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Dawgs Golf: Introducing new Ultralite Golf Spirit shoes, which feature extremely light-weight construction, rubber outsole with soft spikes, and low heel impact and arch support.

Sundog Eyewear: Introduces new technology, Mela-Lens Polarized and Mela-Lens Photochromic, for 2010. “The Mela-Lens is one of the most important advancements in Sundog Eyewear lens technology in many years,” said John Whitney, director of product development. “Incorporating the Mela-Lens breakthrough technology into Polarized and Photochromic lens, and adding a smoke-colored Mela-Lens, is an equally important and major advancement.”

Quagmire: Debuting its Campus / Corporate collection, targeted at tournaments, corporate buyers and collegiate bookstores.

Adidas Golf: Introduces advanced THiNTech, a new low-profile footwear system that improves stability, balance and footwork. “In fact, it’s a better way to build golf shoes, focused on reducing platform thickness to improve overall product performance,” said Dave Ortley, senior director of global footwear for Adidas Golf.

Sunice: Outerwear brand names Arnie Cunningham as the company”s director of PGA Tour promotions.

Tifosi Optics: Maker of golf-specific sunglasses will give free product and extra discounts for orders written at the PGA Merchandise Show.

Antigua: Announces its 2010 tour staff, which includes PGA Tour players Notah Begay III, Craig Bowden, Billy Mayfair, Kevin Streelman and Jerod Turner; LPGA players Brittany Lang, Dorothy Delasin, Stacy Prammanasudh, Alison Walshe and Wendy Ward; and Nationwide Tour players Scott Sterling and DJ Brigman.

Abacus: Introduces its spring and summer 2010 products.

LoudMouth Golf: Debuting its newest styles at this week’s PGA Merchandise Show. Attendees visiting its booth will receive a free visor and can view a 14-foot high poster of John Daly wearing the brand.

AB Golf Designs: Debuts its Throwback collection of eco-friendly, traditionally-styled headcovers, and the introduction coincides with the ongoing re-branding of the company, formerly known as Butthead Covers.

AHEAD, Golf Digest: The companies announce that AHEAD will be the exclusive licensee of Golf Digest’s logoed golf course recognition program. As the exclusive licensee, AHEAD will offer its customers the opportunity to co-brand its hats, apparel and accessories with the Golf Digest logos.

Abacus: Introduces its soft shell jackets and fleece as part of its 2010 spring/summer collection.

Letarte: Apparel brand to debut its 2010 collection of sportswear, cover-ups and swimwear, which the company says blends “a bohemian island essence with chic global aesthetics.”

Ecco: The winner and runner-up at the Champions Tour’s Mitsubishi Electric Championship wore the brand’s New Classic and Golf Street Premier shoes, respectively.

AHEAD: Releases a full agenda for this week’s PGA Merchandise Show, which opens on Thursday. The company will be celebrating its 15th anniversary by showcasing its new headwear, apparel and accessories.