Did you know the phrase “jumped the shark” came from the time an auto mechanic from Wisconsin named Arthur Fonzarelli literally jumped a shark?
Yeah, that came from “Happy Days.” Fonzie, for some inexplicable reason, strapped on some water skis and, to prove his manhood, jumped over a pool of man-eating sharks.
The sad part? “Happy Days” was never the same again.
I’m not 100 percent sure this new collab between L.A.B. Golf, the pioneer of lie angle balanced, zero-torque putters, and Uncrustables, the pioneer of packaged PB&J sammiches sans crust, qualifies as a shark-jumping moment.
Then again, I’m not so sure it doesn’t, either.
The real question, however, is whether we, L.A.B. Golf or Uncrustables will ever be the same again.
What in the name of J.M. Smuckers is going on here?
In case you didn’t know, J.M. Smuckers is both the parent company of and the jelly in Uncrustables. And as we all know, with a name like Smucker’s, it has to be good.
But a collab with L.A.B. Golf? For this to work, it has to be more than just good.
It has to be rare and collectible.
This limited-edition collab features three L.A.B. putters (VSN.1i, DF3i, OZ.1i) decked out in cartoon Uncrustables. Credit where credit is due: they are colorful, eye-catching and unique.
They’re also $2,000 each.
That’ll get you the custom purple and blue finish, a custom TPT shaft, a custom purple and blue grip and a special Uncrustables-themed headcover with matching divot tool and ball marker. It all comes in a box designed to look like an Uncrustables package.
They also throw in a coupon for a 15-pack of real Uncrustables.
No word on whether each item will be individually wrapped.
“We wanted to create something that speaks directly to the culture of the modern golfer,” says L.A.B. Golf Chief Marketing Officer Ryan Evert. “We’ve brought these two cult favorites together for a limited-edition drop that celebrates the perfect round, combining the most forgiving technology in golf with the most reliable snack in the game.”
But wait, there’s more!
Hey, if you’re gonna collab with Uncrustables, you gotta go all the way, amiright? This collection, which L.A.B. Golf is calling “A Match Made at the Turn,” also includes matching headcovers, apparel and other accessories.
It also has a slogan: Uncrustables cuts the crust. L.A.B. cuts the misses.
I didn’t say it was a good one.
In addition to the putters, the collection includes three headcovers selling for $100 each in Grape, Strawberry or Snack Rat, which is the color of peanut butter. There’s also a $40 Uncrustables towel, a $95 hoodie, a $55 hat and a $45 T-shirt.
The divot tool and ball marker pack runs $40.
Are they serious? They can’t be serious
They are serious and, for what it’s worth, people are buying. The VZN.1i putter is already sold out as are the Grape and Strawberry headcovers and the Uncrustables towel.
That’s the thing about limited-edition offerings. This one is, for lack of a better term, out there. But it clearly has an audience, and it is, again for lack of a better term, fun. Golf is a game, after all, and games are supposed to be fun. This particular collab may not be your particular glass of milk but it checks all the necessary boxes for a successful limited-edition drop. It’s unique, well-executed and specifically targeted. If this one isn’t for you, L.A.B. Golf will no doubt have another one coming that just might be.
It’s a limited-edition playbook Bettinardi and others have followed for years. They keep going back to it for a very good reason: it works. They make ‘em, people pay big bucks for ‘em. Then it’s wash, rinse and repeat.
It was just about one year ago that L.A.B. Golf founder Sam Hahn sold controlling interest in the company to the private equity firm L Catterton. Since then, we have seen some aggressive marketing initiatives from L.A.B., as well as several new products. This collab shows the new ownership isn’t afraid to think outside the carton.
While we joke about jumping the shark, limited-edition collabs are a part of the golf culture. So they’re asking $2,000 for the putter. So what? If you don’t like the price, don’t buy the product. That’s the beauty of being a consumer.
That said, there is no doubt in my mind L.A.B. will sell its entire Uncrustable stock before the week is out, leaving the Uncrustable-loving golf community pining for more.
That is until the next limited-edition collab stunner comes out.
Now, if you’ll excuse me, I’m going to dig out my leather jacket and find some water skis.
If you want to check out the “Match Made at the Turn” collection, visit the L.A.B. Golf website.
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