adidas sells TaylorMade to Private Equity Firm
News

adidas sells TaylorMade to Private Equity Firm

adidas sells TaylorMade to Private Equity Firm

We’ve just received word that TaylorMade CEO, David Abeles, has sent an email to employees notifying them that adidas has sold the company to KPS Financial LP, a New York-based private equity firm.

Clark Shultz at Seeking Alpha is reporting that the sale price was $425 Million. “The terms stipulate that half of the deal price will be paid in cash with the remainder in a combination of secured note and contingent considerations.”

The Adams and Ashworth brands are also included in the sale.

According to Abeles’ email, KPS “is committed to the continued growth and development of our brands, business and people.”

Abeles adds:

Over the course of the past 12 months, I have personally come to know the leadership team at KPS and, like TaylorMade, they have talented people with strong professional values who share our vision. I couldn’t be more thrilled that they have chosen to acquire our company.

Today’s announcment, that tTaylorMade will be joining KPS, marks the next step in our journey together, a stepping stone toward realizing our mission and vision, and for all of us, an exciting new chapter.

The letter also includes a message of thanks to adidas for its 19 years of support:

This is a great moment to reflect on TaylorMade’s journey as part of the adidas Group. Being a part of adidas, since 1998, has been an incredible ride. Over the past 19 years TaylorMade has grown to become the innovation and performance leader in the Golf Industry, and has strengthened its market share position in all categories during this period.

Our remarkable growth was made more possible because of adidas’ belief and support. I would like to thank Kasper and the wider team in Germany for everything they have done to help us be successful. We look forward to working closely with KPS and the adidas Group over the next several months to insure [sic] a smooth transition for TaylorMade. We are targeting Fall 2017 for an official close date and change of ownership.

As one chapter closes, another one begins. So this is also the beginning of a new and exciting phase in our company’s history.

Word of the sale comes on the heels of the company’s announcement that it has signed Rory McIlroy to a long-term endorsement deal. It’s safe to assume KPS was involved in the negotiations.

While we can’t be certain what happens next, we expect major changes will take place once the sale is complete.

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Tony Covey

Tony Covey

Tony Covey

Tony is the Editor of MyGolfSpy where his job is to bring fresh and innovative content to the site. In addition to his editorial responsibilities, he was instrumental in developing MyGolfSpy's data-driven testing methodologies and continues to sift through our data to find the insights that can help improve your game. Tony believes that golfers deserve to know what's real and what's not, and that means MyGolfSpy's equipment coverage must extend beyond the so-called facts as dictated by the same companies that created them. Most of all Tony believes in performance over hype and #PowerToThePlayer.

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      KM

      7 years ago

      They stole it for under 500 million, in 2012 1.3 billion in sales 2013 1.2 billion, they are going to have to break it all down and start all over, many layoff will occur.

      Reply

      FTWPhil

      7 years ago

      Some of you “know it all’s” should have your own blog.

      TM is almost a joke at customer service right now. There is no meat on that bone. I’m not sure how the employees feel, but from the retail side of the phone calls it is very poor representation. Bob is about the only person that I can trust with my orders. I would much rather use the B2B to order equipment.

      My rep says KPS is good at ops, and logistics. I hope this helps.

      Reply

      CrashTestDummy

      7 years ago

      Not sure how this is going to affect the company. Hopefully, they know how to run it, keep Taylormade moving forward by innovating, and making good equipment. Sometimes I have seen private equity firms take over companies and really degrade the brand to where companies went from premium brand companies to generic brand companies.

