Adams Golf 2013: A Sign of Things to Come?

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Written by: Tony Covey (@GolfSpyT) - Some of you are probably finding yourselves a bit befuddled. Adams…releasing new product? And what interesting new product at that. That can’t be. I thought TaylorMade was going to destroy them.

I know. (not really…but I’m playing along)

Many were absolutely certain that TaylorMade would make quick work of the Adams brand. Either shut it down, or turn Adams into a boxed-set, game-improvement factory. All products suitable for sale at Wal-Mart. Roll back those prices. Either way, Adams’s days as a ‘ real’ golf company were over.

Yeah…about that. Not so fast.

No doubt TaylorMade has, and is facing a series of challenges trying to integrate the Adams brand into the TMaG (or is it TMaGAG now) family. Certainly there are obstacles to sustaining two successful brands without having one crush the other’s toenails. Thing is - all roadblocks are obstacles, but not all obstacles are roadblocks. One way or another they’re going to figure this out.

We’ve heard just about every cynical explanation for why TaylorMade decided to purchase Adams Golf. We’re probably responsible for one or two of them. Maybe they thought they could kill their biggest threat. Maybe, as I heard recently, they bought Adams to make a lawsuit over that SpeedSlot in the RocketBallz go away. Both are plausible.

It’s also completely plausible that TaylorMade looked at the numbers and realized that there’s a metric boatload of money to be made in owning Adams Golf.

$70 million…that’s petty cash.

When you can expand your empire for pennies on the dollar, you do it.

While Adams was always talked about in the context of how big they could be IF they had the money to spend on marketing, it turns out that even without a TaylorMade-sized marketing budget, Adams wasn't just getting by. As a brand, they were Movin’ on Up. I’m talkin’ George Jefferson style.

Momentum: Adams Golf By the Numbers

The team at Adams shared some pretty interesting data with us, and the numbers suggest TaylorMade would do well to put on some steel-toed boots, or at least let Adams be Adams.

  • New, All-Time High on Brand Purchase Intent Measure: More golfers are considering Adams products now than ever before.
  • Interest in Adams has grown more than any other brand: Up 12% since 2010 – Up 48% since 2006.
  • Purchase consideration for Fairway Woods, Iron Sets and Wedges are at all-time highs: Iron set consideration has passed Nike, Cleveland, and Cobra
  • Adams remains the clear leader in hybrid iron sets: More that 3-1 advantage over 2nd place. That 2nd place company, it’s TaylorMade. So you right there.

Out of all the data we were shown, the numbers that really jumped out at me are the market share statistics for off-course sales of irons.

With a 12.1% cut of the iron market (Golf Datatech) Adams trails only TaylorMade (23.2%), Callaway (17.9%), and PING (15.2%). They’re positioned well ahead of Mizuno (7.8%), Titleist (6.4%), Cobra (4.5%), Nike (3.2%), and Cleveland (2.8%).

And then of course there’s the hybrid thing. Adams is the #1 Hybrid on the PGA Tour. Adams have more hybrids in play than Callaway, Cleveland, Cobra, Nike, and PING…COMBINED.

We all know the PGA Tour is still what sells clubs. Adams sells a lot of hybrids.

Killing off Adams would be, in the words of my 2 year old, silly business. TaylorMade doesn't do silly.

An Intro to Adams Golf 2013

Early this week we received a quartet-sized sampling of new 2013 products from Adams. While I haven’t hit them yet…and while we’re at it…THIS ISN'T A REVIEW, what I can say is this:

They’re Just Super

Thus far all indications are that, moving forward, Adams will be consolidating their lineup under two names. While there are clear similarities between the new Super S and Super LS woods lineup; including velocity slot technology in the drivers (consistency), Cut-Thru sole technology in the fairway woods and hybrids (ball speed), and of course, white crowns across the board (visual acuity/enhancement), looking at the clubs side by side, it’s clear that Adams has two distinct audiences in mind.

The Super S Series

The Super S series is positioned more towards the game-improvement market. Products in the Super S lineup are designed with forgiveness in mind. They feature longer, lighter-weight shafts, larger (or larger-looking) heads, and just so you know what’s what, red Speedine or Super graphics on the crown.

Like similar upcoming drivers from Cobra, Nike, and yes, TaylorMade, the Super S features what Adams calls FastFit technology. It’s an all-lofts-in-a-single-head design that allows for 1° adjustments from 9.5 to 11.5 degrees.

If we’re drawing comparisons to other brands (and we always do), the Adams offering is the most restricted of the multi-loft heads, but that’s probably not a negative. When you consider the target market for the driver, an 8.5° setting is unnecessary; although one could argue that bumping up the maximum loft to something in 13° range might offer some benefit.

Unlike the driver Speedline Super S Fairways and Idea Super S hybrids are not adjustable, though slot technology persists through the entire lineup.

The Super S certainly looks to be one of the larger hybrids on the market today. For guys who like a big-headed hybrid in the mold of the Idea A12 OS, the Super S should fit the bill just fine. To me, it looks as much a small fairway wood as it does hybrid. Honestly, I don’t love it, but I’m the record as being a small hybrid guy, so who cares what I think.

The driver and fairway woods come stock with a Made For Matrix Radix S shaft (50g in the driver, 60g in the fairway). The hybrids come stock with a lightweight-by-hybrid-standards Matrix Kujoh (75g) shafts.

MSRP for the Super S lineup is 349.99 for the driver, $249.99 for the fairway and $199.99 for the hybrids.

Super LS Series

I suspect the majority of equipment snobs (like you…yes you…the guy in the green hat with the soul patch) will be more interested in the Super LS series. The LS Series is clearly designed with better players in mind. The head designs are more compact. They’re engineered to deliver less spin, and just in case there could be any confusion, Adams used a muted gray (not red) as the accent color on all the crowns in the LS series.

It goes without saying that the Speedline LS is the product that’s going to generate the most interest among our readers, so that’s what I’m going to focus on for a couple of minutes. Indulge me, friends. You know I love a good Adams LS story.

While many (including Adams) might argue that last year’s Fast12 LS was the follow-up to the legendary 9064LS, I didn't see it. To my eyes anyway, the Super LS is finally what a true nextgen 9064 is supposed to look like.

While both new drivers are 460ccs, at address they are anything but similar. The Speedline Super LS is being billed as very low spin (compared to the Super S), and it definitely looks the part. When sitting side by side, it appears much smaller, and more compact than the Super S. It’s a deep face lover’s dream…and a very happy dream at that.

While 3 distinct heads (8.5°, 9.5°, and 10.5°) are available, the LS is loft adjustable (1° in either direction in 1/2 degree increments), lie adjustable (upright), and even length adjustable (45” or 45.5”). We heard plenty of complaints about the adjustable 9064LS compared to the glued version. For better or worse, glue is so yesterday at Adams. I say leave it at 45” and just go with it, man.

Super LS Fairways

Unlike the Super S Series, LS model fairways are adjustable (loft/face angle, length, and swing weight…just like the driver). The decision to go adjustable in the LS Fairway is perhaps the most interesting discussion point in the entire Adams 2013 product line.

In speaking with various OEMs, we've been told that, due to the compact head size (compared to a driver), there is a performance cost inherent to using adjustable technology in a fairway wood. It’s the reason why Callaway’s upcoming XHot isn't adjustable, and I suspect it’s also the reason why TaylorMade’s RBZ series fairways aren't adjustable either.

Whether Adams found a way to overcome previous limitations (Cut-Thru Technology or a Titanium face), or from the conspiracy theorists viewpoint; this is TaylorMade’s way of ensuring that an Adams FW won’t outperform the one with their name on it, I can’t say. I’m sure people will be happy to speculate.

