Adidas Golf Knows How To Target Its Female Audience

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Adidas Golf Knows How To Target Its Female Audience

Příspěvekod JeffSkipper v stř 30. kvě 2018 4:12:02

The Carlsbad, Calif. headquarters of adidas Golf is under construction these days. Off to the left of the lobby, temporary plywood and cardboard adidas football boots sale lie along the hallway floor leading down to what will be an expanded, brand-new in-house retail showroom. Ever since its parent entity adidas sold off golf equipment manufacturer TaylorMade last year, adidas Golf has been flourishing in its relative autonomy. Officials say the upcoming “all adidas” showroom will hold a much wider appeal than it previously did in presenting the brand’s popular clothing, shoes and accessories to its trade customers. That new energy can be felt throughout the building. It starts with the company’s fresh approach to designing products. Through feedback from focus groups, consumers and Tour pros, the team created a male and female muse -- respectively named Tom and Carrie -- that each represent a cross-section of the adidas Golf target audience.

adidas f10 trx astro turf football boots Carrie is a compilation of female golfers from North America, Japan, Europe and South Korea -- a combination of women that makes up 86 percent of women’s golf sales, according to Courtney McHugh, senior director of brand marketing. “Carrie loves to be noticed, keeps a USGA handicap, and loves to wear golf apparel on and off the course. And she looks everywhere for inspiration,” says McHugh, who is looking to spread awareness that Women’s Golf Day is coming up June 5.Using Carrie as a target consumer, so to speak, has helped boost the company’s women’s business. Officials claim adidas now owns 20 percent of the women’s worldwide golf footwear market share, as opposed to just 2 percent some 20 years ago. And they credit the new approach -- along with relying on their LPGA Tour staffers, such as Paula Creamer, Danielle Kang and Jessica Korda -- as key ingredients to the newfound success of the design team. Tour staffers are already wearing prototype products for next year, sharing their thoughts with McHugh’s team along the way.

adidas f50 adizero trx fg mens soccer cleat I think it’s really cool,” says Korda. “Not a lot of girls can say that they’re an adidas ambassador. I look at the other athletes who wear adidas and feel proud to be part of that group. It’s a huge honor for me. I’ve worn three stripes (the adidas renowned logo) forever and hope to wear it forever. The design team does an amazing job. I still don’t know how they can design three seasons ahead. I still hoard all the vests, because they are some of my favorite pieces in the line.”And that makes complete sense to the adidas Golf designers, who are making their clothing and outerwear now to be more versatile so that it can be worn on and off the course, while looking flattering and feminine. The same mentality applies to shoes, which McHugh says used to be designed in a “shrink it and pink it” mode in which men’s shoes would be sold in women’s sizes with pastel colors. Now adidas uses female-centric lasts and toolings for women’s shoes, and makes those models with more textile fabrics that stretch, are breathable and enhance comfort. Plus, the women’s shoes have plenty of arch support. "We take a women's-specific approach with the entire women's line," says McHugh. "It's not an adaptation of our men's approach. And it seems to be working well."

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