The Masters, which ends Sunday in Augusta, and the launch of a number of new products have local sporting goods stores and golf shops preparing for spring's annual golf fever.

"There's no doubt that the Masters, especially in the Atlanta market, has been a kickoff to the season," said Kelly Burdette, merchandiser for golf clubs at PGA Tour Superstores, which is based in Atlanta. "That's the official kickoff of when people start getting the itch. Once the weather breaks, people start getting the bug, they'll get out there."

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A new United States Golf Association rule that allows adjustable clubs is going to have a tremendous impact on a golfer's ability to customize his or her clubs, said Chuck Stogel, golf equipment columnist for CBSSports.com .

"It's just the beginning of this entire process," he said.

Stogel said companies have or are coming out with equipment that will also allow golfers to customize their game, compensating for factors including the course and weather.

"Anytime one of those rules changes a little bit, there's an opportunity there," Burdette said.

Here are items generating buzz.

ACCESSORIES

ClubGlider

The golf travel bag has extendable and retractable wheels and legs that the company, Sun Mountain, says eliminate the repeated bending and lifting when using other bags. It's touted as eliminating 22 pounds of pressure from the shoulders and back. Suggested retail price: $299.99. www.sunmountain.com.

V-14 Cart Bag

The bag by Cleveland Golf incorporates Club Count technology using electronic sensors built into the bag. Players are warned, with a chirp and an LED light, that a club has been left on the course. Chuck Stogel says there will be a market for this bag: "People lose clubs all the time; they're always running back three holes to find a sand wedge. I think it's a great idea." The bag is available in red, navy and black. Suggested retail price: $390. www.clevelandgolf.com.

Adidas Tour360 LTD

This shoe is among those using a new wave of technology that is touted as bringing the golfer closer to the turf. The construction brings more flexibility and more stability, with the bottom soles acting as a suspension system when a player swings, said Ron Whited, footwear buyer for PGA Tour Superstores. Suggested retail price: $250. www.adidasgolf.com/360.

Tech tools

SkyCaddie SG5

This hand-held unit uses GPS and the company's IntelliGreen technology to help golfers in a number of ways, including measuring the depth and shape of the green. Suggested retail price: $429.95. www.skygolfgps.com.

TOMI Personal Putting System

A consumer version of this putter training aid uses a video camera and computer software to analyze putting skills, said Heath Hamlin, a merchandiser with PGA Tour Superstores. Suggested retail price: $349. www.tomi.com.

Clubs

Callaway I-MIX Technology

Callaway's do-it-yourself club customization products include the FT-5 and FT-I clubheads (suggested retail price $435 and $500) and shafts (suggested retail price $185-$435). It's expected to be in stores by the middle of the month, Kelly Burdette said. He said initial buyers are expected to be avid golfers who want to try different types of shafts depending on the course. TaylorMade and Nickent also are set to release products, Chuck Stogel said. www.callawaygolf.com, www.taylormadegolf.com, www.nickentgolf.com.

Nike SQ Sumo² 5900

Some testers are saying that Nike's second generation of square drivers is better than the original, Chuck Stogel said. He said companies offering square or triangular clubs are making them more forgiving and, as a result, more playable for golfers of all levels. Suggested retail price: $479. www.nike.com/nikegolf.

Mizuno MP-600 Driver

This is the latest evolution of drivers with changeable weights, and this version is more convenient, Chuck Stogel said. It has two adjustable 8-gram weights and players can choose from 15 ball-flight settings. Suggested retail price: $479.99. www.mizunousa.com.

Titleist AP1 and AP2

The new irons have forgiving characteristics that can help improve games, Kelly Burdette said. He added that they've been selling better in the first few weeks than previous Titleist irons. Suggested retail price: $699 for AP1; $999 AP2. www.titleist.com.

Rossa Monza Spider

PGA Tour players using the TaylorMade putter are generating publicity for the item. "Customers are always coming in, asking us, 'When are you getting it?'" Kelly Burdette said. (The putter shipped to stores last week.) Suggested retail price: $240. www.taylormadegolf.com.

Heavy Putter

Some tour players are using the Heavy Putter, too. Chuck Stogel said the theory is that the weight in the grip and clubhead make for a steadier, more consistent swing. Suggested retail price: $169 (Heavy Putter Deep Face Series). www.heavyputter.com.