      Reply

      Brock Walter

      7 years ago

      Adidas was checked out last year, this will be better for the company

      Reply

      John Fatte'

      7 years ago

      Golf needed TM, but they needed it as a subsidiary of a sports company like Adidas. I’ve never bought a TM product other than a cheap putter, but I’ve always had great respect for the Adidas brand. it was the very epitome of quality over the last 50 years. The very fact that Adidas could not make TM successful is all you need to know. There is no way that a PEF will come in and turn things around. It’s only costing them about $ 225M in cash and I’d bet the terms of the note are tied to profits. Adidas wanted to get rid of the company as fast as they could and without a sports company to buy it, they made this deal which tells you that things were getting worse rather than better. The really perplexing thing is why they would sign with Rory for that kind of money which does nothing for improving the state of the “brand”. It just yells elitist and not for me or any other golf enthusiast. I would really like to see the TM brand prosper because competition breeds better products – just look at the turnaround at Callaway. Quality products throughout their entire line.

      Reply

      Dave Allshouse

      7 years ago

      OK declining get industry may have been too broad and general leaning toward unfair. The proper phrase I should have used is an industry with challenges and barriers to entry such as time required to complete and cost . These elements could have forced economic challenges on the company which could have a negative impact on sales and revenue growth. My apologies.

      Reply

      golfraven

      7 years ago

      Slow news week, snore ?
      Just kidding. We will see how it will all play down. Obviously TM will still produce golf gear and we will see over time if they will slow down the release cycles. I would suggest they start with an re-org at the marketing department and put more capable folks to write up their marketing strategy.

      Reply

      Marty G. Michaud

      7 years ago

      I’m sure Taylormade will be just fine in the long run, . . but I have to admit, . . I’m a little disappointed for the break up of Adidas and Taylormade. But best of luck to each of them. I’ll stay with Taylormade as long as they continue to make great products/equipment.

      Reply

      Larry

      7 years ago

      What will happen to the current staff of Tailormade? In South Africa particularly…

      Reply

      Geo Golfx

      7 years ago

      So Adams and Ashworth will probably be sold off. Wouldn’t be shocked if Rory is a part of that “equity firm”. The timing is too suspicious . Who knows, 2 or 3 more years, they may get eaten up by a big box store – something that’s happened time after time again.

      Reply

      Ralph Strongis

      7 years ago

      Good point. I suspect both Rors and Tiger are likely Limited Partners in the PE firm’s fund (not technically part of the firm itself, but as an investing partner will own equity through the fund)

      Reply

      Stevegp

      7 years ago

      Well, the sale of TM finally happened. I have been following this story of Adidas attempting to sell for several years. I’m really curious to see where it goes and its effect on the golf industry.

      Reply

      Paul Marshalek

      7 years ago

      New drivers are all 75% off again

      Reply

      Geoff Morrison

      7 years ago

      Never trust a equity firm in the golf business. That’s what happened to Golfsmith. The group that bought them sucked out millions of dollars in management fees and scrapped them as soon as they had taken their investment back out.

      Reply

      Connor Gagnon

      7 years ago

      Not so much that it’s declining, its more or less just capped. Just so little room to make clubs better

      Reply

      Jody Woodward

      7 years ago

      A little karma here. Taylor Made crashes the industry only to crash themselves.

      Reply

      Brian Adams

      7 years ago

      Was adams golf included or is that company done?

      Reply

      Rodney Winken

      7 years ago

      It seems to be a lot of uneducated people on this forum. If you look at the history of the PE firm, they do nothing but invest to grow each of their acquisitions. They are heavily invested in manufacturing as well.

      Obviously, they have invested heavily in their first decision with the signing of Rory, so there is a very small insight into the way this will roll out. KPS are going to invest significantly in TM. Now with people who seem to have an interest in golf, I would be worried if I was the other golf brands.

      Reply

      Tony Covey

      7 years ago

      This is an interesting observation. I did some digging into past KPS success stories, and I find two common themes, refinement of manufacturing processes and expansion or markets.

      I’m not sure how much can be done on the manufacturing side. Unlike Waterford and the bottle manufacturer it turned around, TaylorMade doesn’t own its manufacturing facilities. It does have a ball plant which could be used to do more with the tour ball, but otherwise, the heads, the shafts, basically everything that goes into a golf club is done overseas.

