BREAKING NEWS! – Taylormade Buys Adams Golf (What It Really Means)

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Taylormade See's Adams Golf As Threat - So Why Not Buy Them

STOP!!! Please do NOT read the press releases about Taylormade buying Adams Golf. Yes…I know…you can find dozens of sites copying and pasting this info just about everywhere this morning (we even put it up in our forum). But you must resist. Why?

Because if you do read the press release you might actually come away believing that Taylormade Golf spent $70 million dollars to acquire Adams Golf because those inside TaylorMade-Adidas actually believe Adams is an excellent addition to the TMaG Empire. Look, press releases can be spun any number of ways, but they're always written to give you nothing more than the company wants you to have. That's not to say this one is full of lies and half-truths. There is certainly plenty of legitimate insight to be found between the lines. Take this eloquent blurb from this mornings' release for example:

"The proposed combination of Adams Golf and TaylorMade-adidas Golf brings together two highly complementary sets of brands, combining Adams' focus on game-improvement as well as senior and women golfers with TaylorMade-adidas Golf's focus on the younger and the low-to-mid handicap golfer." said Herbert Hainer, CEO of adidas Group, TaylorMade's parent company.

Well said, right? You read this and you might actually think to yourself…"yeah, you're right. Adams does well in areas that aren't particularly strong for TaylorMade (game-improvement clubs, equipment for seniors and women, and to an extent, hybrids). This IS a perfect fit".

It all makes sense, right? Well…if we were playing the card game "Bullshit", I would be calling Mr. Hainer out, and I think the probability of him chugging a cold chilly brewski is close to 100%. Nothing in the press release would suggest what we believe to be true; while Adams does do game-improvement clubs, as well as clubs for women and seniors very well, in general Adams also makes a better iron than TaylorMade, and their lineup of hybrids and woods is every bit a worthy competitor to TaylorMade's own lineup. As much as anything else, the 70 million dollar purchase of Adams Golf is about killing the competition before it starts.


While there are most definitely aspects of the TaylorMade and Adams lines that one could accurately be described as complimentary, TaylorMade doesn't need Adams Golf. The more we look at this, the more we see the acquisition as a square peg being crammed into a round hole. Their brands are more competitive than they are complimentary. This isn't about unifying a "complimentary sets of brands", it's about TaylorMade making a smart business decision. And as far as smart business decisions go, for TaylorMade, this one is a gimme from 2 inches; an absolute no-brainer.

Happy unification stories warm the heart, but here's how wee see it. As recently as yesterday, Adams Golf posed the single biggest risk to TaylorMade's empire. In the right hands, and with enough financial backing to challenge the TaylorMade marketing machine, the right competitor would have had a tremendous opportunity to challenge TaylorMade's King of the Hill status. We heard some pretty interesting possibilities for who the eventual buyer of Adams would be. One in particular, we believed, would have positioned Adams perfectly to make their move. But then TaylorMade stepped in.

TaylorMade didn't get to number 1 through dumb luck. There are some very smart people running the show at TaylorMade, and I'm willing to bet more than a few of them also believed that Adams Golf, with the right buyer, would be a potential threat. And so, rather than take the chance, TaylorMade decided to be the buyer. They spent 70 million bucks (TMaG pocket change) to eliminate a threat. Of course, it's also possible they just really wanted Kenny Perry back.

A Question of Innovation

There is Adams Golf as it exists today, and then there is Adams Golf as it could exist in the next 1, 2, or 3 years. Adams is a company known for innovation, and you can bet the pipeline for new Adams products is a long one. As we're seeing with the XTD fairway wood, even when TaylorMade makes a legitimate innovative step forward in fairway technology, Adams is the first, and perhaps the only, to offer a legitimate challenge to supremacy of the RocketBallz. Who knows what next years' technology might look like.

Rather than fight the same battle (along with accusations of stealing technology from others), why not spend a little bit of money to acquire the current technology, everything in the pipeline, and as a bonus, end all of the sniping over who invented what first. As far as the technology is concerned, a few have already suggested that this is a classic case of "If you can't beat them, buy them". Whether the motives are entrenched that deeply is purely speculation, but as I said, it must have been an easy decision for TaylorMade-Adidas.

While the merger is a done deal, it will take a couple of months for the relationship to be consummated. And It could very well take years for all the dust to settle, but we've already started to think about what the future looks like for Adams Golf. While this is absolutely a win for TaylorMade, for fans of the Adams brand, we think the probability that this is going to end well is extremely low.

Possible Scenarios:

Effectively Kill the Adams Brand (the Ben Hogan Scenario): It's not an outcome we're particularly fond of, but it's one we see has having the highest probability. In this scenario TaylorMade works the Adams product pipeline. They release some woods, a few more hybrids, and some irons, but nothing truly ground-breaking. You might even see the Yes! brand grow. The efforts, however, are all part of an end game to recoup the purchase price and perhaps make a little extra for shareholders. This model isn't about building the Adams brand, it's about total elimination of competitive risk. When the resources have been bled completely dry, the brand, now little more than a name, will be offloaded to a non-competitor (like a big box store).

Probability: 75%

TaylorMade and Adams Co-Exist as Separate Brands: Everything remains business as usual. Adams does what Adams does, and TaylorMade does what TaylorMade does. Both companies share technology and continue to innovate. Adams, backed with corporate dollars and improved marketing becomes one of the biggest names in golf. It's a win/win for everyone; both the businesses, and the consumer.

We'd love things to play out like this, but we don't see it happening. For this to work, TaylorMade would have to assume tremendous risk and take on a challenge that few have ever endeavoured to even try. Simply put, they would have to position Adams as the #2 brand in all of golf, while ensuring no part of the lineup becomes #1.

Think about it for just a minute. If I'm Mark King, or anyone else high up in the chain of command at TaylorMade, my one absolute rule is that we do nothing to jeopardize the status of the TaylorMade brand. My gear is always #1. What that means is that TaylorMade's equipment is always better than Adams's. If there's even a small chance that a piece of Adams gear could outperform equivalent TaylorMade, it doesn't get released (or it gets released with a TaylorMade logo).

How long would it take for consumers to get wise to this? If I know TaylorMade is always better than Adams, why would I buy it? And if the consumer isn't buying, why keep the brand around at all?

