TaylorMade-adidas Golf hits record sales

TaylorMade-adidas Golf caps
Dustin Johnson via Twitter
TaylorMade staffer tweeted this photo of the #IER caps he's wearing at the Cadillac Championship.

Series: Golf Buzz

Published: Thursday, March 07, 2013 | 6:36 p.m.

TaylorMade-adidas Golf has been the biggest success story in golf – and I would argue one of the most notable success stories in all of business – in recent years.

The latest proof of that came Thursday, when TaylorMade announced that it achieved record sales in 2012, bringing in more than $1.7 billion. With sales of golf clubs, balls, footwear, apparel and accessories up 20 percent on a currency-neutral basis, the company said, last year was its best ever.

In 2012, the company said, TMaG further strengthened its position as the world's best-selling metalwood brand with a 21 percent increase in that category, which consists of drivers, fairway woods and rescue clubs. The company also grew its iron category by 32 percent. In the United States, which accounts for about half its global sales. TMaG's metalwood market share in dollars was 4 percent and its iron share was 25 percent.

Rounding out its portfolio of growth categories, TMaG saw significant sales gains in footwear (+19 percent), golf bags (+47 percent) and other golf hardware (+48 percent).

The company attributes its 2012 success to the popularity of its adjustable R11S driver and its distance-generating RocketBallz line of clubs. In fact, TaylorMade called the demand for its RocketBallz clubs ''extraordinary.''

Anecdotal evidence so far this year indicates that 2013 will be another strong year, with the second-generation Stage 2 RocketBallz fairway clubs, the RocketBladez irons and the new R1 driver taking the baton from their predecessors. The company also is continuing its relentless marketing pace – this week at the WGC-Cadillac Championship at Doral, for example, TaylorMade staffers are sporting bags and apparel with the #IER hashtag to promote the official tour launch of the RocketBallz Stage 2 clubs (they're ''RocketBallz-ier'').