Speedline LS Hybrids

Like the traditional woods, visually speaking, the Super LS and Super S Hybrids are worlds apart. While neither is what I’d call compact (think Adams Idea Pro a12), the Super LS is a mid-sized hybrid very much in the footprint of the TaylorMade RocketBallz. By comparison, the Super S is much larger, both from heel to toe and front to back.

Adams is billing the Super LS as their best hybrid to date (I’ll be the judge of that, thank you very much).

According to Tim Reed, VP of R&D for Adams Golf, “This hybrid will more than replace the hybrids current in the bag; it will have golfers questioning if they need a fairway wood”.

Clearly I’m ahead of the curve as I've been questioning the need for a fairway wood for years now. I feel like I should have been consulted sooner on this.

I’m being honest, while I don’t notice the crown graphics; I do find the velocity slot in the crown a bit distracting. Of course, should the LS hybrid prove to be all that Adams says it is, I’m sure I’ll grow to love it.

Like what I’m starting to think is nearly every other new wood  on the market today, the Speedline LS and Super LS series (including the fairway wood and hybrid) come stock with Mitsubishi Rayon’s Kuro Kage (60g Driver, 70g Fairway, 80g Hybrid) shaft. That thing is seriously in everything this year.

MSRP is $449.99 for the Speedline LS Driver (Ouch) and $349.99 for the Fairway Woods and Hybrids (Ouch again).

The TaylorMade Influence

I’d be completely full of something other than Holiday Cheer if I told you that I didn’t see a clear aesthetic overlap with TaylorMade’s lineup. Straight from the mothership is that matte white crown that’s become part of the TaylorMade identity. Toss in a black PVD face…man, something’s really familiar about all of this.

Even the new Speedline Super crown graphics are more similar than they are distinct from the upcoming R1 and RBZ Stage 2 drivers. Everything about the crown aesthetic feels like a collaborative effort. Not that there’s anything wrong with that.

Some of the marketing around the Speedline Super lineup…white making the head look larger and thus inspiring confidence, contrasting against the black PVD face to aid alignment…yada, yada, yada…is basically right out of the R11 sales manual.

We've heard it before, and I’m sure the consumer feedback will be the same. If you like the white, or let actual performance dictate your purchases, you’ll probably try the Super Series for yourself and determine whether or not one or the other fits you equipment needs (or wants).

If you don’t like the white, you’ll rant about how no ‘real’ golfer would ever play a white club, and how TaylorMade has completely ruined golf. You might even comment in this thread under a few different names and have a full-on conversation with yourself (yeah…we know about that). And the rest of us will be bored listening to you because we've heard it all before.

Moving on…

What Does it All Mean

It’s fair to say we’re scrutinizing the 2013 Lineup from Adams a bit more than we would if TaylorMade wasn’t involved. For those who wish to speculate further on the future of Adams Golf, I would politely suggest that while we can make inferences based on the Super Series, we don’t have the complete picture…yet.

So far, when looking side by side at what we know about 2013 from TaylorMade and Adams, what I see are two lineups that are, to borrow TaylorMade Golf CEO, Mark King’s word, “complementary”.

With the Super S and LS lineups, Adams appears to have the edges (game-improvement and low handicap or at least low spin) covered. For its part, TaylorMade, despite some assertions to the contrary, in my opinion has succeeded by riding the middle. They haven’t explicitly targeted the best amateur players, nor have they aggressively attacked the Super Game-Improvement Market. They own the middle ground, and that’s where most of us pay our rent.

We've heard that TaylorMade wants to better position itself with the 0-4 handicap market; what I suppose you might call the Titleist Crowd. It’s an interesting play, and one we’ll be in a better position to evaluate once we’ve seen the marketing literature for TaylorMade’s 2013 lineup (and beyond).

Some of what we've heard suggests that TaylorMade and Adams could eventually develop a relationship similar to that of Cobra and Titleist prior to PUMA’s acquisition of the former. Essentially Adams could become the innovation arm, and ultimately the feeding ground for TaylorMade.