Probability: 7%

TaylorMade and Adams Target Specific and Distinct Market Segments: The press release hinted at this scenario. Rather than risk unnecessary competition between its own brands, TMaG shifts the focus of the Adams brand exclusively to seniors, women, and game-improvement in general. The technology that would otherwise have been part of Adams hybrids, fairways, and drivers, is absorbed into TaylorMade products. The Adams team continues to innovate, but the final products all bear the TaylorMade name and logo.

Though this model could continue forever, it's just as likely that this scenario provides a stepping stone to the first scenario. Functionally, it makes little sense. By keeping the brand separate, while at the same time only targeting specific market segments, you end up with two distinct brands, neither of which offers a full complement of clubs.

Probability: 5%

Adams Becomes the Proving Ground for New Technologies (The Titleist/Cobra Scenario): Not too long ago Cobra served as the proving ground for Acushnet's new technologies. Cobra, viewed as a brand for the everyday or average golfer would develop and release new technologies. Only after those new technologies were field tested would they be rolled into the Titleist clubs which have traditionally targeted the more accomplished golfer.

While this scenario makes a lot of sense given Adams position as an innovator, the probability of TMaG placing Adams in the Cobra role is small. The relationship between Cobra and Titleist worked because of Titleist's position in the market. In this case, both Adams and TaylorMade already have well-established lines for the average golfer. While Adams would have no problem sliding into a role as the innovation arm of TaylorMade, it would likely require TaylorMade to focus on a particular market segment. That's probably not going to happen, nor would they likely risk Adams being viewed as the more innovative of the two companies.

Probability: 3%

TaylorMade and Adams Product Lines Merge Under a Single Umbrella-ella-ella (the Rihanna Scenario): Let's be clear, this scenario would mean the end of the Adams brand. The club lineups would functionally merge with clubs from one side of the company addressing weaknesses in the other (though neither has produced a top-selling wedge in years), but it all happens under the TaylorMade name. It's a scenario I happen to like quite a bit, and one I believe has the potential to create the absolute single best equipment lineup in all of golf, but it's not necessarily simple to implement.

For this to work there would have to be a major streamlining effort. Both companies already crank out enough product for two companies as it is. When it comes time to trim some of the fat, you can bet corporate politics will be a major factor in deciding what goes into the lineup. Do you think anyone inside TaylorMade's current R&D team would willingly concede that Adams makes a better player's iron? Do you think the Adams guys would be happy about being told TaylorMade's driver is better?

Even if they tried it for a little while, like many of the other scenarios, this one likely ends with the extinction of Adams Golf.

Probability: 10%


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{ 81 comments… read them below or add one }

Tplonski August 20, 2015 at 11:50 pm

Forget the hype of Taylormade they’ve been pushing out gimmicks since the early 2000’s! The fact of the matter is you need a golf swing to make a club work. I played Taylormade until I was about 30 and then went and hit some Titleist…no comparison! Titleist doesn’t advertise clubs because they don’t need to! My Dad always said “If someone only builds one type of something they more than likely will be better at it than the guy who builds all kinds of shit”, I believe that whole heartedly. Taylormade is a marketing machine, they could care less about the products they offer. What’s popular sells, and what is the best, is for those people who pay attention to detail. Not that any of you reading this care, but even Tiger and Rory played the best clubs in the world until money got in the way!


The Rooster Man February 16, 2013 at 7:31 am

I have been an Adams fan and user for the past 14 years. I am 70 yrs old and play to a 4 from the whites, In my book as scratch amateur for over 30 years- Adams technology has proved to be superior in every way leaving everybody else trying to catch up. True- their marketing has not been great but their users are fiercely loyal, I see this more like an Hp / Compaq deal more than the similarities of Calif. / Texas.

TM has seen the future. It is my understanding that there was a potential legal matter of Rocket Balz infringing on an Adams patent and TM bought Adams settling out of court considerably cheaper. If this is true- and yes Adams agreed to it, Adams will have something to say about how their business is conducted in the future,
I found it quite odd that 5 years ago when Adams hired a Titilest driver designer to create the 9015 and 9016 prototype drivers ( I play one btw), that the tour players were scrambling to put these in their bags, A year later they were off the shelves and the Speedlines looked nothing like them and did not compare in anyway., This would indicate that this patent issue has been brewing for several years and there is significantly more than meets the eye now that makes Callaway and Taylor Made as the big cheese heads in the industry,
Only time will tell. I do hope that Adams can maintain their customer friendly service since it has been a bright light in this cut throat industry,
Just the way I see it.


Professor Boogerpants July 24, 2012 at 12:45 am

You all seem to be forgetting the fact that the Adams folks agreed to this… If they were really “one puzzle piece away” from wiping TaylorMade off the map, why would they sell themselves. This isn’t corporate greed, it’s business. If Adams thought they had a chance to become a bigger brand they would have kept at it. Judging by the price, it looks like the Adams people didn’t think too highly of themselves – so why should you? As far as I’m concerned TaylorMade paid 70 million for some great putter technology (Yes! brand) and got a neat free gift.


Mike March 24, 2012 at 3:55 pm

Having Chip Brewer go to Callaway may convince some of the engineering staff at Adams to follow suit. After all, Chip seems to have fostered the atmosphere that produced all the inovation at Adams. Yes, Adams will be gone in a few years and TMAG will continue to add 20 yards every six months (shouldn’t we all be hitting 1000 yard drives by now?), but Callaway may have come up with the best acquisition… their new CEO!


RON March 24, 2012 at 2:02 pm



Alberto March 23, 2012 at 2:24 pm

It’s a real shame. Adams makes some incredible equipment, both irons and drivers/woods/hybrids. In fact, their Speedline Fast drivers are simply excellent. Have demoed them in the past and they are really hot! In fact, might just get the latest offering from them before the demise. Also have the Idea Pro irons – wonderful set, with True Temper Black Gold. Now try finding some TM’s with that kind of spec! Fully agree with the comment that TM hasn’t made a quality players’ iron set in years. Okay, the TM fairways and woods in TP version are excellent products but that’s some price!! And it’s all marketing.

The pity is that not only will the Adams brand lose prominence in the market place, so too will Yes! Personally I have two of their putters and I wouldn’t trade those in for anything – not even Scotty Cameron and least of all TM putters. Again, that’s another area where TM will gain a lot of expertise. The TM putter line up is, in my opinion, not that hot, it’s all hype – Ghost this, Cosrza that, Spider etc – all just marketing hype and not much in the way of technology. Yes! would certainly improve the line up but I don’t see tham retaining the brand. As an example, look what happened when TM bought Maxfli. They gained the technology and quickly put the Maxfli brand on the Noodle balls and that was it. Although I must say, TM lost its way here for a while, the Burner TP balls oferring was very middle of the road to say the least.

