By ED TRAVIS
Adams Golf, owned by TaylorMade Golf, is undergoing another resurrection as a consumer-direct company with the recent introduction of the Idea family of clubs.
Fast Facts Adams Golf Idea Family—Game-improvement category
Idea Driver
Carbon fiber crown
Carbon fiber sole panel
Draw bias
Adjustable hosel +/- 2°
Variable face thickness
Velocity Slot
Stock shaft: Helium NanoCore Black 5
Stock grip: Lamkin Crossline 360 Grey/Black 50g Round
$299.99
Idea Fairway Woods
Carbon fiber crown
Velocity Slot
Tri-Sole design
Lofts: 3-wood 15°, 5-wood 18°, 7-wood 21°
Stock shaft: Helium NanoCore Black 5
Stock grip: Lamkin Crossline 360 Grey/Black 50g Round
$199.99
Idea Hybrids
Tri-Sole design
Stock shaft: Helium NanoCore Black 6
Stock grip: Lamkin Crossline 360 Grey/Black 50g Round
$179.99
Idea Irons
Cavity back
Hollow body construction
Variable thickness face
Variable hosel length
Lofts: 5-iron 23°, pitching wedge 44.5°
Stock shaft: Helium NanoCore Black 6, KBS Max 85
Stock grip: Lamkin Crossline 360 Grey/Black 50g Round
7-piece set $599 (steel), $699 (graphite)
WYNTK
It’s been over ten years since TaylorMade purchased Adams Golf and the company famous for the Tight Lies hybrids since all but disappeared with speculation at the time was centered around TaylorMade looking to thin the competitive environment and gain access to Adams innovative Velocity Slot technology which TaylorMade now uses and calls a Speed Pocket.
The reintroduction of the Adams Idea family is built around what are now standard design components in a direct-to-consumer business model with clubs constructed with lots of forgiveness and easy launch targeted for use by the growing number of new and returning players in the game.
Pricing is very competitive and should be attractive to a wide range of players.
According to John Gonsalves, VP of Direct-to-Consumer for Adams, “We view the relaunch of Adams Golf as an opportunity to speak directly to this emerging population of new golfers with equipment that checks the box in each of these categories. Beyond that, we aim to build a brand that appeals to a wide range of players from different backgrounds, playing experiences and viewpoints on the game. We’re pushing this brand to be progressive and different, but at the same time deliver performance equipment straight to the consumer’s door that enhances enjoyment of the game.”
