Reebok 2009 Annual Report Download - page 85
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GROUP MANAGEMENT REPORT – OUR GROUP TaylorMade-adidas Golf Strategy 81
Ashworth: brand re-launch in 2010
Ashworth, which was acquired in 2008,
provides TaylorMade-adidas Golf with
a unique opportunity to establish a golf
lifestyle business. Founded in 1987,
Ashworth’s roots in golf and authenticity
as a golf brand provide a key differen-
tiator from other golf lifestyle brands.
In 2009, Ashworth’s efforts focused on
creating a platform for future profitable
growth. Steps taken consist of a branding
facelift including modernising its iconic
Golfman logo, definition of product range
architecture, cleaning up of distribution
and revamping its partnership portfolio.
In addition, all Ashworth operating and
go-to-market functions were fully inte-
grated with adidas Golf to take advantage
of operational and fixed-cost synergies.
In 2010, the brand will be re-
launched with a focus on reconnecting
with all golfers (professionals and non-
professionals alike) as the authentic
golf brand, building on its reputation for
relaxed, lifestyle-orientated apparel that
appeals to golf enthusiasts of all ages,
both on and off the course. Products
will incorporate proprietary EZ-Tech
fabrics which deliver easy care and
superior wear, and performance fabrics
for warm-climate, on-course use. Like
the other brands in the TaylorMade-
adidas Golf segment, Ashworth will seek
to build Tour visibility and credibility
utilising partners such as Tour profes-
sionals Fred Couples, Sean O’Hair, Ryan
Palmer and Charles Howell III.
“Wear Your Passion” is Ashworth’s new mantra, a direct allusion
to the effortless way in which the brand’s traditionally styled
line-up of tops, bottoms, outerwear and headwear can be worn on
the course and on infinite occasions off the course. The supporting
print campaign illustrates that point with striking photos of
Ashworth Tour Staff pros like Sean O’Hair and Fred Couples looking
stylish and relaxed away from the course in Ashworth apparel.
Wear Your Passion C
03