In the end I hope I am proved wrong but the press release seems to say it all. Adams will be relegated to the higher handicap echelons of the game, while the technology will be used to improved the TP and players’ range for the TM brand. And I fear the same will happen to the Yes! technology. In the end the prices will continue to sky rockect and the marketing hype will continue to blurt out the wonders of TM! Adams golf (and Yes! golf) are basically dead……………may they rest in peace! But in the interim I shall be going hunting for an excellent driver/fairway woods/hybrids while i can still get my hands on these babies.


rev-swann March 23, 2012 at 11:56 am

This is the death of a great product line. Ironically, I play Taylor Made Irons and Adam’s Driver, woods, and Hybrids (and Cleveland Wedges not that it matters). I tried both the Rocketballz driver and the new Adams F12 LS and there was no competition for me. The other thing Taylor Made is going to end right away is that Adams offered almost all of their Drivers with alternate upgraded shafts at no additional charge. Taylor Made gets a huge premium for their so called upgraded shafts, which all they are doing is shafting their customers. I was an unofficial Adams Ambassador, I have sold more than 20 Adams Drivers and another 20 or so Adams fairway woods and hybrids to Seniors I play with through the retailer PGA Superstores in Atlanta. I personally will not do anything to help Taylor Made, not that it matters to a giant. It did matter to Adams.


Charlie March 23, 2012 at 5:12 am

All you have to do is look at Adams balance sheet for 2010 vs 2011 and you can see why TM wanted Adams. I couldn’t find TM balance sheet or any financial statements on line real quick but I would just imagine they are in some kind of financial trouble.

When you get as big as TM and want to remain #1 it takes a toll on capital because you have to SPEND CASH!


Vin March 22, 2012 at 9:31 pm

Oh, by the way… if Adams lives on at least they will have the money to purchase a better Gold Digest review…


mygolfspy March 23, 2012 at 8:00 am

I see your prediction coming true Vin…


Vin March 22, 2012 at 9:28 pm

Many years ago when Taylormade was Taylormade they made the best golf gear. Things went down hill, innovation ground to a halt (ignoring the marketing), so i found Adams. Adams gear is exceptional. All i can hope for is that Taylormade has the good sense to utilise and learn so that their clubs become exceptional as well. I am disappointed but their is always hope, i hope… Finally could the old Adams CE encourage the Adams engineers to follow him?


Tom Hanley March 22, 2012 at 6:51 pm

What a shame for Adams. I was an early adopter of their hybrid and game improvement clubs and they made the game a whole lot more fun for me. As I improved as a player I kept my core set of Adams irons, swapped out the 3 and 5 wood for a Cleveland hibore 2 hyrbid and a Ping G15 3 hybrid. I also switched out the Adams wedges for Clevelands. I have aPing G15 driver. My point? That like most golfers I mix and match clubs to suit my evolving game. I agree that Taylor Made will subsume the Adams brand, however what to do with the pros, especially on the Champions Tour who prefer Adams Clubs. I think TM has a problem there.


Sandy R.Karse March 22, 2012 at 2:31 pm

I agree with all of the articles that i have red on this weeks email broadcast. I hop that Adams will continued to survive and make high quality irons and fairway woods, hybrids, and drvers. best regards, Sandy R.Karse.


Ray March 22, 2012 at 11:20 pm

Spot on Sandy. The best thing no matter what they do is keep the employees, Unfortunately jobs get cut to consolidate any duplicity and to recover capital. Hit them well this weekend!


Henny B March 22, 2012 at 10:41 am

TM paid chump change to take out a competitor – plain and simple. They get the technology rights to all Adams products and then will incorporate them into TM products and dump the Adams name. Callaway did this with the purchase of Spalding and Ben Hogan (which was more for ball patents than Hogan clubs). TM knew Adams was building a better product and wanted to eliminate the competition. As was said earlier, TM wants to remain #1 and selling clubs with the Adams name, even though owned by TM, does not help them remain #1. Now if you’ll excuse me, I’m heading out to play my Hogan irons and MacGregor woods and wedges (true).


Ray March 22, 2012 at 11:10 pm

U go Henny B. Play well. Show the group what a good divot looks like :)


Gerry Teigrob March 22, 2012 at 10:38 am

Being an Adams Golf Fan I am not in favor of anything that would wipe out Adams Golf in the future. If that happens I will find another company I can be as loyal to as I was with Adams Golf. TaylorMade, while they are an ok club company is not my favorite company and I would not buy their products in the near future. I am a mid to high handicapper so I don’t see myself changing from Adams Golf loyalty unless TaylorMade does the unwise thing and puts them away like Ben Hogan. Then my loyalty is over. If I wanted to buy TM I would have already bought them…it depends how badly they really want us Adams Golf loyalists!


Nelson March 22, 2012 at 10:00 am

Any thought that with Chip Brewer going to Callaway, that this was simply a quick move by TM to prevent Callaway from acquiring Adams first?


Ray March 22, 2012 at 9:25 am

Simply put, Adams sold their company and Taylormade/Adidas can now do what they want. Usually the seller loses their name, UNLESS the seller name brand is a better recognized company. Who would have thought a bankrupt K-Mart would have actually bought Sears? Now both brands are in trouble. The golf industry has been over saturated for years, just like the car industry. Consolidation is needed? Better competition is needed with LESS dollars being thrown at the pros that brag about their clubs one season and then dump them a few years later because another brand throws more money at them. The consumer pays the price for that while the clubs are made in China. It’s ALL corporate bull-shit and I hit the ball just as well with clubs that are 20 years old now. I am a 2 hdcp that only gets to play a few times a year. That’s a “2” from all the way back. How did Al Geiberger shoot 59 on those sticks? How many people that throw money away on clubs have seen those clubs that Al used? When someone invents a good golf swing that can be bought off the store shelf for under a $grand$, that will be worth the money. all the videos and clubs will NOT help anyone that doesn’t work at their swing, putting and practice properly. How many buckets of balls can you buy with a $500 driver? Golf for the high hndcapper has always been about looking good on the course even if you cant even hit the ball at all. Dont think so? Take a good look at those so called celebrities and amateurs that play in the pro-ams and cant even get the ball off the ground. The game is about having fun and playing by the rules. For everything else you better have enough room on that plastic card. I am glad I broke my habit of buying the latest and greatest. I can actually open and close my golf club closet now.. LOL


Justin March 22, 2012 at 10:01 am

A kindred spirit! That’s why I went to component brands- same quality, lower prices and no bullshit.


