Fifteen years before the current golf boom started, Adams Golf was on a roll. The Plano, Texas-based company made highly regarded hybrids played by numerous PGA Tour stars off contract, disguising them by covering the clubs with headcovers from brands they were paid to use. Adams also made innovative woods, irons, wedges and putters before it was purchased by TaylorMade-Adidas Golf in 2012 for $70 million.
In the following years, some Adams Golf technologies and ideas made their way into TaylorMade clubs, but the brand faded with time. Until now.
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Adams Golf – which is still owned by TaylorMade – has announced a rebranding of the company, including a new logo, a new line of clubs and a new direct-to-consumer sales approach. Adams’ target market is the large number of new players who have taken up the game over the last three years, younger golfers (27 percent of new golfers are aged 18-34 in 2020) and golfers who have rediscovered the sport. Adams is not making boxed sets for these players or focusing on max-game-improvement clubs. Instead, the goal is to offer well-made equipment that has technologies, features and benefits found in higher-priced clubs but sell those clubs at a lower cost.
People’s buying habits have changed since Adams was a prominent brand in the ’90s and 2000s, so the company is trying to make itself available to younger players and other golfers who are used to buying things online. You won’t find Adams’ new drivers, fairway woods, hybrids, irons, wedges or putters in golf shops. Instead, individual clubs and full sets can be purchased at adamsgolf.com, which all come with a 60-day, money-back guarantee.
Here’s the new Adams Idea lineup for 2023, all of which will be available for right- or left-handed golfers: