TaylorMade-Adidas Golf announced record sales of $508 million globally in the first quarter of 2012, a 32 percent increase on a currency-neutral basis over the prior year. TaylorMade's statement came out the same day that its parent, Adidas Group, posted earnings.
The success was driven by its 2012 product lineup, with all key categories growing at a double-digit rate. In the competitive metalwood category, TaylorMade saw particularly strong global sales, up 28 percent, fueled by high demand for the new line of RocketBallz and R11S metalwoods. Irons recorded outstanding growth, with sales increasing 63 percent in the quarter. Additionally, double-digit sales growth in other categories — putters (+17 percent), balls (+21 percent), footwear (+32 percent), apparel (+10 percent) and triple-digit growth in bags (+116 percent) — supported the stellar sales performance. These were just some of the highlights from the quarter's strong performance, which enabled TaylorMade-adidas Golf to almost double its operating profit compared to a year ago.
In February, TaylorMade-branded metalwoods set a new industry record for U.S. monthly market dollar share at 52 percent (1). In irons, TaylorMade continues to solidify itself as No. 1 in U.S. market share (1) for the 15th consecutive month.
“The consumer response to our products has been incredible and has catapulted our company into uncharted waters,” said Mark King, president and CEO. “As golfers ourselves, it's extremely gratifying to bring products to market that golfers are excited about buying, and keeps us motivated to keep doing what we're doing.”
(1) Golf Datatech, February 2012, dollar share, on/off course
Adidas Group also owns Reebok, Rockport and Reebok-CCM Hockey.