I think we’ll see a little of that (Adams Mission Statement bills the company as “the industry leader of innovative, easy-to-hit products for all golfers”), but I also can’t imagine a plausible scenario in which TaylorMade focuses on that 0-4 market to the exclusion of the middle. It’s not going to happen.

It’s About What Happens Next

Thus far it looks like the two brands are playing nice, but what Adams has announced so far is admittedly safe. I've told you about the woods. There’s also a new set of Super S hybrid irons, which are right out of the Adams wheelhouse (and about as far away from TaylorMade’s traditional strengths as it gets).

Nothing we've seen so far comes close to stepping on TMaG toes, but because they’re predictable...and safe, the new products don’t give us any real indication of how this TMaG-Adams thing will ultimately play out.

Known product cycles suggest 2013 should be the year that Adams releases a new set of blades (or blade-like irons). The Idea Pro a12 irons and hybrids are also due for a refresh. These are precisely the products that could not only cause market friction with TaylorMade’s #1 demographic, they’re also products which better service that 0-4 crowd than most anything in the current TaylorMade lineup.

For its part, will TaylorMade finally release a true low-spin driver head? Will they release their own set of true blades to compliment the upcoming RocketBladez Tour irons? Will a compact, peanut-style hybrid find its way into their lineup?

The point is, despite any talk about targeting the very best players, there are still holes in the TaylorMade lineup, particularly where those low handicap players are concerned. They are holes which Adams could naturally fill through the evolution of existing product lines. That is, of course, if TaylorMade allows them to do so.

Whether Adams is left free to evolve those types of products, or instead, we see similar products emerge with the TaylorMade logo, will provide the clearest answer to date as to how exactly this relationship is going to work.

It’s not about this set of releases – even if it looks really, really good (which it does). It’s all about the next one.

Tech Overview and Full Performance Specifications for the new Super Series (including the Super S Irons I barely mentioned) are available at the Adams Golf Website.

The Very Huge Adams 2013 Super S and Super LS Gallery

About Tony Covey

Tony is the editor of mygolfspy. His coverage of golf equipment extends far beyond the facts as dictated by the companies that created them.

He believes in performance over hype. #PowerToThePlayer

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{ 41 comments… read them below or add one }

john December 19, 2016 at 10:15 pm

What year did Adams make the crown black on the super s fairway woon? Thanks.


RAT August 22, 2013 at 9:18 am

Just to remind everyone-The club designer that helped make Adams is BACK with WilsonStaff and they are producing some great new equipment with the Fg line .2014 will be a big year for them. So go play Staff!


Dave August 22, 2013 at 12:19 am

I have an Adams Super LS 9.5 Stiff that was prescribed for me and find its the hardest driver I have ever tried to hit. Distance achieved is poor compared to others especially when the face is slightly shut resulting in a slight pull/draw. These usually go for miles but with this club seem to go nowhere.

Obviously not the club but my ability to us it I guess but usually I find drivers the easiest club to hit.


Matt McCollum April 23, 2013 at 9:01 pm

I had almost the same thing happen to me but with the Adams Super S irons. I went to my favorite golf shop that still had my numbers on the test moitor from last year and tried out 4 differant iron brands. Cobra was of course my first choice, then they set me up with a Mizuno iron they built just for me and I also hit the newest Exotcis irons and finally I said just for kicks let me try the Adams out. Well I did not care much for the Exotics, the Mizuno was okay but did not feel just right, the Cobra felt great in fact I almost stopped testing and bought them but to be fair I wanted to hit the Adams Super S.
Well I did just that, hit the Adams and all I could do was say WOW did I reallly just do that! I hit it perfectly with a slight draw which I never do. So, I teed up another one and yep same shot shape with more distance. After around 15 hits I went back the the Amp Cell and asked my wife to watch my swing and the results. I was hitting both irons with a draw yet the Adams stunned me when every hit was on average 12-15 yards farther plus they feel like a dream in my hands kinda like cutting through butter with a hot knife, they were that smooth. To end this tale lol I walked out fit with my new Super S irons and I am still in shcok I ddid not buy the Cobra Amp cell irons. Cheers all!!!!


