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Is Adams Golf coming back?

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If you happen to have “Adams Golf is resurrected” on your 2020 golf equipment bingo card—congratulations because it appears that after a total social media and club release blackout which started in May of 2016, something has awoken this OEM (or at least the social media manager) from a deep sleep.

The first sign of life was on their Twitter page, followed by an identical post on their Instagram page towards the end of last week referring to Pinehurst and the limited edition headcovers they produced for the 2014 major championships.

Then yesterday afternoon, there was a followup post on Instagram showcasing their XTD Forged irons backdropped by a links course. If Adams is looking to drum up interest based on nostalgia, so far they are doing a great job because the XTD Forged irons are still considered to be one of the best they ever produced. In fact, we should probably give more credit to Adams for introducing the world to a better player’s floating face iron.

What does it really mean for Adams?

Is this someone in TaylorMade’s marketing department having a bit of fun? Remember TaylorMade back when it was still TaylorMade/Adidas bought Adams and all of its IP in the spring of 2012 for around $70 million. I recounted why that may have occurred here: Remembering the greatest club launches of 2011, which went into a deep history on slotted wood technology and the end of Adams.

From what I have experienced, Adams still has a deep cult following with better players thanks to the hybrids they produced as well as their forged irons, which flew well under the radar for a long time but were among the best in the business. Even their final line of XTD woods pushed the boundary of technology and offered amazing performance.

In the end, this could be just a few people having some fun with an old social media account to judge interest and get some feedback—which I should note is clearly working, because I sat down to write this. The other more plausible explanation is TaylorMade is actually looking to bring Adams back as a more price-conscious option, which makes some sense since considering the recent influx of new golfers in 2020 and the massive popularity of package sets—something Adams was well known for.

Whatever is happening we will continue to ask questions until we get to the bottom of this Adams mystery.

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Ryan Barath is part of the Digital Content Creation Team for GolfWRX. He hosts the "On Spec" Podcast on the GolfWRX Radio Network which focuses on discussing everything golf, including gear, technology, fitting, and course architecture. He is a club-fitter & master club builder with more than 17 years of experience working with golfers of all skill levels, including PGA Tour players. He is the former Build Shop Manager & Social Media Coordinator for Modern Golf. He now works independently from his home shop and is a member of advisory panels to a select number of golf equipment manufacturers. You can find Ryan on Twitter and Instagram where he's always willing to chat golf, and share his passion for club building, course architecture and wedge grinding.

6 Comments

6 Comments

  1. Douglas Pudsey

    Aug 20, 2020 at 11:32 am

    Currently still playing with the original senior combo irons and at my age the new designs are not for me. Still enjoying the original product.

  2. Delbert

    Aug 19, 2020 at 11:05 pm

    Bring back the old Adams and Yes! putters. Please don’t tease us anymore.

  3. Alex

    Aug 19, 2020 at 3:10 pm

    Please re-release the og Idea Gold Pro hybrids

  4. JP

    Aug 19, 2020 at 1:36 pm

    It will be a sad day when taylormade brings Adams back as a bargain brand with poor quality. It will tarnish the brand name and image that was so great based on their quality and hybrid innovations. Don’t do it TM, just let Adams R.I.P.

  5. Howard Hayden

    Aug 19, 2020 at 12:56 pm

    Hope they do it but, if they do, I question the level of commitment to quality and innovation as a secondary brand to TM. Fingers crossed.

  6. Brandon

    Aug 19, 2020 at 9:38 am

    I’ve been meaning to pick up a set of those XTD forged irons for a while. Anyone have any feedback on the feel?

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19th Hole

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19th Hole

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19th Hole

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