Gregh March 22, 2012 at 8:32 am

I have it on good notice from at least one industry insider that does business with TM, that your first scenario should be 99.9% not 75%. Look for TM to do more of this.


Otis March 21, 2012 at 10:29 pm

What else do we expect? Business is business. If you can’t beat them, buy them.


RON March 21, 2012 at 7:49 pm



Dana March 21, 2012 at 3:56 pm

This is bad news for the consumer. I haven’t purchased TM massed produced garbage for over 20 years. I love and play with Adams irons and think they have come a long way in the druver catagory. TM is aken to IBM, Apple (they used to be the underdog) and Walmart.


Mike Honcho March 21, 2012 at 1:04 pm

SeeMore Putters, Scratch Golf, Fourteen Golf, Solus…better watch out. They’re smaller companies making or have made in-roads in the bags of pros..TM may get on the warpath for them. TM is like Ford buying up Volvo, Land Rover, Aston Martin, and Jag. Those purchases didnt work out so well for Ford or the brand they purchased. Beware ‘buying up the market’ as a strategy to improve your brand.


JMB March 21, 2012 at 12:14 pm

From a golf club customer/enthusiasts point of view – the whole thing is disappointing. But if you look at it strictly from a business point of view, TM hit – to use another baseball analogy – a grand slam home run. If the little guy’s high end/higher priced/higher profit (emphasis on higher profit) stuff is better than yours – if you can’t beat ’em, buy ’em. They’d be foolish not to try to roll the better stuff into their own lineup and make use of the assets they now own, but as RP says, EGO is a funky thing.

And the guys who run Taylormade – being smart businessmen (’cause TM wouldn’t be where it is if they were a bunch of dummies) – are going to do everything they can to enhance the brand of Taylormade. Not surprising they’re painting Adams as a leader in GI, ladies and seniors equipment – no way TM would damage their own brand by saying Adams makes really good clubs for really good golfers better than they do. Golf nuts like us know it, but MOST golfers out there don’t. Gotta believe TM uses its newfound technology and talent to make next year’s blades and CB’s pretty darned good. Or they don’t, and just kill a competitor. Either way, it’s good business. The first way is better business, though.

Give it 2 or 3 years and – as most here have said – the Adams name will either be a fond memory or a big box brand.


RP Jacobs II March 21, 2012 at 6:09 pm

JMB, you’re right, the next two-three years will tell the story..I’m really hoping that their players irons resemble the Adams lineage & not those God forsaken irons with bolts screwed in ’em…Oh yea, but they “feel” great!..What the hell?..Fairway’s & Greens 4ever…


Justin March 22, 2012 at 9:57 am

“Feel” is the marketing departments dream word, because it can’t truly be quantified, and only a tiny percentage of the golfing population have that kind of perception. That’s right up TMaG’s alley… they’ll beat you over the head with whatever it is they’re selling until it’s believed and bought, or forgotten when the next model comes out.


R. P. Jacobs II March 22, 2012 at 11:30 am

Yep, well said…Fairways & Greens 4ever…


rob.c March 21, 2012 at 11:32 am

shit this sucks, i just upgraded to pro a12 hybrids, i hope they last till the end of it all, someone should blow taylormade up, i hate their equipment, every wood i have tried is a slice machine for me and i naturally draw it, it’s weird as hell, plus their irons look like they are designed by the insane clown posse or some other group of shitheads on crystal meth. i wished titleist would have snagged them up instead. oh well, it can’t all be good i guess.


GolfSpy T March 21, 2012 at 11:42 am

I can’t say I agree with this comment, and I find the suggestion that someone should “blow TaylorMade up” particularly distasteful. I’d ask that you choose your words a bit more carefully next time.

I can’t get too upset, however…even if I don’t 100% agree with the assessment, the insane clown posse line literally made my laugh so hard my eyes teared up.


RP Jacobs II March 21, 2012 at 3:51 pm

After reading this, I guess my occasional typo isn’t that bad!..The insane clown posse?..Dude, any chance you’re an excommunicated member of that posse?..That rock that you crawled out from under to write your comment?…It’s calling your name…Time to go..Fairways & Greens ⁴ever…..


Joe March 20, 2012 at 9:24 pm

So lets see… in the last few years Adams has either lead the way or been one of the leaders in, design aerodynamics, lightweight technology, hybrid technology, and the velocity slot idea.

TMAG’s big accomplishments over that same time consisted on painting their clubs white, taking on rejected ideas from Callaway (driver sole plate adjustment?), copying Adams velocity slots generally making irons stronger lofted as an ‘innovation’ and running incredibly successful PR campaigns.

TMAG’s two biggest launch ideas over the last few years (‘Now our clubs are White!’ and ‘Innovative Velocity Slot Technology borrowed from last years ideas from another company!”) were successful, but showed a complete lack of any original tech ideas from the TM labs. They can’t count on launches without any depth to continue to be successful. Eventually the consumer will start to think past the posters and slogans.

Getting the design staff over to TM from Adams alone was worth the price (assuming they can keep them all from bolting to somewhere else). But it makes no sense to me for TM to keep Adams as an effective unit. This is vulture capitalism. Over the next year or two, Adams will be stripped of its human capital and its patents. Yes! will be separated and sold. Any office space or equipment assets will be liquidated and the shell of what was Adams will then be dropped into the same bin of irrelevance as Hogan, Nickent, Nicholas and others.

By that time TM will probably have used up all the Adams patents and will start looking to buy up someone else’s ideas.


GolfSpy T March 20, 2012 at 2:54 pm

While I’m hoping to have some more details about what the actual plan is here, while I wait I thought I’d try to chase some of the clouds away for everyone who is convinced this absolutely sucks. I think there is a chance this could all work out just fine. I guess I see it like this:

If you, for whatever reason, despite TaylorMade then yeah, no good is probably going to come of this.

If you love Adams simply because you love the Adams brand (basically the “Adams” name), then yeah…things are probably going to change (the extent of that change is still largely an unknown).

