Adidas myy TaylorMaden ja keskittyy urheiluvaatteisiin ja -kenkiin
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Jason Dayn, Dustin Johnsonin, Sergio Garcian ja monen muun huipun työnantaja vaihtaa omistajaa, jos Adidaksen suunnitelmat toteutuvat.
Urheiluvälinejätti Adidas ilmoitti tänään 4.5. hyvästä ensimmäisen kvartaalin tuloksestaan. Samalla viime syksystä asti esillä olleet myyntiaikeet konkretisoituivat: yhtiö on päättänyt keskittyä urheiluvaatteisiin ja -kenkiin, joten se aloittaa neuvottelut golftoimintojen myymisestä.
TaylorMade on yhtiön brändeistä tunnetuin ja selvästi kannattavin osa golfliiketoimintaa. Merkin draverit ja muut puumailat ovat olleet myyntitilastojen kärjessä vuosikausia – ja myös erittäin suosittuja tour-pelaajien keskuudessa. Uusia tuotteita on tuotu markkinoille valtavalla vauhdilla, ja kehitystyö on ollut nopeaa viime vuosina. Nyt Adidas haluaa ilmeisesti karsia tuotevalikoimaansa ja jättää golfmallistoon vain Adidaksen golfvaatteet ja -kengät, joita luvataan kehittää jatkossakin.
Miten TaylorMade-Adidaksen tallissa pelaavien huippujen sopimuksille käy, on vielä epäselvää. Tallissa pelaa joukko nimekkäitä pelaajia, kuten Jason Day, Dustin Johnson, Martin Kaymer, Justin Rose, Sergio Garcia, J.B. Holmes, Darren Clarke ja Ryan Moore. Heistä osalla sopimukseen kuuluvat myös Adidaksen vaatteet, kengät ja asusteet, osalla taasen vaatesponsori on erikseen.
Adidaksen golfbrändeihin kuuluvat myös vuonna 2012 hankittu Adams Golf ja vuonna 2008 hankittu Ashworth Golf, jotka tulevat myös myyntiin. Adamsin ja Ashworthin tulokset ovat ilmeisen huonoja eikä TaylorMaden hyvä myynti ole tehnyt koko konsernin golfliiketoiminnasta riittävän kannattavaa. TaylorMade on ollut osa Adidas-konsernia vuodesta 1997.
Liiketoimintamuutoksen taustalla lienee myös amerikkalaisten kiinnostuksen lopahtaminen: Yhdysvalloissa arvioidaan olevan nyt noin 23 miljoonaa golfaria, kun vielä 15 vuotta sitten lukema oli noin 30 miljoonaa.
Kuka brändit lopulta ostaa ja miten tallipelaajille käy? Veikkaanpa, ettemme joudu odottamaan kovin kauan.
Lue lisää: Adidaksen tiedote
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