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adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
82
2011
02.4 Other Businesses Strategy TaylorMade-adidas Golf Strategy
Other Businesses Strategy
Other Businesses primarily include the TaylorMade-adidas Golf, Rockport and Reebok-CCM Hockey
segments. Each of these segments has its own strategy in place in order to address its specific target
groups directly and further expand its market share. In this way, they contribute together to our Group’s
overall goal: to be the global leader in the sporting goods industry.
02.4
TaylorMade-adidas Golf Strategy
TaylorMade-adidas Golf’s mission is to be the leading global
performance golf company in terms of sales and profitability. The
company combines three of golf’s best-known and respected brands:
TaylorMade, adidas Golf and Ashworth. The segment’s primary
strategic pillars are to continuously develop and commercialise the
most innovative, technologically advanced products while, at the
same time, building brand credibility through high visibility on the
world’s major professional golf tours. In addition, leveraging brand
equity through the creation and execution of new marketing and retail
initiatives as well as improving global distribution are key priorities for
long-term growth.
Capitalising on the strength of three well-respected
and well-established brands
TaylorMade-adidas Golf implements a multi-brand strategy comprised
of three well-defined golf brands under one roof. TaylorMade is the
market leader in the metalwoods category, and is among the leaders
in irons after becoming the market-leading iron brand in the USA in
2011. TaylorMade is also increasing its market share in putters as well
as golf balls. adidas Golf develops high-performance, technology-
infused footwear and apparel for athletes who want to maximise
their potential to improve their play. Ashworth is a more traditional
golf brand, complementing adidas Golf’s athletic position. Combining
adidas Golf and Ashworth, TaylorMade-adidas Golf is a global leader in
golf apparel and ranks number two in footwear sales.
Unwavering focus on innovation and technology
TaylorMade-adidas Golf’s core objective is to create the best perform-
ance golf products in the marketplace, starting with a clear
commitment to innovation and technology SEE RESEARCH AND DEVELOPMENT,
P. 95
. The segment therefore strives to extend its leading position by
introducing at least two major product innovations or evolutions every
12 to 18 months. For example, in 2011, TaylorMade unveiled the new
R11 driver allowing the player to independently adjust the club’s face
angle, loft angle and centre of gravity.
Tour validation remains a crucial strategic pillar
Golfers of all levels are influenced by what equipment the best
professional players in the world play with and wear. Hence,
TaylorMade-adidas Golf’s leadership and presence on the world’s
major professional golf tours is imperative to increasing brand
exposure and traction among consumers.
01 TaylorMade-adidas Golf at a glance
About
TaylorMade-adidas Golf
TaylorMade-adidas Golf implements a multi-
brand strategy comprised of three well-defined
golf brands under one roof: TaylorMade, adidas
Golf and Ashworth. The segment’s strategy
is to continuously develop and commercialise
innovative, technologically advanced products,
while building credibility through high-level
visibility on the world’s professional golf tours.
Brand mission To be the leading performance golf company in the
world in terms of sales and profitability.
Brand attitude
TaylorMade, adidas Golf and Ashworth each strive
to remain authentic, passionate, competitive and
innovative, helping the company to create ever
better products for the golfers we serve.
Key markets North America, United Kingdom, Japan
Focus areas Golf clubs, balls, accessories, footwear and apparel
Key strategic pillars
– Continue to develop and distribute technologically
advanced metalwoods, irons, wedges, putters,
balls, footwear and apparel that give golfers of all
skill levels a competitive advantage
– Maintain TaylorMade’s status as the No. 1 driver
brand on the world’s major professional golf tours
– Maintain the adidas Golf brand’s high visibility on
the world’s major professional golf tours
– Increase Ashworth’s visibility on the PGA Tour and
incorporate performance fabrics with the quality,
comfort and feel the brand is well-known for
Net sales in 2011 € 1.044 billion