Reebok 2015 Annual Report Download - page 73

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69
2
GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – TaylorMade-adidas Golf Strategy
TAYLORMADE-ADIDAS GOLF STRATEGY
TaylorMade-adidas Golf’s mission is to be the world’s leading golf company. The company’s priorities for
long-term profitable growth include:
•
A multi-brand strategy with some of golf’s most respected brands, in particular TaylorMade and
adidas Golf.
•Focus on design and technologically advanced products.
•Validation of products by tour professionals competing on the world’s major professional golf tours.
•A clear focus on marketing innovation and excellence in execution.
•Creation and execution of new retail initiatives, as well as improving global distribution.
LEVERAGING BRAND STRENGTH
TaylorMade-adidas Golf is focused on a multi-brand strategy with two primary brands and two secondary
brands under one roof:
•TaylorMade is the market leader in the metalwood category and among the leaders in irons, wedges,
putters, golf balls and accessories.
•
adidas Golf creates innovative products targeted at athletic, competitive-minded golfers seeking a
performance edge in every piece of equipment they choose.
•Adams adapts tour-proven technology to meet the needs of golfers seeking equipment that makes the
game easier to play.
•Ashworth focuses on classically rooted products that deliver style, comfort and natural performance
to the golfer.
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. TaylorMade-
adidas Golf strives to extend its strong industry positioning by introducing the most innovative designs and
technologically advanced products to the market.
•TaylorMade: TaylorMade’s focus is to strengthen its position as the number one metalwood (drivers,
fairway woods and hybrids) brand and ascend to the top market position in irons, wedges, putters, balls
and accessories. In 2015, TaylorMade re-invented the metalwood category with its M1 product line that
quickly became the number one played driver in its first week on both the PGA and European Tour, as
well as the number one selling driver at retail in its first month on sale.
11 TAYLORMADE-ADIDAS GOLF
2015 PGATOUR WINNER JASON DAY
12 TAYLORMADE
M1 DRIVER