Adams Golf signs a true young LPGA star in Brittany Lincicome

If you happen to peruse the “Tour” page of the Adams Golf website, you’ll notice that the cast of characters looks like it was taken from extras from the movie “Grumpy Old Men": Jose Maria Cañizares, Allen Doyle, Morris Hatalsky, Tom Jenkins, Jerry pate, Dana Quigley, Des Smyth, Tom Watson, D.A. Weibring, and R.W. Eaks.

To be fair, the pioneering makers of the Tight Lies low-profile fairway wood do have one young stallion in their stalls in Bubba Dickerson. Oh, and they just announced the signing of some young German buck named Bernhard Langer.

My point is this: Does it make much business sense to sign a bunch of pros whose names aren’t recognizable to anyone under 40? I mean, what kind of a marketing plan is it to target old white guys? This is a demographic that gives up the game faster than they take it up.

They tend to die sooner than members of most other market sectors, too.

There is, however, evidence that Adams Golf is trying to animate its, ahem, ancient image, by targeting one demographic group that actually is picking up clubs faster than it is pushing up daisies: women.

The first indication of their shift in strategy was the announcement on Feb. 7, 2007, that Adams was planning to acquire “certain assets” of Women’s Golf Unlimited, whose brands include Square Two Golf and Lady Fairway.

The second indication was the signing of a true young LPGA star, Brittany Lincicome. The comely 21-year-old was the winner of the 2006 HSBC Women’s World Match Play Championship last July, beating out the likes of Juli Inkster, Lorena Ochoa, and – gasp! – Michelle Wie to claim the $500,000 paycheck.

Golf Digest writer Ron Kaspirske literally gushes about Lincicome in the February issue, characterizing her as an approachable, poker-playing, prom-queen who drives the ball 300-yards.

Although it kills me to say so, I have to agree with Kaspirske. I followed Lincicome when she shot a first round 66 to take the lead after day one in the 2004 U.S. Women’s Open. She was but a tender 18-year-old, and no one had ever heard of her, least of all the gaggle of media following around a certain six-foot tall Hawaiian girl.

Sure enough, despite the sudden and unexpected adulation, Lincicome was indeed approachable, happy to talk to any old golf reporter who “happened” to be chatting with the girl’s father before the second round.

A sweet kid who, in fact, does have a prom-queen’s smile. At least she did, until she shot a 77 the second day. I believe a saw a few tears.

Nevertheless, Brittany turned pro soon after the Open that year, and has never looked back. Last year, she was second in driving distance (278.6 yards) on the LPGA Tour, 9th in GIR, and 14th on the money list. If her putting improves, she’ll be a regular contender.

Maybe she’s actually a perfect fit for the Old Boys’ Club at Adams (and I do mean OLD). You can almost see her dealing out a hand of Texas Hold’em in the equipment trailer, puffing on a stogie with Dana Quigley, fishing with Allen Doyle, and out-driving Tom Watson.

It seems the only thing she can’t do is complain about her enlarged prostate.

Brittany Lincicome beams after winning the 2006 HSBC Women’s World Match Play Championship.