The golfing arm of Adidas, Taylor Made-Adidas Golf, is relaunching.
Taylor Made-Adidas Golf is launching its new look at the USPGA Championship this week. It is based around a new series of drivers called metalwoods, which are being used to reposition the company as the supplier of golfing equipment to serious players.
The company’s new white and black logo has been developed by Peter Moore – the man who created the Nike “jumpman” logo for basketball star Michael Jordon and updated Adidas’ three stripes logo.
Taylor Made-Adidas Golf European marketing manager Robin Gibson says: “We want to get back to the true heritage of the brand and focus on the serious, competitive golfer.” Adidas purchased Salomon Taylor Made at the end of 1997 and merged Adidas Golf with Taylor Made Golf. Gibson says until mid-1999 the company had expanded into different areas of golf equipment, diluting the core values of the brand in an attempt to steal custom from its rival, Calloway.
He adds that although the company is targeting professional golfers, he hopes this will have a knock-on effect and appeal to the mass market.
A new TV campaign featuring Adidas-sponsored golfer Ernie Els, the world’s number two player, will appear early next year along with a press campaign and new point-of-sale material.
Marketing spend will increase by 10 per cent next year.
The brand has spent about &£1m on TV advertising in the UK, Germany and Sweden so far this year.