Friday, March 8, 2013

TaylorMade-adidas Golf Reaches Record Sales in 2012

Sales increases in key categories such as metalwoods, irons and footwear drive growth for the world’s biggest golf equipment company

(CARLSBAD, CA) – TaylorMade-adidas Golf (TMaG), which develops and markets high-performance golf clubs, balls, footwear, apparel and accessories, recorded sales of over $1.7 billion in 2012, making TMaG the biggest golf company in the world.  With sales up 20% on a currency-neutral basis, 2012 marked new record sales for the company.

In 2012, TMaG further strengthened its position as the world’s best-selling metalwood brand with a +21% increase in that category, which consists of drivers, fairway woods and Rescue clubs. TMaG likewise experienced significant growth in the iron category with an increase of +32%.  In the U.S., which accounts for around half of the company’s global sales, TMaG’s metalwood market share in dollars was 47% and its iron share was 25%.*

Rounding out its portfolio of growth categories, TMaG saw significant sales gains in footwear (+19%), golf bags (+47%) and other golf hardware (+48%).

TMaG’s industry leadership in metalwood adjustability produced a variety of category-leading products in 2012, including the highly sought-after R11S driver, which gives golfers the power to change the club’s performance characteristics to customize the club to their swing for increased distance and accuracy.  Also, innovations like the Speed Pocket in 2012’s line of RocketBallz fairway woods and Rescue clubs have likewise contributed to the remarkable popularity of TaylorMade metalwoods worldwide. The Speed Pocket, in conjunction with a faster-flexing clubface, allows many players to realize tremendous distance gains in an industry where improvements in club and ball performance are typically measured in one- or two-yard increments. The extraordinary demand for RocketBallz metalwoods fueled TMaG’s record-high fairway wood sales last year.

“We’re extremely proud that we’ve again reached record sales in 2012, especially given the competitiveness of our industry,” said Mark King, TMaG CEO and President. “Our success starts with an intense focus on developing technologies that promote significantly better performance in our clubs, balls, footwear and apparel. That makes professional golfers want to use them, especially those who play on the world’s six major golf tours --the PGA, European, Japan, Champions, LPGA and, which gives our products invaluable exposure and credibility among consumers.

So far in 2013, TMaG initial sales have been strong, anchored by highly effective tour activations of TaylorMade’s R1 driver and RocketBladez irons, and adidas Golf’s adizero footwear.

* Dollar share; verified by Golf Datatech LLC, an independent research firm that’s the golf industry’s leading source of data on retail sales, inventory, pricing and distribution of golf products in the U.S. and Europe.


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