Callaway shows little interest in Adidas’s golf business

American sporting goods company Callaway said on Friday it is unlikely to bid for Adidas’ TaylorMade, the loss-making golf division that is officially up for sale.


TaylorMade

In an interview with Bloomberg, Callaway’s CEO Chip Brewer said he would consider approaching Nike-sponsored golf athletes, which include Rory McIlroy, Michelle Wie and Tiger Woods.

Callaway is the largest golf equipment manufacturer in America. It designs, manufactures, markets and sells golf equipment, golf accessories and lifestyle-related products.

Adidas announced the sale of parts of its golf unit earlier this year to focus on shoes and clothing. The company plans to stop selling golf clubs, balls and bags from its brands TaylorMade, Adams and Ashworth, however it will continue to offer golf footwear and apparel.

The announcement was not a surprise, as the company had previously admitted it was considering a sale of the loss-making business. Adidas was the most popular golf brand in the 2000s, when Tiger Woods was in his prime, but the German sportswear company was too slow to react to the golf market’s decline.

The number of people playing golf in the US, the largest global golf market, has fallen sharply over the years. To boost participation among millenials, Callaway is partnering with Dude Perfect, a popular YouTube-based sports entertainment group and investing in a golf-inspired restaurant-entertainment company.

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