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TaylorMade buys Adams Golf

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Adidas Group, the parent company of TaylorMade-adidas, announced Monday that it has agreed to purchase Adams Golf brand for the approximate price of $70 million.

TaylorMade will acquire all outstanding shares of Adams for 10.80 per share in cash. The agreement is subject to shareholder and government approval, which TaylorMade CEO Mark King expects to be finalized by midyear.

Adams will remain in its current headquarters in Plano, Texas, a decision King said was made because of his company’s struggles with previous company acquisitions.

“We want Adams to keep its identity,” King said in a Monday conference call. “Treating them as an affiliate helps their growth.”

King said that the purchase of Adams Golf emphasizes his company’s commitment to growth, and strengthens TaylorMade’s ability to market to players seeking game improvement clubs, as well as women and seniors, segments that are very strong in the Adams brand. He also said that for a smaller company, Adams had great ideas around intellectual property, which was a very enticing part of the deal.

“One of the things that having multiple brands helps you do is explore different product strategies,” King said. “We didn’t really take an approach on this around synergy. But if there are those we can take naturally, we’ll do it. But we’re not going to put Adams and Yes! products in the TaylorMade tour van … I don’t see the products streamlining.”

King said that TaylorMade’s voice is directed at players with handicaps between 0-4, such as serious amateurs, college players and professionals. There had been conversation at TaylorMade about releasing a senior line, but King said his company made the decision to keep marketing aimed at “the top of the pyramid.”

“We made a foray into women’s club,” King said, “but when you don’t market it heavily and you don’t have your heart in it, that’s what you get. [Adams] is in the sweets spot of the group we don’t market to today.”

One of the first orders of business for TaylorMade will be locating a leader for the Adams brand. Former CEO Chip Brewer left Adams Golf  for Callaway Golf on Feb. 28, leaving Adams Golf founder Barney Adams as the interim CEO. King said TaylorMade is looking for a candidate this is willing to live in Plano and can emotionally connect with the brand. His company is searching inside its brand, as well as doing an executive search.

King said that TaylorMade can help Adams in several areas, such as the international community. According to King, company sales for Adams are only 10 percent overseas, while TaylorMade sells about 60 percent of its products internationally.

“The [international] network already exists,” King said. “They would be funneling product into existing channels.”

According to King, this will most likely be done through a small Adams team working with TaylorMade’s infrastructure outside the U.S., and possibly creating specific product lines for countries such as Asia, which is common for large OEMs such as TaylorMade.

Adams also lacks a golf ball and accessory lines, which King said TaylorMade could bolster for Adams.

Click here for the press release and discussion.

Click here for more discussion on TaylorMade CEO Mark King’s conference call.

This story was first leaked by GolfWRX on March 8.

Click here to see the original leak — a thread in Tour/Pre-Release Equipment.

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GolfWRX is the world's largest and best online golf community. Expert editorial reviews, breaking golf tour and industry news, what to play, how to play and where to play. GolfWRX surrounds consumers throughout the buying, learning and enrichment process from original photographic and video content, to peer to peer advice and camaraderie, to technical how-tos, and more. As the largest online golf community we continue to protect the purity of our members opinions and the platform to voice them. We want to protect the interests of golfers by providing an unbiased platform to feel proud to contribute to for years to come. You can follow GolfWRX on Twitter @GolfWRX and on Facebook.