      As far as the expansion of markets thing goes…it’s intriguing and there are several plausible manifestations. Perhaps there’s a big push to make inroads into emerging golf markets. India, South East Asia, places where golf is growing.

      Perhaps we see a push into the premium tier. Recent iron releases suggest TM is already trending in this direction, but it would take some clever marketing to position TM as an alternative to PXG and premium JDM brands within that market tier.

      Finally, it could go the other way. Big box retail. Wal-Mart, Costco, etc. Perhaps not great for brand perception among serious golfers, but it could boost sales. One school of thought I heard was that whatever the absolute specifics of TM’s role in the creation of what became the K-Sig, it may have been seen as a way to make inroads into Costco.

      Unlike some others who predict KPS will infuse a significant amount of cash to bolster the business, I don’t see that happening, because, quite simply, I don’t know where you spend it. TM already has one of the largest R&D budgets and it’s already making among the best products in golf. It has one of the largest (if not the largest) marketing budgets in golf, and it has the strongest PGA Tour staff. Its headcount is also the largest in Carlsbad Despite all of these things, the company has lost significant market share in the metalwood and irons category over the past several years (and lost 300MM in the process). In simple terms, it’s doing less with more.

      I expect deep cuts will be made, and probably not long after the transition of power takes place. The Rory McIlroy signing looks great now (I think it’s a waste of money), but the money to cover the cost of the deal is going to have to come from somewhere, and unfortunately it’s probably going to come, in part, through a significant reduction in headcount.

      My guess this is reduced and rebuild situation.

      Of course, the eventual course set by KPS could be none of the above. As others have mentioned, private equity doesn’t have the best track record in the golf space, so it’s definitely going to be interesting to see where this goes.

      Reply

      Rodney Winken

      7 years ago

      You make very good points, but as someone who worked in manufacturing for many years, there is significant savings to be made in cleaning up production processes, removing red tape, freight consolidation can also results in significant savings +$200M. KPS may even invest in their own manufacturing plants allowing costs savings, greater production output and full control of all processes.

      I’m sure there was also significant costs being associated with a company as big as Adidas as well, especially when they publicly announced that Golf is not their focus.

      I have no doubt there will be personal cuts, but I don’t think they will be to the level in which people are expecting. I’ve never been a big fan of TM product (I’m a PING man) but there is no chance they are going to disappear or end up in Costco.

      Time will tell, but I feel the golf industry needs TM around whether people hate them or not.

      Ellis

      7 years ago

      Interesting insight Tony. You’re spot on in that TM has a large R&D department, significant PGA Tour presence and a very large marketing budget. Given all those factors, the company has been bleeding for some time (Probably well over $50 million/year) and one has to wonder where it ends. I can see the Ashworth and Adams be sold off for some profit, however small, but TM is a different animal. Iron sales haven’t been strong in this country and unless the focus turns to developing markets as you suggest, this is going to be a long and bumpy road for TM in my view.

      jpball

      7 years ago

      I’ve been the managing partner in an M&A advisory for nearly 20 years and while a number of our clients are the best PEGs in the world, PE doesn’t necessarily do well with consumer brands. Sports Authority, EMS, Spaulding, and many others come to mind. The issue seems simple enough to me; loaded up with debt, some company profiles remain largely unaffected by consumer cycles (seasonal, product, brand, etc). However, those companies most affected by risky consumer behaviors cannot service the debt load during difficult periods, no matter how many times they might be re-capped. PE’s rigorous focus on managing risk and securing high yields on capital often run contrary to the risk profile necessary to succeed in consumer goods – especially categories like sporting goods equipment.

      The TM brand is one of the strongest in the segment, and yet, I worry we are seeing the beginning of the end.

