For the first time since 2010, TaylorMade has introduced a driver that does not have a white crown: the R1 Black.

The R1, which debuted in early 2013, was the latest offering from TaylorMade, “the No. 1 driver in golf,” and it was well received by tour players and amateurs alike.

It featured a white crown with sleek racing-stripe graphics on the crown and was the most adjustable driver on the market.

Some research suggested that eight out of ten drivers that were sold in 2012 had a white crown. These are interesting statistics, but anecdotally people still wanted the traditional black.

Golf is a traditional game.

“Our mission is to make the best-performing equipment for all golfers. We don’t want golfers to miss out on the opportunity to play the R1  just because they prefer a black crown,” says Canadian TMag performance lab manager Cameron Jacobs.

“I’m still a massive fan of the matte white paint-job on the current R1 driver, but I can appreciate how it isn’t for everybody. The R1 Black lets golfers get into the same technology […] but in a paint-job that they prefer.”

As of yesterday, the R1 Black is available for pre-order at specific Golf Town locations across Canada , and in retail June 10.

It will be a limited run of the R1 that will allow golfers – who may have held off purchasing the club due to colour preference – the chance to get their arms around TaylorMade’s leading driver for 2013.

“We like to shake things up a bit every once in a while and keep the industry on their toes,” says Jacobs.

“You’ll continue to see a sea of white drivers on Tour and in shops around the world.”

I was a fan of how the R1 felt, sounded, and performed when I hit it at the MATT performance lab at Glen Abbey this past winter, and this design has just made a fine product that much better.

The video that TaylorMade is circulating around the web is below. And check out the “making of” photos from the video shoot here.