Adams Golf had a great run 15 years ago, before the current boom in golf. The Plano-based company, which makes hybrids, was a favorite of many PGA Tour players who used them off contract. They disguised the clubs by using headcovers that were made by brands they had been paid to use. Adams Golf also produced innovative woods as well as irons, wedges, and putters. In 2012, TaylorMade acquired the company for $70million.
In the years that followed, Adams Golf technologies, ideas, and designs found their way into TaylorMade golf clubs. However, the brand slowly faded away. Until now.
Adams Golf, which is owned by TaylorMade, has announced that it will be rebranded. This includes a brand new logo, new clubs, and a direct-to consumer sales strategy. Adams Golf’s target market includes the many new players that have joined the game in the past three years. It also includes younger golfers (27 per cent of new golfers will be aged between 18 and 34 by 2020) as well as golfers who are re-discovering the sport. Adams does not make boxed sets or focus on clubs that improve your game. The goal is to sell well-made clubs that have the same technologies, features, and benefits as higher-priced equipment, but at a cheaper price.
The buying habits of golfers have changed over the years. Adams is now a brand that’s available online to those who prefer to shop. Adams’ drivers, hybrids and irons will not be available in golf shops. Individual clubs and complete sets are available at adamsgolf.com. All come with a 60 day money back guarantee.
The new Adams Idea line-up for 2023 will include both left- and right-handed models.
