Reebok 2010 Annual Report Download - page 104

100 Group Management Report – Our Group Other Businesses Strategy TaylorMade-adidas Golf Strategy
TaylorMade: extending leadership
in metalwoods and irons
TaylorMade’s category priorities include
strengthening its position as the number
one metalwood brand in the world and
building on its growing global market
share in irons. In addition, TaylorMade
aims to grow its presence and increase
its reputation in all other golf equipment
categories including wedges, putters and
balls.
– Metalwoods: Today, TaylorMade is
the clear market leader in metalwoods
(drivers, fairway woods and hybrids).
The brand is particularly strong in the
USA, where it has forged a more than
30% share of the market and a large
lead over its closest competitor. The
brand’s primary focus going forward
is to remain the innovation leader and
expand its metalwood business outside
the USA. This will in part be driven by
strengthening its promotion partnerships
in other regions.
From a product perspective, the brand
will complement its successful R9
franchise and Burner family of metal-
woods with the introduction of the new
R11 series of drivers and the Burner
SuperFast 2.0 in 2011.
TaylorMade
R11 driver see p. 67
The R11 clubs not only incorporate major
TaylorMade driver technologies such as
Movable Weight Technology and Flight
Control Technology, but also the new
Adjustable Sole Plate Technology, which
allows the golfer to adjust the face angle
independently of the loft.
At 279 grams, the Burner SuperFast 2.0
is the lightest TaylorMade driver ever
brought to market and in combination
with its slippery new head aerodynamics
it promotes more clubhead speed and
distance than any previous Burner driver.
TaylorMade
Burner SuperFast 2.0 driver see p. 68
− Irons: In irons, the Burner irons family
has helped TaylorMade to gain consid-
erable market share in the category. As
opposed to previous TaylorMade irons,
the Burner long-irons, middle-irons and
short-irons were developed separately
rather than as an entire group. The intro-
duction of the Burner 2.0 in the fourth
quarter of 2010 and the launch of Tour
Preferred irons in March 2011 will play
a key role in driving future growth in the
category.
− Wedges: Leveraging TaylorMade’s
success in metalwoods and irons to other
categories such as wedges continues
to be a strategic priority. Innovation
is critical in this respect and, in 2010,
the success of the TP wedge with
Exchangeable Face Technology (xFT)
validated TaylorMade’s aim to increase
its presence and grow its share in other
golf equipment categories. xFT permits
players to easily replace a worn clubface
with a new one, making it possible to
maintain a fresh, spin-inducing clubface
without replacing the clubhead. For the
consumer, this is more cost-effective
than buying a new wedge.
− Putters: TaylorMade’s Corza Ghost
putter stood out in 2010 both with
consumers as well as with Tour profes-
sionals. Its white-coloured putterhead
makes it easier to aim and eliminates
glare on the crown. Furthermore, viewers
could immediately recognise its unique
design when it helped Justin Rose win
twice on the PGA Tour. In 2011, there
will be new additions to the Ghost line
that incorporate the input of a variety of
Tour pros.
− Golf balls: Success in this category
depends on the ability to create high-
performance golf balls, bring them to
market and build credibility among Tour
professionals. In 2010, TaylorMade’s
status as a maker of premium golf balls
was enhanced through the Penta TP ball,
the first five-layer golf ball, designed to
promote optimal performance on the
five critical golf shots – driver, long-
iron, middle-iron, short-iron and partial
wedges. The technological advantage
of the Penta TP was highlighted by 18
wins on the world’s major tours in 2010,
including the PGA Championship. In 2011,
TaylorMade will continue to build on its
momentum in golf balls, driven by the
Penta TP ball, and increasing the number
of Tour professionals using TaylorMade
balls such as Jim Furyk, the 2010 PGA
Tour Player of the Year.