31 Comments

31 Comments

  1. CTB

    Jun 7, 2014 at 4:24 am

    I do not think that is going to work. I think that whatever this guy says genuine or not will ultimately lead to the Prior Adams shareholders buying their company back at a premium or TM slowly but surely putting that brand to death. Go find yourself a nice new and shiny set of CMB’s and hold on to them for twenty years. Never hit them hide them in a closet. They will be the only set like it and you will be able to charge what you want for them. Just hope they do not end up as some kmart brand. That would suck. I like the TM MB’s they just released. In fact I like them more than the titleist mb’s. Think they need to get rid of all those other gimmick sticks they are offering every year to the weekend warrior type player that never works at his or her game if they want to only market to the premium player though. Accushnet Titleist has one driver with different weighting options and size I guess, and a set of MB’s, CB’s, and until just a few years ago they now have AP2’s and the cast Iron POS AP1. When a scratch golfer goes to the store to look at new clubs guess what is on their mind? I wonder if there are Titleist mb’s or cb’s in good condition that are priced nicely . They will pick other brands if and only if they catch their eye. Maybe 15% of the time. When all the clubs feel the same or the titleist clubs feel a little better, barely noticeable, guess what is getting bagged that day. Titleist.

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  3. Jonathan Paine

    Feb 12, 2013 at 1:03 am

    Did Mr. Brewer leave Adams on his own and then unexpectedly TMAG buys Adam’s Golf? Adams and TMAG former employees are now at Callaway in Senior Management and previous Callaway Senior Management is let go? Adam’s Golf = $90M in a good year – Callaway Golf = $800M in a bad year. How can a management team from Adam’s (perhaps voted out by share holders)with zero global experience turn around a struggling battleship where 50% of their bus. is outside of the U.S.? What am I missing here?

  4. Harold Lee Hairston

    Dec 16, 2012 at 8:59 am

    I left Taylormade for ADAMS Golf Clubs. These are the best clubs I have played. Adams was company with good people and equipment, especially Customer Service Manager Laura Fisher. I had plan to buy a new set of Adams Clubs this year because of the good experience and quality of their products. Now, I am not sure about their ongoing leadership

  5. Pingback: GolfWRX.com – TaylorMade buys Adams Golf — CEO Mark King … | Golf Products Reviews

  6. Sue Cline

    Apr 7, 2012 at 8:56 pm

    Dear Mr. King, Saw undercover boss that you were in recently and was really moved by all you did for the workers. It’s great to be appreciated. You really showed that you care about people. I had to smile when you went to Liberty , Township( Girard Ohio, ) and I am From Youngstown, Ohio. I live now in Tenn. Thanks Sue

  7. john

    Mar 31, 2012 at 1:56 pm

    BVS you must be a TM rep or a knucklehead.

  8. john

    Mar 31, 2012 at 1:54 pm

    Sad day. TM makes garbage and sells it with tons of hype. I’ve never hit a TM club that I liked but I’ve been playing Adams for years. I’m sure clubs like my forged A4s and the CB line are done because they are so much better than anything TM makes. Thanks for everything Barney, you’ll be sorely missed. P.S. Rocketballz is the dumbest name in history.

  9. jeff

    Mar 26, 2012 at 8:03 pm

    mb line I mean

  10. jeff

    Mar 26, 2012 at 7:55 pm

    I really hope the mg line stays. Such great looking and feeling irons.

  11. James

    Mar 23, 2012 at 2:46 pm

    I play Adams because of their design and innovation, TM will not be seen in my bag, as Ben said, the RBZ technology was copied from Adams, they made the worst irons the past 10 years and changed the design every 6 months, they are a marketing machine and every golfing fool who fall for their marketing will buy a new driver every 6 month. I PLAYED FOUNDERS CLUB CB Tour designed by Barney Adams for 8 years as a 0 handicap. No other set of irons could improve on them. Then I found the CB1’s and the New MB2’s. I will stick with them for the next 10 yrs. while all the TM fanatics spend thousends of $$$ buying white paint as the latest technology. Long live Adams, TM targeting 0 to 4 handicap golfers, my word with the crap shafts they put in their clubs, and RBZ oversize irons!!! R 11 irons for handicap 0 to 4 golfers, Same as Callaway insisting that their RAZR Tour irons is for 0 handicap golfers.

  12. Ben

    Mar 23, 2012 at 10:25 am

    Taylormade needed the patent for the slot on the top of the hybrid and fairway woods. They paid $70million for a patent.

