Adidas 2000 Annual Report Download - page 28

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24
TayorMade-adidas Golf
TaylorMade-adidas Golf offers a full range of golf hardware,
footwear, apparel and accessories. These products are offered
under uniquely positioned and segmented brands to maximize
our appeal to varying consumer groups. All TaylorMade-adidas
Golf product lines are high-end, technologically advanced
products that provide golfers of all abilities with performance
advantages.
TaylorMade revolutionized the golfing world more than two
decades ago by popularizing the metalwood with its industry-
unique Pittsburgh PersimmonTM. And in the mid-1990s, the
company again shook up the industry, changing the way con-
sumers and pros looked at shafts with the introduction of
the BubbleTM.
In 2000, the brand continued to be a hardware pioneer with its
300 SeriesTM driver, disdaining the industry’s “one-size-fits-all”
philosophy and offering not one but three different titanium
drivers in the same model. Each is designed for different swing
characteristics and trajectory needs. The clubs have already
helped produce big wins for the best players in the world.
Reclaiming Metalwood Market Leadership
TaylorMade pioneered the metalwood concept in 1979. This
will be the force behind reclaiming hardware leadership for all
TaylorMade-adidas Golf
product categories in the next few years. The product line that
will do this is the 300 SeriesTM metalwoods. Already winning
over consumers at retail, the 300 SeriesTM will serve as a strong
platform to grow the company’s market position in the iron cat-
egory. This is a category we will further develop and expand.
Becoming Number One on Tour Worldwide
From January 2000 to January 2001, TaylorMade’s 300 SeriesTM
driver was the number one driver on the PGA Tour (Darrell
Survey). With 27 wins worldwide and 57 top ten finishes on the
PGA, the club was also at the top of the European PGA Tour
list, often doubling its closest competition, based on number of
players who use the product.
With notable stars such as European PGA Tour star Ernie Els,
Tom Lehman and Senior PGA Tour Player of the Year (2000)
Larry Nelson using our clubs, TaylorMade is gaining visibility
with top players around the world. Sergio Garcia is also an
important promotional partner for adidas Golf, projecting youth
and new conventions.
With innovative technology and people to support this industry-
unique product, TaylorMade-adidas Golf is well on its way to
becoming the number one golf company in the world for both
tour professionals and core golfers.
Becoming One of the Top-Selling Footwear Brands
in Golf
adidas Golf footwear has been hugely successful, doubling
its sales in 2000 and looking to repeat this in 2001. The brand
is one of the most popular in Europe, and is taking consider-
able steps towards market leadership in the United States and
Japan.
Much of this success can be attributed to a combination of
adidas’ heritage and new technology. The TraxionTM technology
has been a key factor in improving both the brand’s image and
sales in the golf market. TraxionTM technology is being utilized
for a wide variety of products, which fit with TaylorMade-adidas
Golf’s focus on authentic golfers. One example is the Tour
TraxionTM, which is our best-selling golf shoe of all time.