      Reply

      Will K

      7 years ago

      Like Raymond C. I was a corporate Exec for 30 years. If TM couldn’t manage to kill themselves KPS will. Venture Cap firms don’t know diddly about running companies, let alone golf companies. They strip out cost (and quality with it) then sell to some other unsuspecting VC firm. They make money but it’s effectively the end for TM

      Reply

      Sean Bunnell

      7 years ago

      And they just promised Rory 100mil for the next 10 years

      Reply

      David Spinks

      7 years ago

      425 million
      Crazy

      Reply

      alan

      7 years ago

      Another sad day for golf.
      I do not love or for that matter hate TM, but when a golf company is acquires by a hedge fund, it is clear sign that another nail has been hammered into the coffin !!
      Adidas, at least, was a sports conglomerate that had some understanding of the end users, fans, pros, amateurs, venues, etc, but an industrial PE firm is primarily focussed on generating profits.
      Yes, one can argue that TM has been following the wrong strategy/approach to selling golf equipment for some time and “”deserves” this fate, BUT, it weakens an already weak sport.
      golf club equipment sales were down year over year, rounds played were down, more gray hairs are giving up golf than “First Tee” neophytes joining, etc.

      The key metrics are moving in the wrong direction If you think watching the PGA tour on the Golf Channel is an accurate depiction of the health of the sport, you are wrong. Golf manufacturers are only one dimension of the game but this event reminds me of the canary in the coal mine !!!!

      Reply

      Larry Townsend

      7 years ago

      Alan got it right I was in the golf business for 43 years and so happy I was able to leave when I did. Just the reports I heard from the golf show in Orlando will give you some modest amount of concern for the future of the business. I am sure USGA IS happy with their TV contract with Fox Sports, not sure that Fox is. Larry T.

      Reply

      Matthew Carter

      7 years ago

      They paid too much

      Reply

      Steveo

      7 years ago

      To be honest Adidas have seen the light at the end of the tunnel & thought , it is not that bright …. goo business acumen fro those in charge @ Adidas …. hope TM vanish off the face of the planet for what they have done to all the smallish up & coming golf companies , they have created a monster that has now had its day … will not be sorry to see TM implode ….

      Reply

      Dave

      7 years ago

      Raymond – CEO? Where of exactly? A quick google search brings up nothing on your screen name. Methinks you’re a ranter who has a dislike for TM. Unless of course you have a different name to your screen name.

      Reply

      Bob Kendall

      7 years ago

      Call me swami but I predicted a sale price of $450 million about a year ago to a number of us in the business. I over valued TM slightly by about 4-5%.

      Reply

      wayne

      7 years ago

      Give them a year or so and TM will go the way of NIKE

      Reply

      Brian

      7 years ago

      TM will be fine. Adams and Ashworth will be shed. TM has 100 times the demand that Nike ever had. With proper management, they will be just fine. Nike NEVER generated any excitement or demand from the mainstream golfer and that killed them.

      Ronan Brophy

      7 years ago

      €425m for the business and Rory gets €400m from Taylormade, so he practically gets what the entire business is worth. Great deal rory??

      Reply

      Michael Horan Trackman

      7 years ago

      Definitely. ..I belive new owners were heavily involved in rory’s new deal over last 2 weeks!

      Reply

      Dave Allshouse

      7 years ago

      Have lost $$$ since 2012 and the Industry is declining, take the $$$ and run

      Reply

      Chad Mardesen

      7 years ago

      Wow! That’s only been for sale for like 4 years…

      Good buy though…relatively fair price, etc.

      They just need to clean house at the top now. But that never happens.

      Reply

      COGolfer

      7 years ago

      Unfortunately true. Cuts are made at the mid to low levels.

      Reply

      Anticipointment

      7 years ago

      A fair price? KPS just paid $425m to LOSE $100m a year. Strange deal.

      Reply

      Aaron Hoppe

      7 years ago

      Equity firm owned by Tiger,Day,Rory, and DJ???

      Reply

      springbok

      7 years ago

      insure…lol. TM’s grammar is as good as their management.

      Reply

      Mat Tisdale

      7 years ago

      I hope this doesn’t change things, I love their project A golf ball.

      Reply

      Greg Mackey

      7 years ago

      It’s an equity firm. They will scrap R&D, and milk the brand name for every dollar it’s worth. There only goal is to show a return on investment, they don’t care about golf.

