Latrobe, PA. –

Arnold Palmer’s “connection” to the game of golf is more than legendary—it’s literal.

“The basic fundamental,” says Palmer in a new series of Loma-produced webisodes, “is to put your hands on the grip properly.”  And the proper grip, he adds, is a Lamkin.

For decades, “The King” has used grips supplied by Lamkin Corporation, renowned for its grip innovation and technology.  When the industry leader decided to tout it’s new composite product line, the ideal spokesperson was the game’s #1 ambassador.

“You don’t mess with a legend,” said director John DeBello. “Our approach was to let Mr. Palmer’s narrative drive the story. We were confident his integrity and sincerity was the key to engaging our audience.”

DeBello, who has conducted incisive interviews with a host of sports legends including Brett Favre,  Roger Clemens, Greg Norman, and Wilt Chamberlain, led a freewheeling conversation that focused on Lamkin—but also featured a trove of fascinating anecdotes, from Palmer’s piloting skills to the real story behind the famous Arnold Palmer drink.

“The result was a natural conversation, with Mr. Palmer speaking from his heart. You can’t fake authenticity,” said Lamkin’s Director of Marketing Kim Doren.

Shot at Palmer’s Latrobe, Pennsylvania home, that authenticity extended to his fabled workshop–which includes more than a thousand clubs, shafts and grips of every description.

On camera, he conversed with president Bob Lamkin about the remarkable advances in grip technology since the company’s inception 85 years ago. The “co-star” of the proceedings was Lamkin’s new proprietary 3GEN material, a unique synthetic rubber compound that’s both soft and tacky, providing unmatched “single-strike” vibration-dampening properties that protect a golfer’s hands and arm joints from jarring shockwaves.

The webisode series is now playing on the company’s website, accompanied by a dramatic video demonstration of the 3GEN’s remarkable vibration-dampening effect. Expanded content from the Palmer shoot will debut at the 2010 PGA Show in Orlando, Florida.