Let me bounce a 3rd option off you…If you love Adams products because they’re innovative and because they absolutely perform, there is still some cause for hope. I definitely don’t foresee a scenario where an Adams club ever directly competes with a TaylorMade club (you’ll never see something like XTD vs RBZ again), but it’s possible, even probable that those “Adams” technologies that can be rolled into improved TMAG products aren’t going to be tossed (even if TM is not longer competing with Adams, they’re still going to do whatever they can to blow everyone else out of the water). For me the sticking point right now are irons designed for lower handicap golfers (specifically MB2s & CB3 type irons). IMO these are superior to TaylorMade’s current offerings. If the team at TMAG agrees with my assessment, what we’ll hopefully end up with is a club that looks and plays like an Adams. Only the names and logos will change.

As much as TaylorMade has created a marketing machine, they absolutely want to have the best performing clubs in the marketplace. If that means some TaylorMade clubs start to look like Adams clubs (please hold your RBZ jokes to a minimum), I hope TaylorMade is willing to make it happen.


RP Jacobs II March 21, 2012 at 5:36 am

T, your comment regarding the Adams players irons(MB2s, CB3s & A12s) & their place within the TM line-up is my biggest concern…The quote above, I believe, states exactly what TM wants from Adams….”Game Improvement, seniors & womens”….I’m not going to rehash my comment from above though I think that all you have to do is look @ what happened to the Hogan players irons line-up & I don’t think that TM not only didn’t have a players iron equal to the Hogan irons then, they have’nt made one since then…JMHO…It’s amazing what someone sees when they look @ something with preconceived biases/opinions, especially if they have
skin in the game…Believe me, when the TM people look @ the Adams players irons line-
up, they are not seeing the irons you & I are…..It’s a shame…Fairway’s & Greens 4ever…
upup, they do not see what you & I see…It happens every day across the full spectrum of the world..In matters far, far more serious than what iron are we gonna go with…It’s kinda


RP Jacobs II March 21, 2012 at 5:39 am

Sorry about butchering the above comment…I used my fire for the second time & I obviously need more work on how to edit..oh well..Fairway’s & Greens 4ever…..


GolfSpy T March 21, 2012 at 6:43 am

Richard – I sure hope you’re wrong. There are people inside TaylorMade who have admitted that their player’s irons haven’t always been as successful as they’d like. Hopefully others inside the organization share that perspective and will integrate those clubs into the TaylorMade lineup (I’m reasonably certain that IF they continue to produce similar clubs, they will be do so under the TaylorMade brand). My guess the Adams brand is done in the low handicap market, but that doesn’t necessarily mean the lines won’t continue.

I see this situation as very different than when Callaway acquired Ben Hogan. The Hogan brand was essentially a niche brand, which, like Adams, enjoyed a cult-like following, however; the products themselves were largely classic in nature (true for most blade, and player’s cavity back designs), and as a company wasn’t exactly on the leading edge of innovation. My guess is Callaway saw Hogan as a means to expand their footprint into Hogan’s niche, but for whatever reason was never really able to develop it as such.

With TaylorMade/Adams it’s an entire different situation. While there is truth to the statement the lines are complimentary (TM weak in GI, Senior, and Women’s market), Adams has all the tools to be at the top of the industry. Whether they’ll admit it or not, TMAG must have viewed Adams (in the proper hands) as a competitive threat.

The closest parallel I see is actually in major league baseball before the trade deadline. If there’s a player on the market that can help the Red Sox, even if the Yankees have his position well-covered, they’ll do what the can to get him, simply to prevent the Sox from getting better. For you west-coasters, the same rule applies to the Dodgers and Giants.

When that happens, they don’t simply bench the player, they do whatever ever they can to leverage his talents. What I hope this means is that while the apparent stated goal for the Adams brand is to make them the industry leader in GI, Women and Senior clubs, hopefully TMAG has the good sense to recognize that Adams offers a very strong product in other areas (and I’m fairly certain they do).

Like any team that wins too often, there are plenty that loathe TaylorMade (they’re like the Yankees, or Duke in that respect). The reaction to the acquisition thus far has been almost universally negative (and not just here…on the other big golf sites as well). TaylorMade should be motivated to prove all of us wrong.

What I know about golfers is they hold on to their brand perceptions and pre-conceived notions for decades. How successful TaylorMade is at integrating Adams without destroying will shape perceptions of TaylorMade for years to come.

Of course…if I were a product guy for TaylorMade I know EXACTLY how I’d handle this delicate issue, but I’m not on their payroll (contrary to what some implied after my RocketBallz article), so I’m keeping it to myself.


R. P. Jacobs II March 21, 2012 at 10:03 am

T, I hope that I’m wrong as well..I really do..First I apologize for not more clearly stating my comparison of Callaway/Hogan with TaylorMade..I meant that neither Callaway or TaylorMade has made a players CB or MB the equal of the Hogan line..The way I wrote it looks as though I stated TM bought Hogan..Sorry, my fingers type quicker than my brain can think(& I’m not that quick a typist!,,lol),,You’re baseball analogy is appropriate, though unfortunately I have seen the aftermath of many, many acquisitions over the past 23 years as a M&A(merger/acquisitions) specialist & I’ve seen alot of good, even excellent “players” players “benched” & when their value has eroded to the point that they are “worthless,” they are cast aside..From $25M companies to multi-billion dollar conglomerates & to this day I cannot believe the value that is thrown away, squashed or whatever word you want to use,,I have found that when you’re dealing with the highest levels of decision making(CEO,SR VPs & to a slightly lesser degree the board), it is very, very difficult for these men(& a few women) to accurately & OBJECTIVELY assess the assets of the acquired company to leverage those assets to benefit the buyer’s position in the market place..Why?, is the question that I get asked the most by executives & graduate school students..Simple answer:EGO..You won’t find that answer in a text book, though you will find it in the board room if you sit in a few sr. level/board meeetings…In this situation, I’d love to be wrong & I hope that I am..We’d all be better off..Also, good article..Nice angle..Fairways & Greens 4ever…


Scott March 20, 2012 at 2:34 pm

Looks like I need to buy up all the CB2’s I can… I do like TaylorMade. HOWEVER I just think the Products ADAMS has offered in the past have been better than most anything TM has put on the market (excluding advertising). I root for the little guy and they have not let me down.. I am extremely bummed by this aquisition…


Peter Ciambrone March 20, 2012 at 1:49 pm

This really stinks, TMAG really blows, I can now add Adams to the list of products I will no longer support, what a real shame, TMAG is nothing but a good marketing company with tons of cash, products are junk in my opinion, sorry to all the TMAG fans out there, but I will never drink the koolaid they are serving up, blaaaaaa!


blstrong March 20, 2012 at 10:40 am

Thoughts? My first thought was f***!! I can’t get past the feeling that this is all bad. Everything I have demo’d or played lately (last 2-3 years) from Adams has been far and away more appealing to me than that from TMAG. It has been said already, but ultimately this is just bad, bad news for golf and golfers. Damn.


