Reebok 2011 Annual Report Download - page 88

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
84
2011
02.4 Other Businesses Strategy TaylorMade-adidas Golf Strategy
02.4
TaylorMade: determined to be the leading golf brand in
every key equipment category
TaylorMade’s priority is to become the leader in each individual golf
equipment category. That means strengthening its position as the
number one metalwood brand, expanding its leading position in irons
and ascending to the top market position in wedges, putters, balls and
accessories.
– Metalwoods: TaylorMade is the clear market leader in metalwoods
(drivers, fairway woods and hybrids), bolstered by a particularly
strong presence in the USA, where it forged an all-time high of a 45%
share in March 2011. The brand’s primary focus going forward is to
remain the innovation leader and expand its metalwood business
outside the USA.
03 TaylorMade
RocketBallz Driver
From a product perspective, the brand will launch the new R11S
driver and fairway woods, as well as the new RocketBallz line in
2012 PICTURE 03 . Compared to the R11, the R11S driver has a larger
and more aerodynamic head, offering more adjustability settings. The
RocketBallz driver combines light weight with TaylorMade’s Flight
Control Technology, helping to increase ball speed and distance. All
of TaylorMade’s new metalwoods feature the white crown and black
clubface.
– Irons: In 2011, the Tour Preferred MB, MC and CB irons helped
solidify TaylorMade as the leading iron brand in the USA. Two major
introductions in 2012 will play a key role to further growth in the
category: RocketBallz irons and RocketBallz Max irons. Both utilise
TaylorMade’s expertise in developing thin and fast clubfaces that
promote long distance. RocketBallz irons are engineered to deliver
the optimum combination of speed, forgiveness, playability and feel.
RocketBallz Max irons incorporate multiple performance technol-
ogies, including hollow head construction learned from years of
making metalwoods.
– 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 2011, TaylorMade
continued to validate its innovation leadership with the introduction of
the All Terrain Versatility (ATV) wedge. Its unique sole design allows
the golfer to play a wide variety of different types of shots with one
wedge. The ATV wedge also incorporates a new, high-spinning groove
design, and the flat areas of the face are covered with a micro-texture
that helps hold the ball to impart backspin.
04 TaylorMade
Penta TP5 Ball
– Putters: TaylorMade has achieved excellent growth in putters during
the past few years amid the performance benefits of white putter-
heads integrated in products like the Tour-proven Corza Ghost and
Ghost Spider. To build on this momentum in 2012, the brand will
launch further additions to the Ghost line of putters, which will all be
white-coloured and incorporate PureRoll face insert technology to
promote smooth, accurate roll.
– 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 2011, TaylorMade’s status as a maker of
premium golf balls solidified as more Tour pros and consumers used
the five-layer Penta TP. TaylorMade’s plans to increase golf ball market
share in 2012 include the introduction of the Penta TP5 PICTURE 04 ,
which is faster and softer than the original Penta TP, as well as the
lower-priced Penta TP3, a three-layer ball with a cast urethane cover.
Together, these two models should help TaylorMade capture a larger
share of the Tour ball market. Additionally, a two-piece distance model
called RocketBallz is being introduced.