Reebok 2012 Annual Report Download - page 116

adidas Group
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2012 Annual Report
Group Management Report – Our Group
94
2012
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02.4
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Other Businesses Strategy
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TaylorMade-adidas Golf Strategy
To continue its momentum in this category, TaylorMade will introduce
two new models in 2013, incorporating its latest technologies. The R1
driver offers twelve loft-and-lie settings, seven face-angle positions and
movable weight technology. The wide range of loft adjustments lends a
tremendous advantage to the player. TaylorMade studies indicate that
approximately 80% of golfers are playing a driver with the wrong loft
for their swing, and are losing distance because of it. TaylorMade will
also introduce the next generation of RocketBallz metalwoods, called
RBZ Stage 2. These fairway woods and Rescue clubs promote another
dramatic leap in performance.
Irons
In 2012, TaylorMade secured its leading position in the irons category in
the USA, driven by the success of the RocketBallz iron, the best-selling
model during the year in the USA. Having gained significant credibility
in this category over the last five years, 2013 sees the launch of a
game-changing innovation with the potential to significantly extend
the brand’s market share lead. Introduced towards the end of 2012,
RocketBladez irons incorporate a Speed Pocket concept. The Speed
Pocket technology provides a slot in the sole that helps the clubface
to flex faster at impact, promoting increased ball speed and a higher
launch angle to give more distance. The Speed Pocket also generates
significantly higher ball speed on shots hit low on the clubface, where
the majority of iron mis-hits occur, and works in conjunction with a
new, ultra-thin face design to promote consistent distance from shot to
shot
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PICTURE 03.
03
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TaylorMade
RocketBladez irons powered by the Speed Pocket
Wedges
TaylorMade continues to gain credibility in the wedge category with
offerings such as the ATV (All-Terrain Versatility) wedge, with its
innovative sole that makes it highly effective from a wide variety of lies.
The ATV was played widely on tour in 2012, and in the USA it rose to be a
best-selling wedge at retail during October 2012.
Putters
TaylorMade’s Ghost line of putters was used numerous times to win major
tour events in 2012, and continued to perform well in the marketplace.
This success was led by the Ghost Spider line, engineered to deliver
exceptional stability and forgiveness. A new addition to the Ghost Spider
line which will be introduced in 2013, the Ghost Spider Daddy Long Legs,
is designed to deliver the next level of high-stability putter performance.
Balls
In 2012, TaylorMade renewed its commitment to growing market share
in balls, especially the premium, tour ball category. In 2013, TaylorMade
plans several new product launches, including its newest tour ball,
Lethal, introduced in February 2013
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PICTURE 04. In testing, the ball has
received high praise for its outstanding combination of distance, feel,
control and performance, especially in windy conditions, from the many
tour pros who have switched to it. Other new ball introductions in 2013
include RocketBallz Urethane, with its three-piece construction and a
tour-validated urethane cover priced well below most urethane balls.
From a marketing standpoint, TaylorMade will place extra emphasis
in 2013 on specifically targeting the multitude of golfers who have
purchased TaylorMade metalwoods and irons.
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TaylorMade
Lethal golf ball
Accessories
Accessories such as gloves, bags, head covers, towels and umbrellas
also play an important role in golf. In 2012, TaylorMade devoted
additional resources to improve on the design and functionality of its
accessories lines, which resulted in encouraging sales growth. A similar
emphasis on developing better accessories will continue in 2013, with
similar results expected.