Adidas 2001 Annual Report Download - page 27

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22 Brand Strategies
TaylorMade-adidas Golf offers a full range of
golf hardware, footwear, apparel and access-
ories. These products are offered under uniquely
positioned and segmented brands to maximize
their appeal to varying consumer groups.
All TaylorMade-adidas Golf product lines are
high-end, technologically advanced products
that provide golfers of all abilities with
performance advantages.
A Heritage Built on Technological Innovation
TaylorMade began a revolution within the golf
industry when it pioneered the metalwood in 1979.
The brand gained credibility and stature, rapidly
becoming the industry leader in technology and
innovation. In the early 1990’s, the brand’s reputation
for breaking new ground was reinforced by the
introduction of the Bubble® Shaft. TaylorMade’s
heritage is based on performance equipment
developed with, and played by, the top
competitors in the game.
TaylorMade: The Premium Metalwood Brand
The last two years in particular have seen the
brand claim its position as the number one premium
metalwood brand in golf. This advance in brand
prestige has been accomplished by refocusing product
development and focusing on the fact every golfer
is unique and can benefit from the sophisticated
club selection and fitting that TaylorMade offers.
The concept of “For Every Golfer There Is a Club”
was introduced in late 2000 with TaylorMade’s 300
Series of drivers. This has been extended into
every major product offering since then. In 2001,
TaylorMade became the number one driver used
in all of the world’s major golf tours. This outstand-
ing achievement was reflected in a substantially
increased share of the metalwood market.
Leading Products from TaylorMade
In 2002, TaylorMade will continue to dominate
the metalwood count on tour. TaylorMade will also
extend its position as the complete golf brand that
understands the unique features of a golfer’s swing
and will provide an array of products that allow each
player to optimize the results of their individual
swing. This successful strategy will enable the brand
to take the leading position in golf drivers. It will
also lead to increased recognition and market share
for TaylorMade in fairway woods, irons, wedges
and putters. Products to watch in 2002 include 200
Series metalwoods and irons, the new Rossa putter
line and a new TaylorMade wedge line.
adidas Golf
Strong Growth at adidas Golf
adidas has a long tradition of manufacturing and
selling high-quality, innovative and comfortable
golf footwear and apparel. Over the past two years,
in its association with TaylorMade, adidas Golf has
introduced several technical innovations and actively
targeted its product at young, up-and-coming golfers.
As a result, adidas Golf has a clearly defined and
positive image in the consumer’s mind. Over the
last two years, adidas Golf revenues have grown
by over 90% and continued expansion is expected.