Reebok 2013 Annual Report Download - page 91

adidas Group
/
2013 Annual Report
Group Management Report – Our Group
87
2013
/
02.6
/
Other Businesses Strategy
/
TaylorMade-adidas Golf Strategy
Focus on design and technologically advanced products
One of TaylorMade-adidas Golf’s core objectives is to create the best
performance golf products in the marketplace. This involves a clear and
unrelenting commitment to innovation and technology
/
SEE RESEARCH
AND DEVELOPMENT, P. 99. TaylorMade-adidas Golf strives to extend its
industry-leading position by introducing at least two major product
innovations or evolutions every 12 to 18 months. For example, in 2013,
TaylorMade unveiled Speed Pocket technology, which radically increases
speed and distance. In November 2013, the first drivers featuring Speed
Pocket technology were introduced, called JetSpeed
/
PICTURE 02. Also
launched in 2013, the SLDR driver is the longest driver TaylorMade has
ever created. It combines an extremely low-forward centre of gravity and
a complete reinvention of the Movable Weight Technology (MWT), with
a single weight that slides easily within a track positioned in the sole.
02
/
TaylorMade
JetSpeed fairway wood
03
/
TaylorMade
Project (a) golf ball
TaylorMade’s priority is to become the leader in each individual golf
equipment category. That means strengthening its position as the
number one metalwoods (drivers, fairway woods and hybrids) and irons
brand and ascending to the top market position in wedges, putters,
balls and accessories. From a market share perspective, the latter
two categories in particular offer significant market share and growth
potential. In balls for example, in 2014 we launched a new golf ball:
Project (a). This multi-year R&D project has resulted in a ball which has
been specially engineered to promote more shot-stopping spin control
for the average amateur. The “a” in Project (a) stands for “amateur”,
and the ball launched at the AT&T Pebble Beach National Pro-Am in
California, USA, in February 2014
/
PICTURE 03. In accessories, e.g. hats,
gloves, bags, towels, umbrellas and head covers, of particular interest
to TaylorMade is creating new and innovative designs and technologies
which can be applied to the accessories category, resulting in better-
performing products that capture the golfer’s imagination.