Herbert Hainer, chief executive of Adidas Group, announced on June 28 that TaylorMade-Adidas Golf has taken over the leadership of the global golf market, without naming the former #1 player, Callaway Golf. At a golf tournament in Herzogenaurach, he proclaimed that the division is No. 1 in sales in the world. In the first quarter of 2010, its turnover in that segment grew by 16 percent in constant currencies to €223 million; last year they were €831 million, and the group’s golf sales have increased every year since the Adidas Group took over TaylorMade-Adidas Golf in 1997.
The milestone got a boost from the division’s leadership in metalwoods in North America, the world’s biggest golf market. In addition, Adidas Golf together with Ashworth has become the global market leader in golf apparel. And the unit’s share of the golf ball market had doubled at the end of the first quarter 2010 compared with the prior year.
The company attributed its growth to innovation and cutting-edge design. Earlier this year, TaylorMade launched new drivers such as the Burner SuperFast TP and the R9 SuperTri. In addition, since the acquisition of Ashworth in 2008, the apparel offering is now expanding into the lifestyle segment.
Also at the tournament, Adidas Golf kicked off a new digital campaign, “Wear in the World.” Two job candidates are traveling through nine countries on three continents in 50 days, testing Adidas Golf apparel in extreme weather conditions. They will share their experiences online via social media channels such as Facebook and Twitter. The winner will be offered a job to become TaylorMade’s social media catalyst.
