Since its inception, PXG has been one of golf’s most overtly promotional equipment brands. It was marketing, after all, that helped its billionaire founder, Bob Parsons, turn GoDaddy GDDY into a household name with its racy Super Bowl commercials.

PXG has also employed a different approach when it comes to sales, embracing custom fittings and a direct-to-consumer model over traditional retail channels.

In a melding of the two, PXG has unveiled something of a modern day “Pepsi Challenge” for golf, welcoming golfers to test their current model of driver head-to-head against PXG’s newest GEN6 driver. If PXG’s driver doesn’t deliver a longer or tighter dispersion in a free test fitting than the club the player is currently using, the company will hand over a $100 Mastercard Rewards Card.

It’s somewhat reminiscent of the marketing approach Pepsi employed as an upstart cola company, challenging shoppers to take a blind taste test to see whether they preferred Pepsi over Coca-Cola KO .

“We’re so confident that in nearly every case it will knock out the competition, I am willing to put money on it,” Parsons said of PXG’s GEN6 driver. “To all those who have wondered and waited, or those who have trolled and not tested, now’s the time. You’ve got nothing to lose and everything to gain.”

There are parameters, of course. They’re put in place to ensure a level playing field and to weed out potential detractors — of which PXG has its share — who might be intent on tanking results to not only get a free $100, but take shots at the brand.

Participants who schedule an online fitting with PXG will hit five shots with both their current driver and a GEN6 driver after warming up, with performance data captured on a Trackman launch monitor.

The three best shots will be selected and recorded, with the fitter using average total distance (carry and roll) to determine the distance-winning driver, and side total (+/-) to determine the dispersion-winning driver. Participants are required to use the same brand of golf ball throughout the challenge and the swing speed average must be within 3 miles-per-hour — to ensure a consistent head-to-head comparison.

No easing up allowed.

PXG’s version of the “Pepsi Challenge” runs through the end of August and will include Challenge Nights in select PXG stores and fitting locations.

In testing ahead of the launch of its GEN6 Driver Challenge, PXG claims it was the head-to-head winner 94% of the time, with the more than 50 golfers who accepted the challenge seeing an average distance gain of 11 yards with the PXG driver.

Will that correspond to a global sample? Club companies make promises all the time in urging head-to-head comparisons and tests, but in the case of PXG’s latest promotion, Parsons is putting his money where his mouth is.