Adams Golf, known for producing some of the game’s easiest to hit clubs for golfers at every level – notably hybrids and hybrid iron sets – is integrating the “Make Golf Easy” philosophy into every facet of the company’s business.
“This philosophy reflects the start of a new era for Adams, where interacting with our company will be simpler for golfers, vendors, retail partners and pro shops,” said John Ward, President of Adams Golf. “The entire industry will experience a new Adams that offers trouble-free purchase promotions, strategic expansion into international markets, an easy-going, fan-friendly Tour team, strategic business and marketing partnerships and a renewed commitment into our pursuit of product innovation – all with the mindset to ‘Make Golf Easy.’”
A New Era. A New Look.
This commitment demands a new logo, corporate colours and attitude. The brand’s primary mark now includes a script typeface “Adams” that will be seen on clubs, accessories and marketing assets. Added to the portfolio for the first time is a recognizable, standalone emblem. A script “A” features the design element of a golf club on the left leg, while the entire letter is surrounded by a two-stripe oval that represents the golf swing path.
For most of the company’s history the primary colour palette has been red and black. Moving forward, blue (PANTONE 294) will become the primary colour, with red (PANTONE 187) white, black and silver as complements.
“Our goal throughout was to find a design that has global appeal and reflects the new personality and positioning of the brand,” said Scott Blevins, Senior Vice President of Marketing. “We feel that this new look will help Adams become more recognizable around the world in a more consistent and contemporary manner. It’s a fun and friendly design that we think appeals to our broad customer base along with those who don’t yet know much about our company and products.”
Tour professionals have already begun sporting the new look on headwear and bags. The first product to feature the mark will be the new Tight Lies fairway wood, a technologically-advanced re-birth of the club that put Adams ‘on the map’.
Simon Homer, Head of Adams Golf Europe, added: “This is an exciting time for our business. The new branding is just the start of establishing a new identity for Adams Golf in Europe and reinforcing the key attributes of our products and the way we do business to all our stakeholders.”
Adams Golf www.adamsgolf.eu
In each month and year listed below every article that has ever appeared in golfbusinessnews is reproduced in reverse date order.