dave bamford April 23, 2013 at 2:26 pm

I had an extensive custom fitting recently at an independent clubfitter’s shop (e.g., not golfsmith, just saying) — all the new 2013 drivers were on hand in the shop. The fitter was going through the measurements and tweaking shaft flex and weights — we fit irons and woods, and I was getting pooped from swinging by the time we got to drivers. We were bouncing back and forth between the Ping G25, and TaylorMade R1 — both these clubs were great. My clubhead speed barely touches 100mph, and with these drivers I was carrying nearly identical distances, ranging from 235-250 yards on the monitor (calibrated to sea level, not at the altitude where I live). My current driver (a frankenstein custom build I put together myself) was only showing 205 or 210 on the monitor by comparison, and all my shots were clustered on the left-edge of the fairway (I was testing using my usual draw set-up). My current driver was bad, I knew it, which shows I shouldn’t make my own clubs, ha — but I was still surprised by the difference in the new clubs and properly-tuned shafts. In fact as I was hitting the TaylorMade 3Wood it was proving more consistent (and almost as long!) as my current driver. So yeah, the driver was in bad shape.

We just about had the TaylorMade locked in, when for some reason I decided to try the Speedline LS. Holy cow. I carried two drives in a row 265 yards (yes, CARRIED) and dead on the center-line, with the same draw setup that had my current driver landing in the rough. Did I mention I was tired? I hit a few more, and with a deadpan understatement the clubfitter says: “I think I’d put you in that driver right there”…

Of all three drivers that were in the running, I actually liked the muted black finish on the Ping the best, but the off-white and gray on the Super LS is very classy-looking. The lettering seems almost ghosted into the paint, it is very subdued. I loved it. I wanted to marry that dang driver, but I just can’t spend near $500 on a single club. Ouch. I actually thought the TaylorMade clubs were the most visually distracting in the bunch — lots of lines, angles, dark red and black on white is very irritating to me. I did hit one of the Adams Super hybrids and I didn’t like the red on that one very much either, though it might be a little more muted.

My solution was to go buy a used Adams Super LS from last season on the internets. :-/
I sooo want this 2013 Super LS in my bag, but I will have to pick up a used or very fire-sale version after this season is over. Sucks to be a poor golfer, huh!

Any of you guys out there who actually have a budget owe it to yourselves to give the Super LS a serious look. I am completely sold on it, at least in spirit if not in budget.


Rick Emerson January 14, 2013 at 2:54 pm

I was at golf smith Thursday and the Adams Rep was there. I Got to try the new Super LS. It was fantastic. 9.5 stiff straight out of the box with like perfect launch numbers. I’ve always had issues with two much spin and this rectified it. Now I just need to find a way to get the money for it.


jmiller065 January 8, 2013 at 11:32 am

Well, it is official the old Adams identity for a “sleeper” type of equipment, something that doesn’t look flashy but flat out performs is dead. I personally think TMaG has made a big mistake making the Adams line have the white crowns, and that is not because I hate white crowned clubs let me explain a little.

I got into the Adams brand looking for something that was on the cutting edge of technology but at the same time wasn’t marketing and trying to sell equipment based on bling or looks, they were selling clubs on performance only in my honest opinion. I loved the idea of a high performing club that looked like a trash can or anything else, I’m after that “sleeper” club like i said above. Something no one has heard of and doesn’t expect to be good. I feel that there are a lot of people out there that feel the same as me they don’t want all the bling they would play a 5 year old driver if it fit them better then anything that is brand new. We are not after impressing our friends with paint or fabricated distance gains, we are interested in taking the money out of their pockets during the weekend games. i like having a mixed bag personally as people probably think I’m some kind of broke no one that can’t afford the “good stuff”. Lets face it, I like to be low key and simplistic in life and I like my equipment to look the same. That is where I feel Adams golf thrived and had a great hold on the market share.