    • Parks

      Jan 21, 2013 at 2:30 am

      Best comment so far. I’m a mechanical engineer and design all kinds of consumer products, probably a few things in all of your homes today. When I heard of this sale this is the first thing I thought of. The slight slot in the bottom of the RBZ’s was getting pretty close to what Adams was doing so they scooped it up. It’s just business as usual.

  13. Pingback: A Few Thoughts On The Adams Golf Sale

  14. Sean patterson

    Mar 21, 2012 at 8:53 pm

    Here’s the problem…
    Penta golf ball will never be the pro v….their white putters will never be a Scotty….and their wedges will never be vokeys…
    Thanks for playing the number 1 ball in golf.

  15. DS

    Mar 21, 2012 at 10:57 am

    Not a fan of TaylorMade and not a fan of this move. Yes! putters are some of the best out there, but now that TaylorMade has their hands on them, they’ll either squash them completely or turn them into garbage just like the other putters in the TM line. I think it’s funny that TM supposedly markets their products to the 0-4 handicap player. Riiiiiiight! That’s why they release either different models of every club each year and continue to lengthen the shafts and strengthen lofts… because the low handicap player doesn’t hit far enough, right? No, they market to the hacker who thinks that every new driver and iron is going to make them a tour pro instantly. That’s who they market too and that’s why TM is and always will be crap.

  16. nick

    Mar 20, 2012 at 4:21 pm

    I hate TM with a passion.

    Long live the original Adams Golf.

  17. JohnD.

    Mar 20, 2012 at 3:19 pm

    Yep, this is sad news. I feel like I found out a family member has a few days left to live. I play Hogan Apex irons and IMO, some of the best playing and most beautiful clubs ever. Callaway comes along and BAM…Hogan has left the building. When the commerical came out with Kenny Perry hitting the Adams 3 wood and then saying, “This thing is a rocket!!!” I looked at my wife and said, ‘TM will not like that at all since they were launching the Rocketballz line’. I guess they got really pissed! Later Barney

  18. BVS

    Mar 20, 2012 at 7:49 am

    People get over yourself this is a great thing for adams . A great company with a great track record is going to help Adams . Better TaylorMade -Adidas then Underarmor or Oakely buying them who knows nothing about golf clubs . Like it or not TaylorMade Golf is the best.Do you have rocket ballz I do haha.

  19. Jonsson

    Mar 20, 2012 at 1:27 am

    Oh the disappointment..

    What a disaster this is.. I’m gaming CB1 irons and I’m waiting for the Fast 12 LS driver and matching woods to arrive and I’m glad I got to buy the clubs before TM ruins the brand..

    Adams might have been a niche product in the golfing industry, but the made serious woods and hybrids and some top irons as well..

    Gues the guys at TM couldn’t stand being second when it came to performance and innovation in the woods and hybrids..

    RIP Adams
    – You’ll be missed…

  20. larry spittler

    Mar 20, 2012 at 12:46 am

    Have been playing Adams for last 12 years and I am glad I just my new set before Taylor Made gets a chance to trash the brand. May have to check ebay for a used set to keep as a back up. Sad day for golf. Thanks Barney for being true for as long as you could.

  21. Adam bray

    Mar 19, 2012 at 10:32 pm

    BLAH! There goes Adams and Yes!. Taylor Made is all about the gimmick. Get ready for Adams drivers to start showing up painted white and adjusting 5 different ways but feel like total garbage and Yes! putters showing up with stupid names like Rock-it-putter.

    RIP Adams.

  22. Steve

    Mar 19, 2012 at 9:28 pm

    Not a fan of this move. Callaway bought out Hogan and squashed it to never be heard from again. i think Adams is a great brand and a great company to deal with. Taylor Made stinks if you’re a green grass golf course. Sorry to see it happen.

