More than Doubles Sales Force to Satisfy Fast-Growing Demand
CARLSBAD, Calif. (August 30, 2006) – Five years after adidas Golf relocated to Carlsbad, Calif. from Herzogenaurach, Germany, recent published figures indicate that the popular brand has risen to No. 2 in global market share for the first time.* These share figures are fueled by exceptionally high sales in the U.S. and U.K., where adidas Golf reached 11.1% and 18.9% in market share respectively, the highest in company history.** With a YTD growth rate of over 48%, adidas Golf is easily the fastest growing golf footwear brand in the world.***
"We have definitely seen a trend in golf footwear the over last couple of years," said Susan Bush of Golf Galaxy. "adidas Golf has taken the performance golf shoe to another level and we have been very successful with the brand."
"We treat golfers as athletes," said Merle Marting, senior vice president of adidas Golf. "That mindset has helped us to develop technologies that enhance the performance, comfort and durability of our golf shoes, and consumers have recognized the benefits. In addition to that, the market is also demanding more of the progressive, innovative, athletic styles that adidas Golf has become known for."
The brand’s momentum in the marketplace has also been driven by tour success and visibility. Recent Darrell Survey figures report that adidas Golf is the No. 2 shoe on the PGA Tour and one of the most visible. Star players including Sergio Garcia, Jim Furyk and Mike Weir each wear the distinctive Tour 360 model in competition. As a result, adidas Golf’s customer service department has received hundreds of Monday morning calls inquiring where "that shoe Sergio was wearing" can be purchased.
To meet the growing demand adidas Golf upped its sales force from 30 to 80 this month. "We’ve nearly tripled our sales personnel for two reasons," said Doug Holt, vice president and general manager of U.S. sales for TaylorMade-adidas Golf. "One, so we can offer the best service to our existing accounts, and two, to expand our distribution channels so we can satisfy the demand for our products."
To find out more about adidas Golf footwear technologies and models like the Tour 360, Tour Metal and Tech Feather, visit adidasgolf.com
*No. 2 claim based on Global Market dollar share for the month of June 2006 (Sources: Golf Datatech (U.S), Sports Marketing Surveys (U.K.), Yano (Japan))
**Regional Market dollar share for the month of June 2006 (Sources: Golf Datatech (U.S), Sports Marketing Surveys (U.K.))
***Global Market Share % change YTD 2006 over annual 2005 (Sources: Golf Datatech (U.S), Sports Marketing Surveys (U.K.), Yano (Japan)
About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
Taylor Made Golf Company has led the golf industry’s technological revolution since the company was founded in 1979. TaylorMade metalwoods, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group. adidas Golf footwear and apparel is the choice of hundreds of professional golfers around the world. Learn more about TaylorMade-adidas Golf and its brands at (800) 888-CLUB or www.tmag.com, www.taylormadegolf.com, www.adidasgolf.com, www.maxfli.com or www.rossaputters.com.
Contact:
TaylorMade-adidas Golf
John Steinbach
Tel: 760.918.6330
eMail: john.steinbach@tmag.com
