coverstory
Adams Golf continue to #OwnTheSecondShot as they unveil the All-New Tight Lies and Tight Lies Hybrid
With the launch of a new Hybrid with Tight Lies technology as well as the new Tight Lies Fairway woods, the makers of the #1 Hybrid on the European and PGA Tours sets its sights on growing its retail share by ‘owning the second shot’
has experienced in Europe over the past two years. If 2013 was a breakthrough year for the brand in Europe, then 2014 has been something of a landmark year. The signing of four-time major Champion Ernie Els, the success of the Tight Lies fair- way wood and the launch of the Pro series of Hybrids as well as becoming the number one hybrid played on the European Tour has continued the momentum of the brand as Adams set about it’s movement to ‘Own the Second Shot’ in golf.
T
Retailer Focused “Adams is a brand on the rise and it’s our job
to capitalize on the brand’s momentum. There’s a real opportunity for retailers and professionals to get behind a brand that offers genuine product technology and category leadership in both Hybrids and Hybrid iron sets” said David Pritchard, the new Head of Adams Golf in Europe. With realistic stock commitments,
transparent product life cycles and tour validation, Adams offers the perfect mix for retailers. “There is little doubt that 2014 has been
David Pritchard, the new Head of Adams Golf in Europe
challenging for the golf trade, but despite all this, Adams has grown its metal wood market share and exceeded the level of sales performance from 2013. It is the kind of momentum that will appeal to pros in what continues to be an unsettled marketplace” added Pritchard.
here are few, if any, other brands that have enjoyed the growth and buzz surrounding them that Adams Golf
Not only will Adams products make the
game ‘easier’, the company’s aim is to make how they do business with the trade ‘easier’ as well. “The product range is very tight and focused around the second shot, equipment used from 250 yards and in, so we are looking for lovers of the brand; people to get behind it and sell it through. We want the retailer to feel comfortable with the amount of stock they have and enjoy the support they will receive by working with the leaders in hybrid innovation”. A major pillar of this support will be
extensive marketing to drive consumer awareness, including promotion through digital and print media, point-of-sale, PR, press coverage and also Tour visibility and validation. “The offering from Adams Golf continues to
get stronger year on year. We’re excited about the future; engaging with more golfers and working together with more outlets across Europe to enjoy even more success” commented the Head of Adams Golf Europe.
Award-winning #1 Hybrid on Tour Having led the Hybrid counts on the PGA
Tour since 2008, Adams secured the European Tour #1 spot in 2013 and the goal is to replicate that success at retail. The launch of the new Tight Lies fairway woods and hybrids plus the success of the Pro Hybrids and new Idea promise to yield an even greater market share as the
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