For me with a simple thing as a white crown we instantly went from something low key to flashy and bold, completely opposite as to what the Adams brand had become known for and built over the previous years before the buy out. I see a TMaG club sitting there with different labels on the brand and model, this is RBZ Stage 2 really nothing more in my eyes just different paint job. I’m sure someone will try to argue that point but I mean this new line from TMaG, I mean Adams has the buying company all over it.

RIP Adams as we once knew you, the under rated “sleeper” of the golf equipment world.


andrew January 7, 2013 at 3:07 pm

i have loved adams golf ever since i bought my first titanium driver in 2004(?) – i know, i know, who the f still swung persimmon in 2004, but hey, i was a little old school and ALOT poor.any way i picked up a 9* stiff gt 410 for maybe 50 bucks at dicks (or was it galyan’s then) and man did i realize what i’d been missing. i always liked the fact that they were a small company that put alot of dollars into r&d, so you got technology for your money, not necessarily big player contracts. anyway, i still play an adams a2 3 hybrid, and almost bought adams irons over my ci7s (wich i absolutely love) but the price on the staffs was just too good. adams clubs are always at the top of my list whenever i try new things (or used things), and i seriously cant wait to swing this years stuff- a new 9064? i’d save my pennies for that one for sure. that being said, i’m not sure what to think about the tmag deal, as i’m sure it’ll take a couple years to fall into place. i’d like to think it would work out as adams being the innovation wing and tm being the volume leader, but im not sure tm would sit for a year on any new developments adams comes up with… i like the adjustability, and the color scheme is actually kind of cool, but how about an option? white or… not white? that might help differentiate the brands, and keep the humbugs happy, too. we’ll see, i guess…


Alberto January 4, 2013 at 10:47 am

Okay, so we get the picture. Lots of TM influences here, but that in itself is a blessing, in other words it hasn’t killed Adams off. And long may this continue to be the case!

For some time now I have owned a set of Adams Idea Pro Gold irons, with the True Temper Black Gold shafts. It beats anything TM has ever come out with in the “better” player category.

One question I have and maybe Tony you can help here. What about Yes! putters? Any news regarding these? Was anything said when you met up with the Adams guys?

I myself have two Yes! putters and I will never trade them in. And they are sooooooo much better than that white Ghosty stuff from the TM lineup!! It would be good to get an update on them as they are, IMHO, amongst the very best putter manufacturers in the world. I honestly believe they could have much more presence on the worldwide golf Tours, if only they had the milions to spend on player sponsorship contracts.

Best regards and keep up the excellent work.


Troy Vayanos December 30, 2012 at 2:48 pm

You can definitely see the Taylor Made influence looking at all of the Adams new drivers.

I’m amazed at the increase in popularity of their products as I don’t see a lot of golfers using them on the golf course. I realise i’m only one guy but I see plenty of Titleist, Callaway, Ping and everything else but not Adams.

Still they must be doing something right for those numbers to be increasing so much.

I like the idea of having two different types of drivers for two different skill levels. Having choice is always a good thing with technology in golf and Adams are right on the money here!

Thanks for the review


Will December 28, 2012 at 11:21 am

I’m sad they don’t have a second shaft option on the LS… I’m wondering if it will be an option when you order it… Adams is much tougher on the “custom shaft” offering, and one of the main reasons I was considering the 12LS was because of the BLACK TIE option.


Dave m December 28, 2012 at 9:08 am

Pretty cool stuff…. Ok tm everyone knows you are the white driver company… Why not at least offer it in classic black…. U would sell even more!!!


John Barry December 27, 2012 at 1:20 pm

That S on the clubs should stand for SEXY, because they sure look good!


