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Adams Golf – 5 Years From Now

Just a few years ago, the name Adams Golf was synonymous with a brand that used technology and innovation to push the envelope in the creation of lines. The image was that of larger club heads, specifically hybrids that offered maximum forgiveness.

On March 19th, 2012, the landscape of the brand changed forever when the golf segment (TaylorMade) of adidas purchased the Adams brand for approximately $70 million. adidas Group CEO Herbert Hainer at the time said “The proposed combination of Adams Golf and TaylorMade-adidas Golf brings together two highly complementary sets of brands, combining Adams’ focus on game-improvement as well as senior and women golfers with TaylorMade-adidas Golf’s focus on the younger and the low-to-mid handicap golfer.”

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Just over 2 years later and the announcement came that the adidas Golf Group was shutting down the Plano, TX headquarters of Adams and consolidating that with their Carlsbad, CA offices. In doing so, clearly there would be some employees that suffered the brunt of the refocusing.

adidas Golf is not the only group to make changes, but when you are on top of the totem pole, it does get noticed a bit more. As the 2014 year moves towards the off season for many, and announcements for 2015 begin to come out, the question remains what will consumers see from Adams Golf moving forward in the next few years.

What made Adams Golf great? Was it Barney Adams entrepreneurship that led the way? Was it the leadership of Chip Brewer, who served as CEO of Adams since 2002? Was it the research and development team including Michael Vrska? Adams was still on the board at the time of the sale in 2012, however Brewer and Vrska had previously left the brand.

THP is asking you, the golfer, where would you take the Adams Golf brand? More importantly, where do you think adidas Golf will take the Adams Golf lines and with a refocused effort, can it keep the lines as separate as they originally wanted?

Fast forward five years from now and tell us, where do you see Adams Golf?

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Josh Babbitt

http://thehackersparadise.com

Josh is the Publisher of The Hackers Paradise and co-founder of THP Media with his wife Morgan Babbitt. Together they share a passion for golf, and they travel the country in the THP Tour Van bringing their love and knowledge of the game to golfers everywhere.

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9 Comments

  • To me, it sure feels like the Adams name will be used to low price starter sets of clubs sold at nongolf specific retailers and big box stores.

  • Thought provoking article.

    If I was leading Adams, I believe I would retain the name under the TM umbrella and focus on hybrids and SGI iron sets using hybrid technology. Drop the drivers and get back to what they are truly known for. It’s pointless to battle for sales with TM in the driver market.

    I think hybrids and SGI ironsets could compliment in areas where TM doesn’t excel.

  • I think the Adams line should focus on their core competencies and drop the rest of their lines. To me, those core competencies are the terrific hybrids and women’s mid priced sets. I can’t tell you when the last time I saw a guy in my area playing any Adams clubs other than a hybrid. That tells me their market share in the male dominated sport of golf is too small to compete. It’s a little sad to think that maybe in 5 years, Adams may not exist at all.

  • I am confident that Adams will be gone in five years if not less. I just don’t see them regaining the small market share they once had.

    I understand they have a nice stable of PGA and Champions Tour guys, but collectively they have done nothing. I just don’t see enough exposure to keep them a float.

  • In 5 years, Adams, if they are lucky, will probably only have the hybrid and hybrid/iron combo sets on the market. Adidas will look at the bottom line. The technology in the Adams line will be migrated over to TM lines and Adams clubs will fade away, just like Hogan, MacGregor, Ram, etc.

  • I was hoping TM would divest of Adams. They’d have done the patent grab they wanted, so they could bleed the R&D pipeline and then turn them loose. Now it appears that TM will have effectively just killed them off to stamp out another competitor. The owners had to know this is coming when they sold out.

    I suspect Adams will retract from making full lines. I suspect they’ll be hybrids only or maybe some specialty SGI clubs (e.g. wedges).

    I’ve never had much personal luck with Adams clubs, but I’m sad to see its current trajectory. I thought an independent and strong Adams was good for the consumer, as well as for golf.

  • I think TM bought up Adams to eliminate another competitor. They couldn’t compete with the success that Adams had with their Fairway woods and particularly hybrid technology. I’m afraid Adams, which I’ve used for years, will go the way of Maxfli irons. Thanks for the clubs Barney, your missed already.

  • It will be a piece of history that we will discuss before five years. I cannot speculate on the motives but know that Adams will not be a focus in a building where Taylor Made sucks all of the air out of the building.
    It joins Spaulding, MacGregor, Tommy Armour,Lynx and a host of others.

  • Interesting article and question.

    Like Cookie, I feel you will see a primary focus on hybrids and SGI clubs by Adams under the TMAG umbrella for the next two to three years.

    As for five years out? That remains to be seen, but I think the two segments I mentioned will have to have at least one breakout product to sustain the line.

    I suppose hybrids have the best chance of doing that, but I think consumers for the most part will remain loyal to their preferred OEM when going the hybrid route, unless Adams somehow comes up with a revolutionary hybrid.

    A tall order, but there are some great innovative minds at TMAG, so anything is possible.

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