Justin Blair March 20, 2012 at 10:36 am

I believe it’s the first option that’s most likely. Why keep Adams around? You take out your biggest perceived threat. The increased exposure alone would not only be a happy by-product, but make this purchase worth it. Yani Tseng, Brittany Lincicome, Ryan Moore, Aaron Baddelley, Bernhard Langer, Tom Watson, Kenny Perry… it’s a rather diverse and dynamic stable of golfers that might soon be wearing new headgear to be seen on TV.


Kayvon March 20, 2012 at 10:03 am

Business is business but Hainer’s soundbyte is just so condescending to the Adams engineers and advocates. If Hainer had the excuse of being directly involved in TMAG’s product development and marketing, you could at least chalk it up to defensiveness/insecurity. It’s just so gauche to vanquish a competitor and then pat them on the head for being a cute little niche company. Bullocks.


Phana24JG March 20, 2012 at 2:09 pm

I just hope some of those engineers wind up at Cobra or Cleveland, and in 3-5 years, TM has another problem on their hands. It is a damn shame. Imagine what those engineers and designers could do properly capitalized and with the marketing sipport TM could offer? But, of course, such a scenario would cut into the four R-13 drivers soon to be released that will deliver yet another 10 yards.


Tim March 21, 2012 at 3:25 pm

Great frickin word.


JT247N March 20, 2012 at 9:09 am

Will probably buy the CB3s now before the buyout goes though and a Yes! putter and the pro-A12 hybrid. Brilliant business move on the part of Taylormade. Bad day for the little engine that could.


R. P. Jacobs II March 20, 2012 at 8:02 am

First, kudos to Carlito..Well stated, though what caught my attention(and displaced Mizuno for the first time in 22 years) & ended up in my bag were the Pro Golds..Those & the Pro Blacks(MBs) are better than anything TM has introduced to date..JMHO…Your piece of the release printed above in which TM acknowledges Adams’ prowess in GI, seniors & womens’ clubs says it all..Adams Players’ clubs are dead..Kaput!…Which is too bad because, & again this is just one man’s opinion, TM hasn’t made a Player’s iron that could hold a candle to the Adams irons..The current line?..Please..The R9 TP?..You’re kidding, right?..No, in my opinion the TM Players irons are for guys that get payed to play them & TM zealots…Damn, it’s hard to believe that their Players irons are going away, though that release outtake from above basically says that..It’s too bad, beause if TM would do nothing but take Adams MB, CB3 & A12 and put their badge/logo on it & market it like they do the R11 & TM MBs & MCs, well I believe that they would sell a hell of a lot more sets..Oh well…It’s a shame..Fairways & Greens 4ever…


R. P. Jacobs II March 20, 2012 at 8:31 am

Oh yea, if you got the bucks, you better pick up the XTD fairway metals & hybrids..They are beasts..The RBZ Tour S(13*)?..The XTD 14.5 flew 12-15 yds past it..All day..The XTD line vs. the RBZ?..The XTD is in a whole different class & it’s the only club in the class..I actually had to take the 14.5* instead of the 13* because of the 13* being too long..I never, ever in my golfng life(44 years) have had this happen.. I bought the RBZ Tour S & the XTD 19* Super Hybrid & I’ve got the 14.5* Super FM pre-ordered..I know, I’m a club *****, though with the latest news, if you like the Adams drivers & fairway metals, you should probably buy a few..Fairways & Greens 4ever…


Tanksfurnutin March 20, 2012 at 8:43 am

I already have the a4 forged irons (awesome GI iron) and the a7 hybrid. I tried the f11 fairway early last year but felt it was too spinny for me. I’m thinking a different shaft might have helped.

Anyway I was kind of waiting for a review on the XTD’s (hint, hint) before I went out and purchased them. Based on your experience I might have to bite the bullet and buy them.


R. P. Jacobs II March 20, 2012 at 8:53 am

Tanksfurnutin, the A4 Forged are a classic..You won’t find a better GI/Players iron, because that iron’s sorta a “tweener” as far as GI irons go(Yani Tseng plays them & has two brand new back-up sets at all times)…Same w/the A7 hybrids, though the A12s are a wothy follow-up..You’re right regarding the shaft for the F11..I play the F11Ti & I had an aftermarket(Atlas) shaft put in it & it blows away my TM RBZ Tour S(13*) & it’s 15* loft…Have a good season & take care of the A4s, cuz they’re a rare find today…Fairways & Greens 4ever…


R. P. Jacobs II March 23, 2012 at 10:40 am

Tanksfurnutin, I’ve already spewed about the XTD Super Hybrid & Fairway Metal, though yea, you definitely owe it to yourself to hit ’em..Without knowing what your hdcp is, & more importantly what you swing’s like, it’s hard to say which one’s for you..They come in 15*, 17*, 19* & 21*…

Though mid-high hdcpers have a tougher time w/hybrids with less than 20* loft, these have a little(not offensively so) larger head so that should help..The only problem that I could see is that though the 21* SH is 3i loft, & if you can hit it, it’s gonna leave you with a 10-15 yd gap(actually 15-25 total yds) to your 4i yardage, so it actually plays like a 2i..The unfortunate thing for mid-cappers is Adams doesn’t make a 24* in the XTD line..These definitely are not “toys for boys” just put the 21* in my bag & basically play it as a 2i(225-230 yds) since I play a 3i…

The Super Fairway Wood/Metal comes in 13*, 14,5* & 18*…As I said earlier, with the head being all titanium, versus the SH, where the face & crown are titanium & the sole’s steel, you should definitely see an increase in ball speed ..The 14.5* SF will give you everything that you’d ever need yardage wise & more than you’ve ever had plus it should be easier to hit off of the deck than the 13* SFM…I watched a pro, a +3, an 11 & a 21 hdcper hit it & they all said the same thing: longest 3 FM they’d ever hit..The +3 was bouncing it to a tree line that is 272 yds out off the deck & he normally hits it 250-255 with his F11Ti..