  23. fran21356

    Mar 19, 2012 at 8:08 pm

    I saw what Taylor Made did to the quality of Maxfli’s irons after buying them up. They were trash and I’m afraid they’ll do the same thing to Adams. Adams will do the R&D and Taylor Made will use it in their clubs. They were always at best number two when it came to hybrids so they bought up the competition and will probably destroy what was a quality company that made top notch clubs for golfers who didn’t want to pay $500.00 for a club. Sorry to hear the news Barney, we’ll miss you.

  24. baker

    Mar 19, 2012 at 8:05 pm

    Kelli Kuehne won the US Women’s Amateur playing Adams irons when they were the only thing he sold. Sold out of a stall at Hank Haney’s Golf Ranch.

  25. nikksto

    Mar 19, 2012 at 7:11 pm

    Slayed by the Giant.
    All this so they can win the hybrid count on tour…..sad, sad day.

  26. PinkGolf

    Mar 19, 2012 at 6:36 pm

    No mention of the #1 Player on the LPGA Yani Tseng who uses Adams Golf Clubs – uh yes she a golf pro and Brittany Lincicome #10 on Rolex ranking also uses Adams. Adams clubs are not just for seniors and amauteur women golfers! I hope they stay true to Adams brand, and don’t merge them.

  27. Timothy

    Mar 19, 2012 at 6:36 pm

    Truly a sad day in Golf. I am going to miss Adams iron and hybrid innovation. The A12 forged irons and A12 hybrid are my favorite clubs. Looks like all the irons are going to be bent 4 degrees forward and a half inch longer and branded with RBZ and called the longest hitting irons on the market. uuggghh. no more forged irons to I assume.

  28. Bryan

    Mar 19, 2012 at 6:10 pm

    I guess I should have said Idea Pro rather than CB1 since Adams has already stopped producing that particular model.

  29. Bryan

    Mar 19, 2012 at 6:05 pm

    Agreed again – What will happen to the CB1 and MB line? Will they remove it so it doesn’t compete with the 0-4 handicapper segment? I really hope they don’t start sticking the “made for” shafts in Adams gear.

  30. Greg

    Mar 19, 2012 at 10:00 am

    This is truely terrible news for those of us that love the Adams gear that isn’t targeted at high-handicappers, seniors and ladies. RBZ strikes again.

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Equipment

Odyssey’s new EXO 2-Ball, Works Red and Black, and Toulon putters

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There’s one thing Odyssey has never struggled with: giving golfers options. Today, the company launched a trunk-full of new putters, including eight Works Red and Black putters, Toulon Atlanta and Portland models, and an Odyssey EXO 2-Ball putter that gives the classic 2-ball design a very new, and premium look.

Most of the new putters, actually, are mallets. More specifically, they are mallets that Odyssey says feel like blade putters; that’s because they’re made with toe hang (like a blade putter) rather than face-balanced designs of typical mallets. Toe hang frees up the face of a putter to open and close, a stroke-style that many golfers employ — amateurs and pros alike.

According to Austie Rollinson, chief designer of Odyssey, there’s been a trend of blade users on Tour switching into mallets because of this toe hang, and that will continue to happen. Odyssey says that of the PGA Tour wins last year, 29 winners used mallets — 14 of those were mallets with toe hang — while there were 20 blade winners. Also, of the top-50 in Strokes Gained: Putting, 31 players used mallets, 13 of which were toe-hang mallets, and 19 players used blades.

Therefore, many of the new putters from Odyssey are toe-hang mallets. Check out all of the new putters below, with info on design, pricing and release dates.

Discussion: See what GolfWRX members are saying about the new putters here

Odyssey Works Red and Black putters

 

The new Works Red and Black putters — adding on to the line of putters released in 2017 — continue to use microhinge face inserts that are designed to “grab” the ball to impart more topspin on the golf ball to get it rolling faster. The new offerings launched today include a No. 1 Wide S, No. 1 Tank, No. 7 Tank, 2-Ball Fang, Marxman, Marxman S, Jailbird Mini and Jailbird Mini S.

They will sell for $199 with a standard Winn AVS midsize pistol grip, and $219 with a SuperStroke grip starting on February 23.

