Corporate Headquarters: Carlsbad, California
Category: Apparel and Accessories
Bjorn Gulden, CEO
Jeff Lienhart – President, adidas Golf
adidas Golf has a prominent industry presence in apparel and footwear, and has sponsorship deals with marquee players including major champions Dustin Johnson and Collin Morikawa in addition to a growing host of young stars.
Other pro golfers on the adidas roster include Xander Schauffele, Daniel Berger, Tyrell Hatton, Joaquin Niemann and Aaron Wise, as well as up-and-coming women’s golfers such as Linn Grant and Rose Zhang, the world’s No. 1 ranked amateur.
The adidas brand sells sports shoes, apparel, accessories and equipment – more than 850 product units annually, all bearing its iconic three-stripe logo — in 160 countries around the world. The No. 2 sporting goods manufacturer focuses on football, soccer, basketball, running, and training gear and apparel as well as lifestyle goods.
For years, adidas Golf was aligned with equipment manufacturer TaylorMade, but moved back under the bigger adidas umbrella when the company completed the sale of its TaylorMade, Adams Golf and Ashworth brands in 2017 to put more focus on its core business – and perceived higher-growth opportunities – in shoes and apparel.
“The important thing for us is that internally we live out this mantra that we’re ‘born of sport, rooted in golf,’” said adidas Golf President Jeff Lienhart. “This keeps one foot firmly planted in the fact that we’re part of the world’s greatest sport company. But our other foot is firmly in the game of golf and no one around this building or working on the business of golf can forget that’s who we are and the consumer we’re working for.”
In 2022, adidas Golf released the PLAY GREEN Collection – comprised of polos, t-shirts, and hats — that utilizes recycled materials with the goal of replacing virgin polyester products with all recycled polyester by 2024 when possible.
“Our mission for our brand is to be the most progressive golf brand in the world,” said adidas Golf President Jeff Lienhart, noting a particular focus on creativity, sustainability, versatility, and inclusivity.
More recently, adidas’ adicross range of apparel and footwear subtly blurs the lines between sport and style while drawing inspiration from 1990s outdoor fashion and culture.
“We’ve always been intrigued with the bold and vibrant colorways that are inextricably linked to outdoor fashion and style,” said Shaun Madigan, Global Director of Apparel at adidas Golf. “With our sport being played outdoors, we felt this was the perfect opportunity to draw from those designs and bring some fresh styles to golfers looking to break away from conventional norms that are so often associated with our sport.”
adidas for years was almost synonymous with TaylorMade in the golf world, but is now very much meshing its strategic business plan with the adidas parent company for a focused, clear vision of its future approach. The wealth of resources, such as consumer insight, that the adidas brand offers are significant and adidas Golf continues to benefit from that.
Since disconnecting from TaylorMade, adidas has been able to partner with a multitude of different athletes regardless of which golf equipment company they’re aligned with.
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