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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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Whats in the Bag

Tigers Woods WITB for each Masters win

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At its core, Tiger Woods’ equipment hasn’t changed by much over the better part of the last two decades. However, Tiger Woods’ equipment is constantly evolving, and there is no better tournament to witness that evolution than to take a peek into the equipment he used to win all five of his Masters Tournaments.

A couple of major notes to consider is Tiger used a steel-shafted driver playing less than 45 inches all the way up until the 2004 season when he finally made the move from his trusted Titleist 975D long after the rest of the PGA Tour had swapped in newer technology. It was still another two years before Tiger made the move to a 460cc driver head in the pursuit of greater ball speed and forgiveness.

Tiger also held onto his 2-iron for a long time, and up until a few years ago would rotate it in and out of the bag with a 5-wood. 2019 was the first major tournament Tiger won using a 5-wood instead of his trusted 2-iron.

Masters Winning Gear from 1997 – 2019

Tiger Woods WITB 1997 Masters

Winning Score: -18 bested his next closest competitor Tom Kite by 12 shots!

5101543P BAY HILLS INVIT''L

Driver: King Cobra Deep Face (9 degrees)
Shaft: True Temper Dynamic Gold Tour Issue X100

3-wood: Titleist PT (15 degrees)
Shaft: True Temper Dynamic Gold Tour Issue X100 15

Irons: Mizuno MP-29 (2-4) and MP-14 (5-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: Cleveland 588 RTG (Raw Tour Grind) (56, 60 degrees)
Shafts: True Temper Dynamic Gold Tour Issue X100

Putter: Scotty Cameron Newport TeI3

Ball: Titleist Professional 90

Tiger Woods WITB 2001 Masters

Winning Score: -16, beat David Duval by 2 shots and Phil Mickelson by 3.

Driver: Titleist 975D (7.5 degrees)
Shaft: True Temper Dynamic Gold Tour Issue X100 shaft

3-wood: 
Titleist 970 (15 degrees)
Shafts: True Temper Dynamic Gold Tour Issue X100

Irons: 
Titleist 681 Forged (2-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: 
Titleist Vokey Design 200 Series (58 bent to 56 degrees, 6o degrees)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: 
Scotty Cameron Newport 2 GSS

Ball: 
Nike Tour Accuracy TW

6502203P THE MASTERS X

Tiger Woods WITB 2002 Masters

Winning Score: -12, was 3 shots better than Retief Goosen and 4 better than Phil Mickelson

Driver: Nike Forged Titanium (8.5 degrees)
Shaft: True Temper Dynamic Gold Tour Issue X100

3-wood: Titleist 970 (15 degrees)
Shaft: True Temper Dynamic Gold Tour Issue X100

Irons: Titleist 681 Forged Prototype (2-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: Titleist Vokey Design 200 Series (58 bent to 56 degrees, 6o degree)
Shafts: True Temper Dynamic Gold S400

Putter:
 Scotty Cameron Newport 2 GSS

Ball:
 Nike Tour Accuracy TW

1805138SH010_Amex_Champs

Tiger Woods WITB 2005 Masters

Winning Score: Tiger beat Chris DiMarco in a playoff after they both tied at -12. The next closest golfers were Luke Donald and Retief Goosen at -5.

Driver: Nike Ignite 460cc (8.5 degrees)
Shafts: Mitsubishi Diamana 83 TX

3-wood: Nike T60 Ignite (15 degrees )
Shaft: Mitsubishi Diamana Blue 103 TX

Irons: Nike Forged Blades (2-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: Nike Pro Combo (56 degrees), Nike Blade TW (60 degrees)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: Scotty Cameron Newport 2 GSS

Ball: Nike One Platinum TW

Tiger Woods WITB 2019 Masters

Winning Score: -13, was one shot better than Brooks Koepka, Dustin Johnson, and Xander Schauffele.

Driver: TaylorMade M5 (9 degrees)
Shaft: Mitsubishi Diamana D+ White 60 TX

3-wood: TaylorMade M5 (13 degrees)
Shaft: Mitsubishi Diamana D+ White 70 TX

5-wood: TaylorMade M3 (19 degrees)
Shaft: Mitsubishi Diamana D+ White 80 TX

Irons: TaylorMade P-7TW irons (3-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100

Wedges: TaylorMade Milled Grind Raw (56 and 60 degrees)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: Scotty Cameron Newport 2 GSS

Golf Ball: Bridgestone TourB XS

Grips: Golf Pride Tour Velvet Cord

 

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The irons GolfWRXers with a 10-18 handicap are playing

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In our forums, WRXer ‘jjfcpa’ dedicated a thread to irons that fellow members with a handicap in the 10 to 18 range play. ‘Jjfcpa’ himself currently plays Callaway Apex CF19’s, and our members have been discussing the irons they currently play and why in our forums.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • tangojay: “Ping G-700, Alta CB graphite shafts, hitting them long, high and straight. Hitting them same distance and higher than my seven-year-old G-25’s with steel shafts, am 58.”
  • SouthLand: “Right now it’s a set of Cobra Amp Cells (~2013 GI), but I am in the process of upgrading. Need more spin on the ball, as I’m way below the desired range for spin metrics mainly. Pro thinks I could pick up some distance with improvement there. Driver too.”
  • Twinsgroupie: “Coming from Cobra Tour Forged and just ordered a set of PXG 0211’s. I tend to like a little bit more of a players iron than game improvement. Ball striking of the irons is better than my handicap would lead you to believe – let please not talk about my short game and putting…”
  • pat_kato: “Was playing Nike Vapor Pro Combos then went with the Mizuno MP-20 MMC, and I love them.”
  • BPetry: “Just got a set of Cobra Forged Tec players distance irons and so far I really like them. I came from hitting Callaway Razr X MB’s or a set of MP-54’s that I still hit well when I swing well but needed the extra distance with a bit slower swing speeds as I get older.”

Entire Thread: “10-18 handicap: What irons?”

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What GolfWRXers are saying about Ping Eye 2 Berylliums

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In our forums, our members have been talking about Ping’s classic Eye 2 Berylliums after WRXer ‘mywong23’ kicked off a discussion on the irons. ‘Mywong23’, who refuses to replace them with newer technology, reaches out to fellow members who give their thoughts on the vintage clubs.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • Old Tom Morris: “I never liked the way they looked. The shape was funny, and the lack of ferrules turned me off. However, they were and still are an excellent iron that are as good as many models out now. Nothing wrong with gaming that set, not hurting you at all.”
  • need2golf: “The rich kids had the Eye 2’s back in the late ’80s, nothing wrong w/ that. I had Wilson 1200 GE’s. Years ago, I bought my very own Eye 2’s, loved them, but sold them. Just bought BeCu Eye 2’s a little while back, can’t play golf yet but dying to game them. I shot some great scores w/ the Eye 2’s several years ago, can’t go wrong.”
  • scruffynick: “No but they’re my dream irons. Used the stainless for best on two decades… They were the greatest irons ever made for me. But I’d love a set of BeCu…. Had a look while on lockdown as there’s a 6-PW in red dot and I’m so tempted but… Mrs not having it considering I’ve got brand new Mizunos in my locker.”
  • 14max: “I’ve always been partial to the steel EYE2s, but the nickel and copper ISIs have made their way into my bag on more than one occasion. The copper EYE2s are pretty special and just seeing them sitting in a bag makes me wax nostalgic…”
  • BobV56: “I played mine until 2018. Sometimes I still miss hitting them.”

Entire Thread: “Ping Eye 2 Berylliums”

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