Also, the 11 hdcper was getting a 5 wood launch w/hybrid spin on the monitor w/the 17* SH..that’s impressive..Though this doesn’t compare to a MGS review, the bottom line is that the XTD is worth hitting..From there you can determine if it’s worth bying,,The best, Richard..Fairways & Greens 4ever..


Tanksfurnutin March 20, 2012 at 6:38 am

This is a nightmare. I can’t really think of anything Taylor has that I would prefer over Adams. The Golf ball is probably it, maybe a putter. More consolidation in the golf industry sucks for the consumer. I thinking about it but I guess I’ll purchase a XTD Fairway and Hybrid before they go away.


DogBreath March 19, 2012 at 11:09 pm

I’m not big on pity, but this is a pity. Next time I’m shopping for clubs, I’ll be shopping Japan.


pgadt March 19, 2012 at 8:48 pm

It’s to bad….but Adams most likely will go away. They make great equipment, better than TMaG, & at better price points! Makes sense to kill the competition, but I can’t think of a market segment that Adams doesn’t do better than Taylormade.


Yohanan March 19, 2012 at 8:38 pm

It is a sad day for the little guy made good. Never owned one of their clubs. Still play a Nickent 4DX elvolver and have bought back up heads to replace the one in play now for many years to come.

I bet Kenny Perry either kisses some TMaG ass or will be the new Titelist or Cleveland guy very soon. He has seemed a bit put off by the 400 white gorilla not treating him like family.

Cue Godfather III – Just when I thought I was OUT. . . They pull me back in!


Will March 25, 2012 at 8:11 am

Adams listed itself for sale… the chose to get bought out. They knew TMAG was a potential acquirer…


obo March 19, 2012 at 5:46 pm

Let’s be honest Taylormade really bought Adams just so they could
get Kenny Perry back in their stable!


Patrick F. March 19, 2012 at 4:42 pm

Taylormade clearly took out it’s only threat. Adams drivers and fairway woods were as good if not better than Taylormade ,their hybrids and irons ran circles around Taylormades similiar products. If some one with deep pockets had purchased Adams, it would be a serious threat to their throne. Scenario one is clearly what will happen. Taylormade will now have a much better Irons lineup, hybrid line up. They will get all of Adams R&D to improve in these areas. Adams was clearly the best at innovation out there with no marketing BS…There clubs spoke for themselves. Great technology, I better get out to my MB2’s and XTD Fairway and XTD Hybrids and possibly the last Adams Driver the adjustable F12 LS. Man, say it ain’t so….


MikeG March 19, 2012 at 3:50 pm



Gus March 19, 2012 at 1:48 pm

good article,

for a moment i’d thought we’d see a mid-season release of the FR 11 sD driver with a “black” ghost technology, updated Rocket Speedline Fast Ballz fariway with the rebranded speed pocket velocity slot, and some new Tour Preferred IDEA OS MAX irons…. lol…

I wouldn’t be suprised if Taylormade took in all the ideas, innovation, and talent from Adams Golf and then reducing it to a walmart brand….


carlito March 19, 2012 at 1:22 pm

as a shareholder i have mixed feelings about the price paid. Bridgestone blew this one big time. Taylor made is laughing right now. The gregory brothers wanted out of the golf business, and unfortunately they had to kill adams golf to do it. I became an adams fan and bought the stock in 08 when all the original pro black stuff was coming out. Ill never forget the first time i saw the pro black irons at a demo day and thought to myself “adams makes clubs like these???” within months i owned shares and would progressively go on to buy a bunch of their pro calibre offerings. I always loved jet black clubs, and if you ask me they made both the nicest and best black golf clubs. Its sad to know that adams will probaby not continue to design these types of clubs. The thought of not seeing their products continue to develop is very sad to me. It was a company that just made good golf clubs and never tried to drown you with marketing BS. The thought of adams teaming with someone to push their momentum and help compete with taylor made was a dream. I am truly shocked that taylor made ended up beign the buyer. Not shocked that they bought it of course, shocked no one else made sure to outbid them. The only weapon that could have challenged taylor made’s power has been purchased……by ^%$^%#% taylor made. Long live Adams Golf. Long Live PRO BLACK!


Phana24JG March 19, 2012 at 12:52 pm

Another one bites the dust. TM took a look at Adams and realized they had a problem. Problem solved. The issue is what will TM do with the Adams R&D and design engineers. Will they be given the creativity and freedom they had at Adams, or will the marketing juggernaut marginalize them and lose that edge that Adams was demonstrating. The only bright spot I see is that this does give the other smaller companies an opportunity to potentially fill the void Adam’s will almost certainly leave.


Dominic O'Byrne March 19, 2012 at 12:44 pm

We built the Yes! Golf brand from way back in the field to become #2 putter on the European Tour in 2007/8. We were the giant-killers, taking on – and beating – all the major brands, most notably TaylorMade. Then we did the same globally.

When Yes! hit trouble at the end of 2010, all of us in the Yes! family held our breath. At that time Acushnet were tipped as favourite buyer, and we all reckoned that would sound the death knell of the brand. We pretty much all viewed the Adams buyout as the best possible outcome – especially from a “meeting of minds” point of view, and salvation from corporate heavy-handedness stifling our fleet-footed survival acumen.

Redemption from that particular kiss-of-death now seems to have been just deferred. From the perspective of corporate personality Adams is very much a big brother to Yes!… the kind of brand that Yes! itself aspired to be: a plucky underdog succeeding through its own technological advantage, guts and chutzpah! Though I never met Chip Brewer personally, I am led to believe he personally was a significant influence on this aspect of the Adams brand. His move to Callaway can’t have helped Adams’s long-term prospects for brand equity.

Of the Scenarios suggested above the third one of market segmentation would be the healthiest, but it all depends on what TMAG’s strategy really is. I, for one, do not see them building a corporate HQ along the lines of Waltons’ Mountain – joining hands at mealtimes to give thanks and all getting on as a good family should.

Do you?


Justin Blair March 21, 2012 at 8:40 am

No. Golf business seems to be more “Seek and Destroy” than “Let’s Have Tea and Crumpets”.

Do you think Brewer left because of the impending sale to TMaG, or was it just a coincidence?


Mike Honcho March 19, 2012 at 12:09 pm

Start the clock on how quick another brand swoops in and signs Yani Tseng to a new club deal. If she has good representation, I’m sure there is an out in her contact. I give it 2 months.


