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Home TaylorMade overcomes the economy to produce big results

In 2011, TaylorMade-adidas Golf revenues grew by 16% on a currency neutral basis despite an uncooperative global economy. Its growth was primarily driven by strong double-digit revenue increases in both metalwoods and putters, it said. Sales for adidas Golf also increased, mainly driven by double-digit r11growth in apparel. Currency translation effects negatively impacted TaylorMade-adidas Golf sales in euro terms. The Company’s revenues increased 15%, factoring in the effect of currency translation, to 1.044 billion euros from 909 million euros in the prior year. In the fourth quarter, revenues were 230 million euros, an increase of 34 million or 17% from the previous year when it recorded 196 million euros.

“There is no doubt that the star player of the golf industry in 2011 was TaylorMade-adidas Golf, as sales broke through the 1 billion euro barrier for the first time,” stated Herbert Hainer, Chief Executive Officer of adidas. “The white R11 series of drivers were without doubt the story of the year. Not only did they change the color of the game, this tuneable metalwood also catapulted our market share in the category in the US to over 40% for a large part of the year. In addition, the R11 irons also helped us to sustain leadership in that category, which we now have held for over a year. The speed and game-changing impact of our innovation and technology launches over several years has yielded clear market leadership in the sport. Last year was no exception,” he continued. “As I look forward, we will use 2012 to secure these market share wins and build on them further. Already, our latest revolutions, the R11S and RocketBallz, are shaping up to be retail hits as we deliver on our promise to help golfers to increase ball speed, distance and accuracy. Our success will also not just be limited to hard goods.
In performance golf apparel, we are adding an exciting new Fashion Performance line, which features bold colors and unique patterns, combining our proven apparel technologies with contemporary, fashion-forward styling. And with some other surprises in the bag, which you will see later in the year, our best days in golf are still ahead.”