Adidas 2002 Annual Report Download - page 61

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59
TaylorMade-adidas Golf ///
EXCELLENCE IN GOLF REQUIRES A DEEP KNOWLEDGE
OF PLAYERS’ NEEDS, A WIDE PRODUCT OFFERING AND COMMITMENT TO INNOVATE.
AND THIS UNIQUE COMBINATION DESCRIBES EXACTLY HOW TAYLORMADE-adidas GOLF
APPROACHES THE MARKET. IN 2002, WE BECAME THE WORLD’S LEADING METALWOOD
SUPPLIER. WITH STRONG POSITIONS IN GOLF BALLS, IRONS, WEDGES, PUTTERS, BAGS,
FOOTWEAR AND APPAREL, TAYLORMADE-adidas GOLF IS TRULY AN ALL-AROUND
SUPPLIER OF GOLF PRODUCTS. OUR COMMITMENT TO CONTINUOUSLY INNOVATING OUR
PRODUCTS IN TANDEM WITH ATHLETES IS THE DRIVER OF THEIR STRONG SUPPORT
FOR TAYLORMADE-adidas GOLF PRODUCTS.
EXPANDING FROM THE METALWOOD BASE /// TaylorMade is the world’s largest supplier
of metalwoods. With cutting-edge innovations such as the new R500 drivers, TaylorMade
products are leading the industry. To extend this success into other golf categories, Taylor-
Made began to direct more of its product development and marketing resources toward
irons and wedges, the next major segment of the golf equipment market. New irons
launched at the end of 2002 are based upon the company’s proprietary “RAC” technology.
RAC (Relative Amplitude Coefficient) which significantly improves the “feel” of the Taylor-
Made irons and wedges and has been incorporated into all of the brand’s premium irons
for 2003. As a result, double-digit growth is projected from this category in 2003.
ROSSA PUTTERS ARE NEW /// In 2002, TaylorMade introduced “Rossa”, a premium line of
putters. Used in 10 professional golf tour wins worldwide, including the British Open, the
Rossa line of putters has quickly developed a reputation for the performance and quality
demanded by elite players. Rossa provides TaylorMade with a critical premium position on
world golf tours and among the top amateurs in the game.
CONTINUED STRENGTH AT adidas GOLF /// adidas Golf footwear and apparel drive the soft
goods offering within TaylorMade-adidas Golf and this is an area that has been growing
rapidly for the last several years. We believe there is still significant opportunity for us to
extend the adidas brand in golf products. Strong endorsement partners including Sergio
Garcia and Retief Goosen support these products vigorously. Performance rain gear will be
an important new product offering for the brand in 2003.
MAXFLI: A NEW MEMBER OF THE TAYLORMADE-adidas GOLF FAMILY /// In 2002, Taylor-
Made-adidas Golf began managing the marketing and distribution of the Maxfli and
Slazenger Golf brands under a license arrangement with Dunlop Slazenger Group, provid-
ing TaylorMade-adidas Golf with a leading position in the golf ball category. At the end
of the year, we decided to end operations in the Slazenger business and to purchase the
Maxfli brand. The Maxfli Noodle and the Maxfli Performance Series helped drive the Maxfli
brand to become the fastest growing ball brand in the USA in 2002, with market share
increasing 71% in value terms. In 2003, we will continue to build on this promising start by
fully integrating the brand into TaylorMade-adidas Golf and expanding our distribution of
Maxfli products in Europe.
TAYLORMADE /// RAC OS IRON