Reebok 2013 Annual Report Download - page 92

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adidas Group
/
2013 Annual Report
Group Management Report – Our Group
88
2013
/
02.6
/
Other Businesses Strategy
/
TaylorMade-adidas Golf Strategy
A key component of adidas Golf’s strategy for success includes building
on its ultra-lightweight adizero golf footwear franchise, starting
with the launch of the adizero One in January 2014. This shoe, which
incorporates a variety of cutting-edge technologies, is 10% lighter
than the original adizero golf shoe
/
PICTURE 04. adidas Golf’s strategy
also includes strengthening its year-round apparel offerings by adding
to the ClimaWarm+ apparel line, engineered with advanced, hollow-
fibre technology to combine insulating warmth with lightweight
comfort
/
PICTURE 05 and by introducing the new ClimaChill line.
04
/
adidas Golf
adizero One golf shoe
05
/
adidas Golf
ClimaWarm+ apparel
Adams Golf’s key strategy for growth is to use its position as the
number one hybrid brand on the world’s six major professional golf
tours, including the PGA Tour, to become the best-selling hybrid brand
worldwide. Recent product introductions, including Tight Lies fairway
woods, the Super S hybrid, new Idea hybrid irons and the XTD Series
of metalwoods, are examples of the brand’s product strategy to achieve
this goal. Tight Lies fairway woods are engineered with a low-profile
“upside-down” design that makes it easier to launch the ball. They
also feature Cut-Thru Slot technology that increases the speed of the
clubface to promote more distance and a tri-level sole design that limits
turf interaction
/
PICTURE 06. The Idea Super S hybrid is tremendously
popular among amateurs for how easy it makes it to hit high, long
and soft-landing shots. In 2014, Adams Golf will continue to use the
synergies between its R&D department and TaylorMade’s to develop
compelling new equipment.
06
/
Adams Golf
Tight Lies fairway wood
Following several years of re-establishing Ashworth’s reputation as
a pure golf brand by rebranding and reinvigorating its footwear and
apparel offering, Ashworth’s strategy to accelerate growth includes
introducing a line of premium apparel and footwear to its product line-up
beginning in 2014.