      Reply

      Graham Upshaw

      7 years ago

      Might wanna do some research into KPS. They aren’t the gut and overhaul type equity firm. I’m intrigued to see where this goes.

      Reply

      KM

      7 years ago

      Taylormade had a good run, it’s all downhill from now on in, they are DONE!

      Reply

      Frank Pipolo

      7 years ago

      Like Raymond said, its a pump and dump. I have worked with quite few PE’s and there are a few that do have a soul, but at the end of the day it becomes making a profit.

      Reply

      Large Chris

      7 years ago

      In private equity terms, 425 million, not all of it in cash, while not exactly chicken feed, is not a whole heap of money.
      Nor should it be, considering how much TM have overpaid on sponsorships. I have to think, in light of the Woods and McIlroy signing, that this is more of a vanity purchase, opening up a whole lot of hospitality / sponsorship opportunities for their other businesses in tour events.

      Reply

      Ron Deo

      7 years ago

      100% NOT a “vanity purchase.”

      PE firms don’t do vanity, esp those with $5.7B under management…they manage other people’s money. And those limited partners are not in it for vanity, they are in it for return on invested capital.

      All endorsement deals are merely part of their overall marketing spend and fit within the broader context of their budget. The P&L still works with those endorsement contracts or they would not have done them (esp while they were running a sale process))

      Reply

      capecodbeachfrontgolfer

      7 years ago

      The pricey endorsement deal with Rory seems ill-advised. More and more the golf playing field is being leveled with new players coming in at a high level immediately. A dominant player’s reign may only be for 1 season… or less. And then you have the top players conserving energy by picking and choosing when and where they want to play. Endorsement deals lead to players being less ‘hungry’. They often target only the events with most visibility and eventually their game suffers.

      Reply

      Harold w

      7 years ago

      Hope someone at KPS knows the secret handshake it takes for this business.. after 49 years in this business you will find there is one.

      Reply

      Fran

      7 years ago

      Personally, I couldn’t care less about what KPS does with the TM brand. TM was ruthless with their competitors. They bought up the competition and then destroyed reputable brands like Maxfli and Adams. This isn’t the same type of sale but if a company shattering reorganization happens, tough toenails.

      Reply

      David

      7 years ago

      It would be great if Taylor made enjoyed the success and the rewards it deserves for the years it has screwed the golf business and the trade.hopefully it will take its great competitor Callaway along with it and the two dissapear of the planet

      Reply

      Doug

      7 years ago

      Obviously not a golfer but if you are you must be a chop to hate both TaylorMade and Callaway. You probably play with Northwesterns or still hickory.

      Mike

      7 years ago

      What is wrong with you people? Taylormade owns golf, if Taylormade goes under, golf as a whole will lose big time!!

      Reply

      Bob

      7 years ago

      Hahaha…”owns golf.” If I needed to lose $300M over 3 years to own golf than I don’t want to own it at all. Although companies like Ping and Srixon lack the sales numbers at least they make money. It’s a marathon not a sprint.

      Tony Covey

      7 years ago

      I’m not sure what metric other than ‘number of tour players it pays to play its clubs’ you can use to justify any notion that TaylorMade currently “owns golf”.

      By way of retail numbers, TaylorMade trails Callaway in metalwood sales, iron sales, wedge sales, putter sales, and ball sales. That’s every category. Using those same metrics and prefaced with ‘At best…’, it additionally trails Cleveland and Titleist in the wedge category, Titleist in the putter category, and Titleist and Bridgestone in the ball category.

      This actually speaks to what I think is at the core of TaylorMade’s issues. The market has changed, the pyramid of influence is not nearly as top heavy with the tour as it was just a few years ago. A growing number of golfers now understands that tour usage comes down to who pays the most. We understand that raving reviews by tour players are little more than pre-manufactured marketing statements – you can credit or blame the internet for that.

