Adidas Tees Up Comfort-Food Collab as Tiger Woods Returns to Golf – Sourcing Journal
From April 7 to 10, the Masters Tournament puts golf back in the spotlight.
Tiger Woods sparked intrigue this week when the five-time Green Jacket winner said on Tuesday he planned to play in this week’s tournament, less than 14 months after a car crash outside Los Angeles took him to the hospital with serious injuries to his right leg that required orthopedics. transaction.
“Right now I feel like I’m going to play,” Woods told reporters at a news conference on Tuesday.
But the golf champion’s unexpected return is also notable for what he wears or doesn’t wear, as the case may be.
The longtime Nike brand ambassador stepped out in Swoosh-less shoes to practice earlier this week at Georgia’s Augusta National Golf Club ahead of Tuesday’s press conference, prompting the footwear giant to issue a response .
“Like golf fans around the world, we are thrilled to see Tiger back on the course. He is an incredible athlete, and it is phenomenal to see him return to the game at this level,” Nike said in a statement. . “His story continues to transcend sport and inspire us all. As he continues his comeback, we will work with him to meet his new needs.
Among these “new needs,” the World Golf Hall of Famer prioritizes high-stability shoes that compensate for the reduced range of motion in his right leg.
“I now have very limited mobility with the rods and plates and screws that are in my leg,” Woods said. “I needed something different, something that allowed me to be more stable.” He then praised Nike as a “fantastic” partner for their long-standing relationship and said he hoped to be able to develop a shoe that meets his needs “soon” because doctors don’t expect that he recovers “much more” mobility in the future. .
Meanwhile, Woods’ tacit endorsement of FootJoy is sparking interest in the golf shoe brand, whose Google searches have increased alongside the golf star’s high-profile appearance on the green sporting his Premier style. Series Packard. A description of the $199,999 calfskin shoe states that the shoe is designed to maximize traction with “low-profile spikes that provide stability and support from the moment you set foot on the course.”
Elsewhere in the world of golf, Adidas has taken advantage of the return of the Masters to whip up a shoe inspired by one of the South’s most beloved icons.
“We love this time of year because more than anything else, it’s an unofficial start to the golf season for everyone,” said Masun Denison, global footwear director for Adidas Golf.
The sports company turned to Georgia-based Waffle House to deliver a style that nods to the 2,100-restaurant chain known for making “good food fast.” The Tour360 22 x Waffle House golf shoe features a cream textured leather upper reminiscent of the square pattern of the breakfast staple. Adidas and Waffle House logos repeat on the yellow insoles.
“Waffle House is such a well-known restaurant in Georgia and across the United States, we knew it would be fun to partner with their team on a design that brings a piece of the famous restaurant to everyone, all in our silhouette. lighthouse,” Denison mentioned.
The limited-edition shoe in men’s and women’s sizes will be available on Adidas’ e-commerce site and app and at select retailers from April 7, arriving in a box that mimics the restaurant aesthetic.
Waffle House President and CEO Walt Ehmer said his company “couldn’t have asked for a better marriage between our signature waffles, the Adidas Tour360 22 golf shoe, and our signature restaurants.”
“Who knew our famous Sweet Cream Waffles could also be so fun to wear?” he added.
After consumers flocked to golf as a socially distanced activity early in the pandemic, NPD data suggests interest in the sport is beginning to return to pre-pandemic trends. Data from July to February shows a drop in sales of golf clubs (down 12%) and gloves (down 6%) compared to the previous year.
“On the other hand, sales of golf balls were flat, and accessories (like tees) and training aids increased, with February being a particularly strong month for sales, indicating an interest continuity for golf among avid or mainstream golfers,” said Dirk Sorenson, executive director and sports industry analyst for The NPD Group.
“In fact, golf ball sales increased revenue by 26% in February, compared to February 2021, which I take as an indication that existing golfers are stocking up on basics and preparing to hit the courses by hot weather,” he added.