A generational divide was forming in golf which put TaylorMade in an odd position. We needed to find a way to position Adams — a 100% DTC proposition — without depositioning TaylorMade.

We found The Adams golfer — a good golfer that took just as much joy from the moments between the shots as the shots themselves — and learned they were feeling a bit overwhelmed by the retail experience.

We broke away from the technical tropes and connected Adam’s innovations to the benefit no one was talking about — Play — creating an all-encompassing platform that encouraged people to upgrade their game.