Font Size
Join our Mailing List

Another clue has arrived that offers some insight into how the golf economy is looking in the early going for 2015. First quarter sales at TaylorMade came in at 280 million euros versus 264 million euros in 2014. Foreign currency translation effects positively impacted TaylorMade sales in euro terms, the company reported. Its revenues declined 9% on a currency-neutral basis in the first quarter of 2015, it said. TaylorMade’s parent company, adidas, reported sales declines in metalwoods and the iron categories, which couldn’t offset a double-digit increase in golf apparel sales.

“At TaylorMade-adidas Golf, where both the market and our business are emerging from the challenges we faced in 2014, we have also seen strong response to out first major product launches in over a year,” wrote Herbert Hainer, adidas Group CEO to shareholders. “There is no doubt our strong product line up as well as a cleaner market environment puts us up for growth going forward. But here too, we have learned our lesson from the past. We will definitely not sacrifice the long term success of our TaylorMade-adidas Golf business for short term goals. Instead, we will very closely monitor the industry and only slowly increase the volumes we are bringing to market. So while our first quarter performance definitely reflects a sequential improvement, it also shows that every decision we make and every product we launch needs to be for the long term benefit of out business.”

In the first quarter of 2015, TaylorMade introduced the R15 driver, Aeroburner metalwoods along with adipower Boost golf shoes and Red hybrid under the Adams Golf brand. adidas is projecting that TaylorMade will see major product launches in core categories such as metalwoods and irons throughout the year. In addition, new product introductions in footwear should support growth in the golf division, according to its parent company.