That, too, was perceived as a gamble when TaylorMade launched its R11 drivers in 2011.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Wagner last year moved from Titleist to TaylorMade for his driver and three wood only.
Fast forward to today: TaylorMade hasn't just blown away Callaway, it now positively dominates the business.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Its sales have declined 26% since 2007, while TaylorMade's in that period are up 21%.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
That name, RocketBladez, and the related golf-ball name, RocketBallz, is an another example of TaylorMade's aggressive style.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
But the move to white was a home run, goosing TaylorMade's share of the driver market by 8%.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
The third leg of TaylorMade's success, besides Tour support and bold marketing, is ceaseless introduction of new products.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Adidas-TaylorMade's new driver offers its users a dizzying 168 separate settings, according to the company's brand director Jason Howarth.
Every bit of TaylorMade's growth has come from the hide of its competitors.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
TaylorMade launched the first commercially viable metal driver in 1979, the Pittsburgh Persimmon.
The first key to TaylorMade's success was getting as many clubs as possible into the hands of PGA Tour pros.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
TaylorMade claims their research shows that 80% of players use a driver with the wrong degree of loft for their swing.
"Let's say you make a drive go 25 yards shorter by aerodynamics, " said Dean Snell, TaylorMade's vice president for golf-ball research and development.
WSJ: Why a Ball Rollback Might Not Fly | Golf Journal by John Paul Newport
That name, RocketBalz, is an another example of TaylorMade's aggressive style.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
"You certainly can't use the word Augusta or the Masters or pretty much anything you'd like to use, " said Sean Toulon, executive vice president at TaylorMade.
Last year in the U.S., TaylorMade captured 47% of every dollar spent on woods (drivers, fairway woods and hybrids), according to Golf Datatech, the industry's leading market-research firm.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Filing non-resident U.S. tax returns, Goosen allocated 50% of his endorsement fees and bonuses from Acushnet, TaylorMade and Izod to personal services, classifying the other 50% as royalty income.
In 2001, TaylorMade wrested the title of No. 1 driver on Tour away from Titleist, according to the Darrell Survey, and it has creatively exploited that advantage ever since.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Getting comfortable with a new driver was a cinch, but he and the fitters in TaylorMade's equipment van, which follows the Tour, worked hard to get his three wood right.
Adidas-TaylorMade, the market leader, launched its Rocketballz range in 2012 claiming that in 2011 it gave better players 17 extra yards and now, it would give them an additional 10.
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey.
When other companies were forced to scale back costs during the recession that hit golf hard starting in 2008, TaylorMade, backed by its German parent, Adidas Group, turned up the heat.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Wiebe has been a longtime TaylorMade loyalist, going back to when they introduced the very first metal wood, a term that is no longer used, and he loved the new club.
TaylorMade also makes a green-accented "Season Opener" Adidas shoe.
Even so, for now, it's good to be TaylorMade.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
For example, he has deals that require him to use TaylorMade golf clubs and golf bags (owned by Adidas) and Titleist golf balls and golf gloves (owned by Acushnet) while wearing Izod apparel during play.
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But that doesn't prevent TaylorMade from coming out each year with special "Season Opener" bags for its players to use during the tournament, each done up in the Masters' well-known green, white and yellow color scheme.
Pebble Beach National Pro-Am, for example, TaylorMade players such as Dustin Johnson, Retief Goosen and Robert Garrigus will be wearing high-visibility yellow bucket hats, at least part of the time, to promote the company's latest RocketBladez irons.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
Pebble Beach National Pro-Am, for example, TaylorMade players such as Dustin Johnson, Retief Goosen and Robert Garrigus will be wearing high-visibility yellow bucket hats, at least part of the time, to promote the company's latest RocketBalz irons.
WSJ: How TaylorMade Made Its Move | Golf Journal by John Paul Newport
At each Performance Lab, TaylorMade stocks an array of interchangeable heads and shafts, and they immediately configure clubs based on the specs recommended by the MAT-T system for you to try on an outdoor range and validate.
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