TaylorMade's purchase of Adams Golf a solid move

The news that TaylorMade Golf has purchased Adams Golf for $70 million doesn’t come as a surprise to many industry insiders.

Adams Golf, based in Texas, has been looking for ways to salvage its brand since the economy went south in 2009. Adams has always been the “little equipment company that could,” taking on the big boys like TaylorMade and Callaway by creating great products, despite smaller budgets and less resources for research and development, marketing, PR, you name it.

I’ve always been a fan. I have an Adams Idea Tech hybrid from a few years ago that changed my game. It allowed me to hit longer, more consistent shots from the rough on long par-5s and par-4s. The photo above is of the latest Idea hybrid.

Adams Golf’s niche has been to help golfers like me … a middle to higher handicap … to hit better shots. Their bold move to create hybrids that replace every iron in your bag has been embraced by women and seniors. Adams’ position in the market is what makes this transaction work.

TaylorMade produces equipment geared toward top TOUR pros and lower handicaps (although they are embraced by all levels of golfers by the sheer power of the brand). The R11 and R11s drivers have been huge successes. I’m a believer that the new Rocketballz line (see a photo of the fairway wood below) isn’t just fancy marketing and a gimmicky name, either. It’s serious technology that goes long off the tee. The two companies complement one another.

It’s a tumultuous time at Adams Golf. Former CEO Chip Brewer just left to take over at Callaway, and I’m sure there will be some painful steps along the way under TaylorMade. But the products Adams was really good at - hybrids, underrated drivers, other forgiving clubs - could continue to be successful, no matter what name they’re manufactured and marketed under. The ball is in TaylorMade’s court to make it all work.