up to keep your eye on what’s new and next in Dallas-Fort Worth, every day.