Lamkin's new proprietary 3GEN material - it's a very unique synthetic rubber compound that's both soft and tacky-provides unmatched "single-strike" vibration-dampening properties that protects a golfer's hands and arm joints from jarring shockwaves. Used in other applications and industries, 3GEN mutes virtually all vibration and stinging of the hands at impact, providing an incredibly soft feel. The material maintains a high level of tackiness and can be easily wiped for a fresh feel and excellent traction. And unlike competitors' soft polyurethane grips, 3GEN is a form of synthetic rubber that has very low torque - similar to that of a traditional rubber grip-and will not feel as if it's sliding around the shaft at impact. That firmness lasts throughout the life of the grip. 3GEN also features a vastly improved resistance to environmental aging and weathering factors. The material will not absorb any moisture and its tackiness is activated by toweling off the grip or using a light abrasive brush. It continually performs better if it's cleaned regularly.