RAT December 26, 2012 at 4:15 pm

Explain CT please


Matt W December 26, 2012 at 10:19 am

The Super S look like a loft adjustable version of the Speedline Tech I have in the bag time now…..with a new paint job. I’ll need something more compelling to make me switch. I’m highly interested in the Super LS hybrid, but again…it looks like lasts years XTD with a wider top slot and a new paint job. It would have to offer a marked improvement over a already awesome hybrid. Why buy this years when you can get last years model for half price? The biggest selling point for Adams hybrids….other than they rule….is they will bend them 2 degree up or down lie angle.


Ward December 26, 2012 at 8:20 pm

Sensible perspective. I would agree that the 2012 model may well match 2013 and without the trying too hard graphics that seem better suited to snow skis than club heads. If the 2013s are somehow a leap forward in performance I would be headed to the paint shop for a proper refinish before putting them in the bag.


Rich December 22, 2012 at 7:16 pm

Hate the graphics, won’t even look at club with them, bad move ADAMS.


Kygolfer1980 December 22, 2012 at 6:40 am

The new headcovers are sweet… I have always been an Adams fan.


Tour Model Golf December 21, 2012 at 12:11 pm

U.G.L.Y. You ain’t got no aliby, you’re ugly! I have always enjoyed Adams proiduct and I’m sure they will perform but YUCK!


Steve Wirbal December 21, 2012 at 4:04 am

I was checking the iron specs. I’m concerned there doesn’t seem to be a gap wedge.


TwoSolitudes December 21, 2012 at 12:27 am

Love the headcovers.
But oh how I wish they didn’t have white heads. It looks to me like the fist steps of the Adams brand identity loss have already begun.


Super Tuna December 20, 2012 at 10:16 pm

As I said many times in many places, that LS driver will be mine. Iffy on the rest of the line until I hit it. A successor to the 9064LS though? Pure win.


RAT December 20, 2012 at 9:15 pm

Saw one and hit it,sound is a little improved , looks like a hard to swallow pill and doesn’t hit any better or further that previous models. Don’t waste your time on this junk!


Dailygolfdeals December 20, 2012 at 6:31 pm

The new clubs look really good, but I’m not a fan of the crown graphics. Definitely can see TM’s influence. The msrp’s are pretty steep, I hope the street prices are a least $100 less otherwise it will be hard justifying buying them.


AJ December 20, 2012 at 3:38 pm

Because NIKE will the number ONE in golf TM (Adidas) need to keep Adams as a viable business in its own right so they can sell it off when the profits are falling from the Nike domination. You know how it works, shareholders and all that.

What, to blunt? Sorry I’m Australian.



gunmetal December 20, 2012 at 8:08 pm


No shot of that happening. As long as TM keeps paying “whatever it takes” to be declared #1 driver in golf, they’ll stay there. Their endorsement strategy is absolutely genius: “Pay a crap ton of cash to ANYONE and EVERYONE on ANY tour.” With Nike tying up Rory, their strategy is different: “Pay whatever it takes to get top ranked players”. Unfortunately this strategy forces them to use such a big amount of their endorsement money on 2 players. What Nike is paying Rory and Tiger, TM would be able to pay 10 or 20 “good” players. Therefore, they win the driver game. Always. Despite whether or not the Covert is a viable option, which I’m sure it will be.


Alex December 26, 2012 at 8:27 am

Rory is supposedly going to be playing the Covert. I honestly do not see this happening, but for that kind of cash we shall see.


