adidas Golf

Corporate Headquarters: Carlsbad, California

Website: https://www.adidas.com/us/golf

Category: Apparel and Accessories

LEADERSHIP

Bjorn Gulden, CEO

Jeff Lienhart – President, adidas Golf

Masun Denison, Global Director adidas Golf

Shaun Madigan, Global Director, Product Marketing – Apparel & Accessories

Company Overview

adidas Golf is a prominent industry leader in golf apparel and footwear, operating as part of the world’s second-largest sporting goods manufacturer. The brand maintains its position through a dual focus on performance and style, living by the mantra “born of sport, rooted in golf.” In 2024, the parent company celebrated its 75th anniversary.

The company sells more than 850 product units annually across 160 countries, all featuring its iconic three-stripe logo. After separating from TaylorMade in 2017, adidas Golf has strengthened its focus on its core business of shoes and apparel, allowing for broader athlete partnerships and enhanced integration with the parent company’s resources.

“Our mission for our brand is to be the most progressive golf brand in the world,” said adidas Golf President Jeff Lienhart. “We’re part of the world’s greatest sport company. But our other foot is firmly in the game of golf and no one around this building or working in the business of golf can forget that’s who we are, and that’s the consumer we’re working for.”

Key Facts:

• Global distribution in 160 countries
• 850+ annual product units
• Strong presence in both performance and lifestyle golf wear
• Strategic focus on footwear and apparel innovation
• Integration with broader adidas brand resources and consumer insights

Notable Sponsored Athletes:

• Dustin Johnson
• Collin Morikawa
• Xander Schauffele
• Daniel Berger
• Tyrell Hatton
• Joaquin Niemann
• Aaron Wise
• Linn Grant
• Rose Zhang

Business Innovation

adidas Golf’s innovation strategy centers on blending performance technology with contemporary style and sustainable practices. The company’s flagship PLAY GREEN Collection exemplifies this approach, utilizing recycled materials while working toward the goal of replacing virgin polyester with recycled alternatives.

The adicross range represents another innovative breakthrough, successfully bridging the gap between sport and lifestyle by drawing inspiration from 1990s outdoor fashion and culture. In footwear, the Tour 360 line continues its 20-year legacy of setting industry standards for performance golf shoes, offering traditional and athletic uppers across both spiked and spikeless models. The company further differentiates itself through strategic partnerships with athletes from other sports, notably NFL star Patrick Mahomes, creating unique opportunities for cross-sport marketing and product development.

Strategic Focus Areas:

• Creativity
• Sustainability
• Versatility
• Inclusivity
• Fashion-forward design
• Performance technology

Future Focus

Under Jeff Lienhart’s leadership, adidas Golf continues to expand its market presence through:

• Integration of fashion trends into golf wear
• Cross-category innovation from other sports
• Expanded influencer and athlete partnerships
• Development of sustainable products and materials
• Focus on both traditional and lifestyle golf offerings

“We’re excited just from the standpoint that fashion trends seem to be more impactful than ever before,” says Lienhart. “People are able to bring what they’re comfortable wearing in everyday life to the course, which is exciting for us because as a brand we touch so many different sport categories and aspects of lifestyle.”

KEY TAKEAWAYS

adidas Golf maintains its position as a leading golf apparel and footwear brand by leveraging its sports heritage while embracing modern golf fashion trends. The company’s separation from TaylorMade has allowed for expanded athlete partnerships and closer alignment with the parent company’s resources and expertise. With a clear focus on sustainability, innovation, and style, adidas Golf continues to shape the future of golf wear while maintaining its performance heritage.