November 11, 2014

TaylorMade-adidas Golf Company Restructures Product Division

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.

About the adidas Group

The adidas Group is a global leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach/Germany, the Group employs more than 50,000 people across the globe and generated sales of €14.5 billion in 2013.

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 2013 sales of over €1.3 billion.

For more information or additional assets, contact:

TaylorMade-adidas Golf Global Communications

Heather Spears

Tel: (760) 476.8073