Bryan W December 20, 2012 at 3:06 pm

Just my opinion here, so, read on if you like. Complementary = Compliments them to a T!
One thing is for sure – Barney Adams is simply a genius! The genius he is, has also made him very, very rich – thanks to Taylormade. I was informed that Barney sold the velocity slot patent to Taylormade and I bet he laughed all the way to the bank – and good for him! I too was actually starting to favor the Adams brand lately, with a purchase of a Super Hybrid XTD – 2012 model. The hybrids are good for sure – no doubt about it. I love mine a trust it every time. I also just picked up a CB3 iron set, as the deal on them was too good to pass on – and now I know why – I bet Taylormade must have discounted them (subsidizing costs as usual.)
Without being “Captain Obvious,” and as stated in the review above, the new 2013 models shown have Taylormade “marketing” and “graphic influences (compliments)” on them – and I absolutely hate it. Why ruin a ‘great looking club head’ with those stupid graphics! Not all are favorable of them ya know…


smhgolf December 20, 2012 at 2:31 pm

Great review T! I’m definitely a part of the group who has become a fan of Adams over the last few years. I played the F11 driver in 2011 and had a lot of success with it. My guess is the price tag on this 2013 lineup has to be in part mainly because of TM’s influence on Adams Golf, and they’ve done a nice job making the clubs look like a higher-end product. Any idea when the release dates are on the clubs? I’m looking forward to getting my hands on these and getting some test numbers!


GolfSpy T December 20, 2012 at 2:33 pm

Both the Super S and Super LS lines will be available in late January.


Brian December 20, 2012 at 2:20 pm

Let’s get these on the range and see how they perform – if they test out fine, we can always change the paint job or cover up the graphics (e.g.


Wolf December 20, 2012 at 2:06 pm

Does anybody have a notion as to the headvolume of the fairway woods?


David W December 20, 2012 at 1:52 pm

I’m looking forward to hitting the hybrids and 3W. I’m not a fan of my G20 fairway or hybrids but I love my Fast 10 3W.


Gkatshoots69 December 20, 2012 at 12:57 pm

I have to say that I love Adams Golf. I currently hit the Speedline F11 and I won a Speedline Tech driver from MGS, Thanks!, which hasn’t even seen a golf ball yet. I was waiting to put it in play until this coming spring and I can get it fitted but after reading this review and seeing the pictures I think I might skip hitting the Tech driver and go straight for the Super S. My speedline has been the best performing driver I’ve hit to date and I’ve gone through them all, Callaway, Titleist, TM, Cleveland, and I think as long as TM doesn’t do anything drastically to Adams I am hooked on their woods. Now if they can just lower the price I’d appreciate it!!


Bryan W December 20, 2012 at 2:57 pm

Not to worry, they will be discounted to susidize cost with a giftcard, or some other marketing sceme that TM does – with their flagship brand products… :-)


Jim Angkham December 20, 2012 at 12:22 pm

Nice review. Thanks for you comments and pictures.
The prices that you mentioned will kill off buyers. That is how you kill demand, and it’s products. Eventually, there will not be buyers left. Unless they are using this brand as a test to see if people are willing to pay more for a brand that they love.


Cobra nut December 20, 2012 at 12:21 pm

I was under the impression that TM is owned by Adidas, so it would be fair to say Adidas bought Adams golf after it bought TM? Ether way it is good to see Adams still making great clubs, looking forward to hitting these new clubs.


Brad Johnson December 20, 2012 at 12:00 pm

Do the new Adams drivers have the slot technology ?


GolfSpy T December 20, 2012 at 12:02 pm

If you look at the sole pics of the drivers you’ll see a fairly subdued slot just beyond the face. With the fairways and hybrids slot technology helps boost CT/COR while still keeping it within USGA regulation.

The same slot on a driver would push the performance past what the USGA allows. So what Adams is doing instead is using a shallower, narrower slot, while suggesting that the slot increases the size of the sweet spot (portion of the face where a reasonable percentage of COR/CT is still attainable).


Blu December 20, 2012 at 11:54 am

The Kurokage shaft is a great shaft, especially for a stock shaft offering. Do you know if the hosel is a 335? If 350 it is a tamed down version. From the pics the set up seems to be open, which is good. Stuff looks good to my eyes. I would like to spend a couple hours with a tub of balls to give them a real good test drive


GolfSpy T December 20, 2012 at 12:03 pm

Kuro Kage is real deal .335.


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