GolfSpy T March 19, 2012 at 12:15 pm

I was all set to argue that women’s clubs are one of the areas TMaG might keep Adams around to service, but I guess the thing is most of the women on the LPGA aren’t playing women’s clubs.

It’s going to take a while for this whole thing to shake out, so I don’t expect Yani Tseng will jump ship anytime soon (adjusting to new clubs could cost her money).

The more interesting situation to watch will be to see what happens with Kenny Perry. He hasn’t exactly had pleasant things to say about TaylorMade since he moved to Adams.


wdgolf March 19, 2012 at 12:09 pm

I just don’t see Adams going away entirely. Why would TMag throw away those customers?

I can definitely see something like “Adams clubs, powered by Taylormade” and targeted at beginners, women, and seniors. These are markets where TM is non-existant. Imagine this scenario: a husband wants to buy his wife a set of clubs, but his TM are just too “pro” for her, why not buy a softened up TM in the form of Adams? Alternatively, a beginner wants to get into golf, he’s heard of TM, but the cost is too high, so he buys a “beginner” TM set in the form of Adams, knowing that he’ll upgrade to a real TM set later.

This also decouples TM products for customers who don’t want to be associated in any way with a beginner set and TM can keep it’s focus on adding 20 yards every 6 months.

While this won’t make the current Adams fanboys happy, it seems to make sense (at least in my mind). You can argue that Adams would be dead in spirit, and I’d agree, but I just don’t see TM blindly buying out companies just to toss them out. Otherwise someone else will form a start up and fill the hole left over by Adams.


wdgolf March 19, 2012 at 12:11 pm

I should also add that while TM could have done this on their own, buying Adams instantly gets them a foot up in this market because of traditional views of Adams clubs.


stevenhw8 March 20, 2012 at 3:44 am

Yeah, that’s the way TM puts it, we will target different markets, etc.
But as we know, Adams has the advantage when it comes to player’s irons, so for TM to “yield” the beginner, lady and senior market to them it’s just a cover-up for absorbing their player’s line making TM competitive in every aspect and leave Adams with the left-overs.

Sad news for the golf world :(


Ryan March 19, 2012 at 12:04 pm

I wonder if the Taylormade Putters will start comng out with the YES! putters patented C-GROOVES? This is going to get real interesting.


GolfSpy T March 19, 2012 at 11:59 am

It’s very difficult to conceive a scenario where Adams does what it does, but with a bigger advertising budget (the only piece it was missing). We had really hoped an apparel company would be the eventual buyer (the PUMA model if you will).

The reality is this is a near zero risk purchase for TaylorMade. It makes a ton of sense as far as maintaining its position on top.

If you can see passed the brand name, the best possible scenario is that Adams technologies are absorbed into TaylorMade clubs. Whether they admit it or not, irons for the better player have traditionally been a weak spot for TaylorMade. Adams does that very well. If it rubs off, it could be for the best (though it does nothing to challenge the TMaG dynasty).


Keith March 22, 2012 at 8:52 am

To bad UnderArmor didnt buy Adams


John Barba March 19, 2012 at 11:57 am

Posted my thoughts in the forum earlier, but agree that your first scenario is most likely. Why on earth would the market leader dilute its brand, or its margins, by keeping the newly acquired brand alive? A “sold” Adams driver means a Taylormade driver is staying on a shelf somewhere. No sense at all in competing with yourself…

Seems obvious they’ll take the best of Adams R&D and technology, roll it into their own line and let Adams die a 2 or 3 year death. Then they’ll make Adams a clothing-only line and sell it to Perry Ellis.


Rob March 19, 2012 at 11:49 am

I’m not sure I like this at all!!! My fear would be the death of the Adam’s brand that has developed some great equipment that is underrated because they lack the marketing budget of TMaG. Very sad!!!


Dan Syms March 19, 2012 at 11:47 am

Spot-on! If you can’t beat them-buy them! This is truly a story of a cash rich industry leading giant buying a cash poor innovative competitor that if it had the ability to raise significant capital (doubtful in today’s economy and even more doubtful given the state of the industry) or purchased by a well heeled entity could have been a real threat… RIP Adams!


phil.b89 March 19, 2012 at 11:43 am

You have to compare this situation to other examples of Adidas buying companies in the past. For example- they purchased Reebok for a mere $3.8bn deal… Previously they had been competitors, but the decision to buy Reebok enabled them to truly challenge Nike. Instead of killing off the Reebok brand, they decided to align them into a different segment of the market- primarily Ladies and Fitness.

I believe that a similar approach will happen with Adams Golf- with them likely to become their GI/Ladies line. (It has to be a more than 5% likelihood anyhow!)

The people that may get lost in this move may be Yes! Golf…

However I do also agree that the primary reasons for Adidas buying Adams were to acquire the IP rights of the technologies behind the fairway woods, and at only $70million it is a good investment for the company.

Overall I think a mixture of solutions will happen, with the two brands aiming at different segments of the market, but knowledge previously developed by each of the two companies being shared through collaborative R&D to in turn develop a ‘better’ product. (Read ‘Better’ in marketing terms 😉 )


stevenhw8 March 20, 2012 at 3:48 am

To me, they actually killed the Reebok brand. Haven’t seen a Reebok outfit or sneakers on the streets in years. The only shoes you see are offered in outlets and go for $20.
And all the new technology that is capable of challenging Nike is sold as Adidas.

I sincerely hope it doesn’t happen to Adams, but can’t say I’m optimistic about it.


Kmac™ March 21, 2012 at 6:57 am

You need to get out more. Every single sideline person at NFL games was wearing Reebok Zigtech shoes. See everyone wearing them at the gym too. What about the Reebok RealFlex shoes? Those are all over the place too. Reebok brand is not dead.


Keith March 22, 2012 at 8:50 am

I own 12 pair of zigtech reeboks they are the best shoes on the market right now!…and the run $100-$140 a pair


Ray March 22, 2012 at 9:28 am

Keith, You own 12 pair? Wow Is your last name Marcos? What’s in your closet? :)


Will March 21, 2012 at 1:40 pm

Agreed with Kmac,

Reebok is actually starting to come back into the market and it allows Adidas to feel more “high end and reebok to address the low end.

Somehow Nike pulls it off and you can buy $10-$75 basketball shorts depending on where you look. They are the same logo without any additional features really.

But yes, Reebok is on the up and up.


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