Reebok 2008 Annual Report Download - page 151
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The Set is Dead
TaylorMade-adidas Golf
To promote the new Burner
® family of irons, the multi-platform campaign “The Set is Dead”
will launch in 2009. Irons have for too long been engineered as a set – without heed to the
shortcomings of this approach. TaylorMade realised that because long-irons, middle-irons
and short-irons serve different purposes they should be designed separately so that each
delivers a specifi c type of performance. “The Set is Dead” is a declaration of TaylorMade’s new
way of creating high-performance irons.
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