Adams Golf is back. And if you caught the hype video on social media last week, you’d know the branding is just a little different from the Jack Whitaker Tight Lies infomercial of the 90s.

If you didn’t, take a minute to familiarize yourself.

Adams clubs are coming and they’re Built for Play. #PlayAdams pic.twitter.com/grSM8AoEpo

— Adams Golf (@AdamsGolf) April 27, 2023

The largely dormant-since-2016 TaylorMade subsidiary has risen from the dead for 2023 as a direct-to-consumer, value and ease-centric golf equipment company offering a full range of clubs.

Or as the company puts it in a press release, “The new Adams Golf brand is set out to be a digitally native leader in direct-to-consumer golf equipment as a simple, aspirational and accessible golf brand.”

That’s right, Idea, C-Groove (Adams acquired Yes! Putters in 2011).

Citing the pandemic boom of new and returning golfers, TaylorMade/Adams believes there’s a growing segment of the golfing population looking for modern performance and technology at an affordable price, and, as Adams says “all with a look that still says: “I’m a golfer.”

“We view the relaunch of Adams Golf as an opportunity to speak directly to this emerging population of new golfers with equipment that checks the box in each of these categories. Beyond that, we aim to build a brand that appeals to a wide range of players from different backgrounds, playing experiences and viewpoints on the game. We’re pushing this brand to be progressive and different, but at the same time deliver performance equipment straight to the consumer’s door that enhances enjoyment of the game,” said John Gonsalves, VP of Direct-to-Consumer. 

Let’s get to the clubs — driver, fairway, hybrid, irons, and wedge — first by digging into key technology across the line.

• Velocity Slot: An OG Adams technology, a Velocity Slot on the driver, fairway, and hybrids soles flexes and rebounds for optimum energy transfer (faster ball speeds), particularly on off-center strikes.
• Variable face thickness: Designed to deliver the highest ball speed on center strikes and improved speed on off-center strikes.
• Tri-Sole design: The signature element of the 1995 Tight Lies franchise, the design aims to enhance versatility and improve turf interaction by limiting the sole area that’s in contact with the turf.

 

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Adams Idea driver

• Multi-material: Carbon fiber crown, sole panel
• Weighted for a slight draw bias
• 4-degree loft sleeve
• Mid-high launch, mid-low spin

Adams Idea fairways, hybrids

• Carbon crown for weight savings and redistribution, higher MOI
• Shallow face for ease of getting the ball airborn from the fairway
• Hybrids also feature a carbon crown with strategic weighting, low center of gravity

Adams Idea irons

• Hollow body construction
• 360-degree undercut
• Ultra-low CG
• Variable hosel length for precise CG placement
• Internal geometry designed specifically to mitigate sound and heighten feel at impact

Modern spec package: Progressive offset, slightly weaker lofts for easier launch, and a confidence-inspiring shape.

Adams Idea wedges

• High CG placement for more controlled flight
• C-grind sole for versatility with wide, high bounce sole
• Undercut geometry to move weight from bottom to top of the club
• Milled face and grooves

C-Groove putters

As a refresher, Adams Golf, which TaylorMade purchased in 2012, purchased Yes! Putters in 2011. Hence, Yes! C-Groove technology features prominently in these new putters.

• Prospect blade (mid-slant hosel)
• Misson mallet (single-bend hosel)
• Crafted from 303 stainless steel
• Rich black matte finish

 

Pricing and availability

The driver is priced at $299.99 and comes in RH and LH 9.0, 10.5, and 12-degree loft offerings. Fairways and hybrids are available for $199 and $179 respectively. The fairways come in RH and LH 3-wood (15 degrees), 5-wood (18 degrees), and 7-wood (21 degrees) offerings, as well as a Lite version for 3-wood and 5-wood. Hybrid loft offerings are 3 (20 degrees), 4 (23 degrees), 5 (26 degrees), and 6 (30 degrees).

Adams Idea irons are sold as a 7-piece set for $599 (steel) and $699 (graphite) from 4-PW, AW.

Adams Idea wedges are priced at $99 (steel) and $119 (graphite) per wedge and come in 54.14 and 58.12 lofts.

All Adams products come with aftermarket shafts and grips. Adams Idea drivers, fairways and hybrids are equipped with UST Mamiya Helium NanoCore Black (50g, 40g) shaft (S, R, A). The irons have KBS Max 85 steel shafts or UST Helium NanoCore Black (60g, 50g) graphite shafts, while wedges feature a KBS Hi-Rev 2.0 steel shaft or UST Helium NanoCore Black (45g) graphite shaft.

Lamkin’s Crossline 360 Grey/Black (50g) round grip is standard.

There is also a Lite offering in specific lofts for players who need shorter build length and overall lighter weight.

Adams C-Groove putters are available starting May 1 at Adams’ website for $149. The Prospect comes with a mid-slant hosel and Mission in a single bend hosel. Both putters have RH and LH versions with lengths of 34 and 35 inches and a Lamkin Deep Etched Grip.

In addition to individual club purchases, Adams also offers three new set configurations, all via adamsgolf.com:

• Full Set – Full 14 club bag, available in RH or LH with steel or graphite shaft options (stiff or regular flex).
• Short Set – Driver, fairway, hybrid, 6-PW, SW, LW, putter, and bag. Available in RH or LW with steel or graphite shaft options (stiff or regular flex).
• Muni Set – Driver, hybrid, 6-iron, 8-iron, PW, SW, putter, and bag. Available in RH or LH with regular or Lite flex steel shafts. Lite flex is only available in RH.

Custom offerings will arrive later in the spring. All Adams clubs come with a 60-day money-back guarantee (terms and conditions apply).

Check out more photos in the GolfWRX forums.

See what GolfWRXers are saying in the forums.