Reebok 2009 Annual Report Download - page 81
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GROUP MANAGEMENT REPORT – OUR GROUP TaylorMade-adidas Golf Strategy 77
Destinations included golf courses
in Death Valley, California, the high
altitudes of Bolivia and Argentina
and Walker Bay in South Africa. The
programme, which illustrates how
technologies such as CLIMACOOL®,
CLIMALITE® and CLIMAPROOF® can help
provide a competitive advantage in the
most extreme golf conditions, attracted
widespread attention from consumers
and the media.
Intelligent retail marketing
and distribution
TaylorMade-adidas Golf works with retail
partners that possess the skills to effec-
tively showcase the performance advan-
tages and modern design credentials of
TaylorMade, adidas Golf and Ashworth
products. Core channels include
green grass retailers, off-course golf
specialty retailers and sporting goods
retail formats with golf-specific depart-
ments. Focusing on strategic accounts,
TaylorMade-adidas Golf strives to create
and make available state-of-the-art
floor displays that show off products and
communicate key messages as clearly
as possible, allowing it to position its
clubs, balls, footwear and apparel among
the top-selling golf products in these
retail channels. Close working relation-
ships with key accounts will continue in
2010, as will efforts to build additional
brand presence at smaller retailers
and on-course golf shops. In emerging
markets throughout the world, the com-
pany employs established adidas Group
infrastructures to distribute products,
promote awareness and drive growth.
Renowned as the world leader in metalwood sales, TaylorMade
became the No. 1 iron brand in the USA in August 2009. To keep
the momentum going in 2010, the brand is launching an extensive
sales and marketing campaign called “Project Burner”, which
urges golfers to join the more than 170,000 others who now play
TaylorMade’s eight individually engineered Burner® irons, and
instructs them to “stop playing obsolete irons”.
The New #1 Selling Iron.
Proof The Set Is Dead.
C
01