By ALEX MICELI
Golfweek Contributor LOS ANGELES – In a move to expand its brand awareness in golf, Adidas, the parent company of TaylorMade Golf, has a new golf bag on the PGA Tour – and it belongs to Sergio Garcia, the No. 12 player in the world.
Garcia, an Adidas staff player since 1999 and TaylorMade staff player since 2003, debuted the new Adidas bag at Riviera Country Club Tuesday, playing a practice round for the Northern Trust Open. The new black bag, which has three silver stripes on the side and bottom, also features Garcia’s name emblazoned in red and yellow, the colors of his native Spain.
The genesis of the change was born through discussions between Garcia and Taylor Made CEO Mark King when King visited Garcia in Spain late last year. As of Tuesday, Garcia, who used to wear an Adidas hat, now will wear a TaylorMade logo on the front of his cap.
Since Adidas bought TaylorMade Golf in 1998, the traditional three-stripes logo has been overshadowed on tour by the TaylorMade logo. The Adidas logo has been mostly limited to apparel, while TaylorMade staff players show off the TaylorMade emblem on bags and hats.
Adidas also unveiled a new Tour van at Riviera on Tuesday that will make occasional appearances on the PGA Tour. The company is introducing a new shoe this week – the Tour360 Limited. An Adidas spokesman said the company expects 20 or more pros to be wearing the shoe at this week’s event.
Posted: 2/12/2008
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