Adidas'S Attitude Towards Golf Has Changed.

Adidas is reexamining its attitude towards golf.

"Now we are positioning golf as a sport (not just for leisure), but also a real athlete in golf."

Melissa Ziegler, global marketing director at Adidas Golf department.

He disclosed that Adidas would disrupt cooperation with creative company Krastner & Partners3, and will cooperate with Venables Bell & Partners to develop golf products in the future.

"It is harder than ever to re attract or retain golf players under the age of 45."

Wrote.

In recent years, golf products seem to have a new growth momentum.

Adidas didn't pay enough attention to golf products before.

After the global financial crisis in 2008, the golf industry was in crisis.

In 2014, Dick'sSportingGoods, an American sports product retailer, pointed out that the fever of golf has affected its sales performance.

Another reason why Adidas did not attach much importance to golf before was that golf has always been less attractive to young people.

The consumption habits of the millennial generation are changing. They are more willing to spend money on video games rather than training golf courses.

Wealthy Americans are returning to golf courses, and golf courses are selling well.

Those who earn more than 100 thousand a year account for 45% of all golf players, compared with 40% in 2005.

In the US market, the decline is just the lower end of the golf product line.

Now the United States is the largest market for golf. Half of the world's golf courses and players are in the United States. In 2011, the sport contributed about US $70 billion to the United States.

In 2013, about 25 million Americans were playing golf.

Golf is becoming more and more popular in China.

Golf business is developing well and Czech and Germany are also in the market.

For production

For the sporting goods business, golf business is a cake that can not be ignored.

Over the past 3 years, Adidas's share in the North American market has been declining.

Once Nike's biggest competitor, but now UnderAmour has surpassed Adidas, becoming the second largest sport brand in the North American market.

In golf business, UnderAmour seems to be more enlightened than Adidas.

You know, 3 years ago, UnderAmour had no name in golf.

In 2013, UnderAmour invited the 21 year old golf champion.

Endorsement and re signed a 10 year contract with champion JordanSpieth of the US Golf masters this year.

It may not be so easy for Adidas to wake up.

Besides, is golf really just a recreational sport? It has been the official event of the 2016 Summer Olympic Games.