TaylorMade has dominated the metalwood category for a decade, achieved category leadership in irons in 2011, and currently is second in footwear. CEO and President Mark King expects continued growth in the footwear category to put the company on pace to overtake the top spot in footwear by 2015.
“Strong equipment sales combined with our growth in the footwear and apparel categories have us on track to surpass the unprecedented $2 billion sales barrier by 2015,” said King. “We believe the industry will rebound in 2014 from the 10% YTD drop in the U.S. metalwood market size and 6% drop in U.S. rounds played that have impacted growth in 2013.”
The company also continues to lead in the iron category, owning 27% YTD marketshare in the U.S. YTD iron sales growth was fueled by the retail success of RocketBladez and the recent release of SpeedBlade, a performance iron that delivers extraordinary distance and forgiveness. What separates the two iron sets from competitor sets is the Speed Pocket, a handle-bar shaped slot in the sole of the 3-7 irons that enables a large area of the face to flex and rebound at impact, resulting in faster ball speed, higher launch and better feel.
Other areas of growth include the most recent acquisition of Adams. In the putter category, TaylorMade saw a strong double-digit YOY increase based on Q3 global data, which can be attributed to the retail popularity of the company’s “counter balance” putter models, namely the Daddy Long Legs. In June, TaylorMade Golf ambassador Justin Rose won the U.S. Open playing a counter-balance putter – a moment that has helped translate into putter sales at retail.
Last quarter, TMaG announced 2013 was the second consecutive year the company recorded more than $1 billion in sales through the first six months. The company owns 38% of the metalwood marketshare in the U.S. YTD. Last week, company ambassador Dustin Johnson won the HSBC Champions in China playing TaylorMade’s SLDR, the No. 1 played driver on tour and No. 1 selling model.
About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of €14.9 billion in 2012.
About TaylorMade-adidas Golf
Headquartered in Carlsbad, California, TaylorMade-adidas Golf Company sells golf clubs, balls, clothing and accessories under the TaylorMade, adidas Golf, Adams and Ashworth brands. TaylorMade-adidas Golf Company posted 2012 sales of over €1.3 billion.
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