See more photos and join the discussion about the Works Red and Black putters here.

Odyssey EXO 2-Ball

The new EXO 2-Ball, made with Rose Gold PVD, is a premium version of the iconic 2-ball shape. It’s CNC-milled with a microhinge insert, has an aluminum crown with a steel sole plate and Tungsten in the rear portion of the head. The EXO 2-ball also has black circles instead of the familiar white color for which 2-balls are known.

According to Odyssey, it’s a “statement product,” and it will only sell 5,000 of these putters globally. They will sell for $499.99 starting on February 2.

Odyssey says: “Our new Odyssey EXO 2-Ball is a premium limited edition putter unlike any we’ve ever offered. It combines one of the game’s most innovative and iconic putter designs with top-notch materials and meticulous production to create something truly special.”

Toulon Atlanta and Portland

Odyssey’s premium putter brand continues dipping its toes in the mallet style with its new mid-mallet Atlanta and Portland models. They have gunmetal finishes and are 100-percent milled from soft, 303 stainless steel. They also have Toulon’s familiar diamond-milled faces for improved roll.

The Atlanta and Portland models will sell for $399.99 apiece and hit retail on February 2.

Discussion: See what GolfWRX Members are saying about the Toulon Atlanta putter here

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Callaway launches Rogue, Rogue Pro and Rogue X irons and hybrids

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With its new line of Rogue irons — consisting of Rogue, Rogue Pro and Rogue X models — Callaway continues its search to answer a conundrum that’s plagued game-improvement irons for years; how do you make an iron that produces great ball speed without sacrificing sound and feel. The dilemma is that in order to increase ball speeds, engineers must make the faces of the irons thinner. The problem is, the thinner they make the faces, the more vibration is caused at impact, creating a longer-lasting, higher-pitched sound. Very few golfers want that off-putting, clicky sound, but they do want the ball speed and distance.

So, that’s why companies are experimenting with different materials and injections between the faces of game-improvement irons and their bodies. That buffer creates a dampening effect to reduce vibration, while still allowing faces to be constructed thinner to raise COR (coefficient of restitution, a measure of energy transfer) and ball speed. Companies such as PXG irons use TPE injections, and TaylorMade uses SpeedFoam in its new P-790 irons; Callaway says those constructions either constrict speed, or they don’t have a profound enough effect on vibrations.

For its Rogue irons that are made from 17-4 stainless steel, Callaway is using what it calls urethane microspheres, which are essentially little balls of urethane that it combines together, in the cavities of its irons. The difference between these spheres and other foams and materials on the market, according to Callaway, is that the material is porous. Callaway says the microspheres work to dampen sound without negatively effecting ball speed.

A look at the inside of a Rogue iron, via Callaway’s photography

The inner material in the cavity works in tandem with familiar technologies from previous iron releases such as Apex, Epic and Steelhead XR. Callaway says it has improved upon its VFT (variable face thickness) and Face Cup technologies, focusing on thinning out portions of the face where golfers tend to miss shots — low on the face, on the heel and on the toe. Each of the Rogue irons also uses Internal Standing Wave by way of Tungsten-infused weights that help control the center of gravity (CG) in the club heads; that means centering the overall weight between the scoring lines, and controlling where the CG is placed vertically throughout a given set (re: higher on the short irons for more control and spin, and lower on the long irons for more height).

For the consumer, all of this means getting performance-driven irons at a lower price compared to the Epic and Epic Pro irons. Each of the irons will be available for pre-sale on January 19, and come to retail on February 9. Read on for more info on each of the specific irons, and the Rogue and Rogue X hybrids that introduce Callaway’s Jailbreak technology into hybrids for the first time.

Discussion: See what GolfWRX members are saying about the Rogue irons and hybrids in our forums.