      If we want it, most can find a launch monitor, so to a degree, we’re more able to separate the reality of individual club (and ball) performance from statements like “The #1 Driver in Golf.” TaylorMade has failed to adapt to this reality. It’s in-part, why it has lost 300MM over the last 3 years. Look no further than its social media channels…these are tools that, from a business perspective, gives brands an incredible opportunity to speak directly to the consumer. Instead of leveraging that to anything near its fullest potential, TaylorMade continues to talk about the tour and itself, while seldom if ever talking to or about the golfer.

      Harold w

      7 years ago

      Now we have, what 25or26 new drivers to look at. Start saving the wife’s money for driver after driver.

      Reply

      Raymond CHASTEL

      7 years ago

      I’ve been a top CEO of Major Large US Multinationals most of my business life (I ‘ m 83 now ) .When you’re sold out to a Private Equity Firm ,it’s for them the mission to pump up the profits of the Company which is disposed of .Then when the profits have gone up they sell you to another Private Equity Company with a big profit ,and so on .
      Basically they kill the company by squeezing non essential activities such as RD and E and Service ,and by laying off all the non essential personnel .You can say that from now on it’s a dead company .
      Poor chaps ,they didn’t deserve such an awful fate

      Reply

      cgasucks

      7 years ago

      So that means TM will be a Dick’s house brand 5 years from now??

      Reply

      Scott McDonald

      7 years ago

      I thought they were a Dick’s house brand!

      MIgolfer

      7 years ago

      Having worked for a company that was wholly owned by a PE firm I can tell you that they will be hands-on in turning around the financials at TM. Look for some significant changes in the near future.

      Reply

      cgasucks

      7 years ago

      Now I know where the money came from for Rory’s equipment contract as Adidas couldn’t possibly afford it to such a money losing company.

      Reply

      Peter

      7 years ago

      This seems to be a very low valuation of TAYLORMADE.

      Reply

      Carolina Golfer 2

      7 years ago

      I had long heard it would be a PE firm versus a golf company. For those in the know of such matters.

      What do you think this means to the day to day running of the company and how it’s managed going forward. Does the CEO usually stay in place…etc.

      Reply

      Tony Covey

      7 years ago

      Impossible to know what’s going to happen, but the reality is that TaylorMade has lost in the ballpark of $300MM over the last 3 years (~50MM last year). It’s lost a substantial amount of market share in both the iron and metalwoods category (more than can be offset by modest gains in putter and ball), and its footprint is larger than most of its competitors. All that’s before we talk about the reported 100MM commitment it just made to Rory McIlory.

      By nearly every account changes need to be made.

      Reply

      new stuff!

      7 years ago

      well that would all depend on how hands on the KPS Financial LP wants to be… a quick look at their current portfolio shows that they seem to be specialize in mostly industrial manufacturing, only retail I see is home furnishing. Not really seeing comparable companies where they would draw on their synergies. Maybe the head guys really like golf and thought it’ll be really cool to own a retail golf equipment company. Looking at their website, I hope they don’t get too hands on and let Taylormade operate on their own. We all know what happened to Sears in the hands of Eddie Lampert, who bought the company then made himself the chairman and CEO.

      Reply

      joseph dreitle

      7 years ago

      This isn’t hard to figure out. Adidas tried to peddle it to another company in the business and got no takers which says a lot. So, they got some private equity guys who got it really on the cheap, will cut the hell out of R&D, layoff lots of people, reduce the product line and time frames, and hope the the golf trend comes back in the next 3-4 years. If it does, they will try to cash out and take it public or sell it to someone else. If not, they haven’t lost all that much cash. It’s Wall Street.

      Raymond. Chastel

      7 years ago

      Dear Mrs Carolina ,See what I wrote above .I ‘m not all optimistic with what’s going to happen, to them .I pity the people within the company .The CEO of TAYLOR MADE is going to get a huge bonus for the fancy words he has written about the new shareholders .After that he will leave and retire ,his Pocket full..

      Reply

      Robin

      7 years ago

      Slo your roll Og

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