Wednesday, November 12, 2014

'Playbook 3.0' - TaylorMade-adidas Golf Company Restructures Product Division

Adams and TaylorMade product teams strategically aligning to provide equipment solutions for golfers of all skill levels

(Carlsbad, Calif.) – TaylorMade-adidas Golf Company (TMaG) CEO Ben Sharpe announced the restructuring of product teams across the TaylorMade and Adams brands as part of the company’s ongoing rollout of its “Playbook 3.0.”  The move follows the company’s decision to move the Adams business from Plano, TX to Carlsbad, CA to optimize efficiency and ensure product alignment. Long-standing TMaG veteran Sean Toulon will oversee all aspects of product design for TaylorMade and Adams with Josh Talge managing all strategy and product lines.

Sharpe, appointed CEO earlier this year, conducted an initial 100-Day Assessment that included a thorough review of the four brands through meetings with staff, retailers, consumers, Tour Professionals, and the media.  TMaG’s executive team used the assessment to develop the “Playbook 3.0,” which is based on three pillars: understanding golfers’ needs, developing innovative products to address those needs and redefining product distribution.

“History has proven innovative product drives the market; so we realigned resources to ensure innovation was at the core of all new products,” said Sharpe. “The recently launched RSi Irons have produced a strong response because of the innovative Face Slot technology and later this week we will unveil a second product that has our Tour players feeling invincible.”

The new structure is designed to ensure innovation remains the cornerstone of product development, producing bold new products that address golfers’ needs.  Sean Toulon, EVP, Product Creation, understands what three decades of innovation looks like, as he began his TaylorMade career out of founder Gary Adams’ garage.  He has been intimately involved in the brand’s greatest success stories including the Burner series, R-Series, the first white driver; Rocketballz and SLDR.

Josh Talge, VP of Global Product Strategy will leverage his packaged goods experience at Procter & Gamble to ensure TaylorMade and Adams equipment are clearly differentiated and address specific consumer needs.  Talge assumes leadership for full product line management for all product categories across both TaylorMade and Adams brands.  His team is responsible for global product strategy including: product line management, revenue and profitability, category and product positioning.

TaylorMade-adidas Golf Company (TMaG) is a global-leading manufacturer of golf equipment, apparel and footwear.  TMaG features four leading brands: TaylorMade, the #1 Driver and Irons in Golf,* Adams, the #1 hybrid on Tour, adidas Golf, a leading provider of athletic apparel and footwear for golf, and Ashworth, a brand synonymous with the game.

*#1 Driver in Golf claim based on combined 2014 wins and usage on the PGA, European, Japan Golf,, Champions and LPGA Tours, as reported by the Darrell Survey Co. and Sports Marketing Surveys, Inc. # 1 Irons in Golf claim based on 2013 Golf Datatech On & Off Course Retail Market Report. #1 Hybrid on Tour claim based on 2014 Adams hybrid usage on the PGA, Champions, LPGA, European, and Tours, as reported by the Darrell Survey Co. and Sports Marketing Surveys, Inc.

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