Rogue irons ($899.99 steel, $999.99 graphite)

Callaway’s Rogue irons are the standard model in this line of irons, equipped with all of the technologies described above. According to Callaway, these are essentially Steelhead XR replacements, but have more compact shapes. In the Steelhead XR irons, Callaway used a wider profile in order to center CG between the scoring lines, but due to the inclusion of the Tungsten-infused weights in the Rogue irons, it was able to shape the irons more similar to XR and X-Hot irons of the past — more preferable shapes for GI irons, according to Callaway.

Stock shafts include True Temper’s XP105 steel shaft, and Aldila’s Synergy graphite shaft.

Rogue Pro irons ($999.99)

The Rogue Pro irons, as you may expect, have a more compact shape, thinner toplines and thinner soles than their standard-model-counterparts. Therefore, the Pro design will yield more control that better players will prefer, but they are still packed with all of the performance-enhancing technologies of the Rogue irons. They also have a chrome plating that better players may be drawn to.

Rogue X irons ($899.99 steel, $999.99 graphite)

Callaway described the Rogue X irons to me as “bomber irons.” They have lofts that are 3-to-4 degrees stronger than the standard Rogue irons, and they have longer lengths and lighter overall weights, but according to Callaway, they will still launch in the same window iron-for-iron (re: a 7-iron will launch like a 7-iron). Despite cranking down the lofts, they have bigger profiles, wider soles and more offset; those designs work to drag CG rearward, which helps to increase launch.

Combine that design with the Rogue’s VFT, Face Cups, Internal Standing Wave and urethane microspheres, and the result is an iron that’s “all about distance,” according to Callaway.

Rogue and Rogue X hybrids ($249.99 apiece)

As noted previously, the Rogue and Rogue X hybrids include Callaway’s Jailbreak technology. Like Callaway’s Rogue fairway woods, they use stainless steel bars behind the face instead of the titanium bars that are used in the Rogue drivers. Also, like all of the other Callaway clubs that use Jailbreak, the idea of the design is that two parallel bars inside the club head connect the sole with crown help to add strength to the body at impact, allowing the faces to be constructed thinner, thus, create more ball speed across the face. The Rogue and Rogue X hybrids also have Callaway’s familiar Face Cup technology.

The standard Rogue goes up to a 6-hybrid, while the oversized, Rogue X “super hybrid” goes up to an 8-hybrid. Similar to the Rogue X irons, the Rogue X hybrids have an oversized construction, a lighter overall weight, and longer lengths. The goal with these Rogue X hybrids is to create higher launching, more forgiving and longer hybrid options for golfers who need help getting the ball in the air.

Discussion: See what GolfWRX members are saying about the Rogue irons and hybrids in our forums.

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First Look: Precision Pro NX7 Shot laser rangefinder, made for golfers and hunters

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Precision Pro’s new NX7 Shot is useful whether you’re hunting birds or birdies.

In just over 3 years, Precision Pro has become a player in the laser rangefinder market, quickly developing a reputation for products with maximum features at a price that’s lower than comparable offerings from competitors. Precision Pro came out with its NX7 Pro in 2017, and is following up that offering with the new NX7 Shot, which is designed to hit the two biggest markets for laser rangefinders: golfers and hunters. That’s probably why the company put a camouflage design on the water-resistant and shockproof body of the NX7 Shot.

Inside, the rangefinder has target acquisition that is meant to stabilize even when shaky hands or windy conditions are in play. The NX7 Shot also has an effective scanning distance of 400 yards, which is more than adequate range for golfers not named Dustin Johnson. Other features of the NX7 Shot include is its Scanning Mode, which allows the user to pick up multiple targets in one motion, and its Last Priority Mode, which lets the user acquire a target through tree branches and cover.

The NX7 Shot also comes with a 2-year warranty and free battery replacement for the life of the product. Regarding the warranty, Precision Pro Co-founder Jonah Mytro says “it’s something that nobody else in the industry is doing” and it “shows that we value our customers and that we want them to keep using our products for life.”

It’s designed to be legal for competitions that allow rangefinders, and is listed at $249 with free shipping when ordered from the Precision Pro website.

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