TaylorMade Golf Company to Give Away 20,000 Burner 2.0 6-Irons in 2011

Taylor Made GolfLast year, TaylorMade Golf launched a unique and exciting product seeding initiative unlike any in the company's history with the introduction of "Project Burner," a campaign that put free Burner 6-irons in the hands of 20,000 eager consumers. Although a high amount of registrants were anticipated for the remarkably successful and groundbreaking project, few would have predicted the incredible response from everyday golfers around the country.

With that in mind, TaylorMade Golf is pleased to announce that the company has launched the second iteration of this unique seeding program, with the 2011 campaign set to give away 20,000 Burner 2.0 6-irons. The second-generation Burner 2.0 irons are individually engineered to deliver legendary Burner distance and more playability, while the refined vibration-management system promotes improved sound and feel.

In the marketplace, the Burner 2.0 irons are already off to a great start following their October 2010 product launch. In their second month at retail, November 2010, the Burner 2.0 irons became the #1 selling iron in the on- and off-course channels in both unit (6.1%) and dollar share (7.9%). Additionally, the Burner 2.0 irons eclipsed the 10% dollar share mark in the on-course channel, according to Golf Datatech.*

To register to receive one of 20,000 Burner 2.0 6-irons, consumers are encouraged to visit our new campaign microsite at http://www.taylormadegolf.com/burner  and complete the sign-up form. In addition to online features and advertising, the 2011 campaign will be supported through television and print activations.

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For more information on the new Burner 2.0 irons and 6-iron seeding program, please visit the TaylorMade Golf website at http://www.taylormadegolf.com.

*Source: Golf Datatech on- and off-course retail reports, November 2010

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About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
TaylorMade Golf has led the golf industry's technological revolution since the company was founded in 1979. TaylorMade metalwoods, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group. adidas Golf creates high-performance, technology-infused golf apparel and footwear worn by hundreds of professional golfers around the world. Ashworth, which became a brand of the TaylorMade-adidas Golf Company in 2008, creates relaxed, lifestyle-oriented golf apparel synonymous with authenticity and quality. Learn more about TaylorMade-adidas Golf and its brands at (866) 530-TMAG (8624) or www.taylormadegolf.com, www.adidasgolf.com, www.ashworthgolf.com, and www.tmag.com.

About the adidas Group
About the adidas Group The adidas Group is one of the global leaders within the sporting goods industry offering a broad range of products across the three core brands adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 39,000 employees and generated sales of EUR 10.381 billion in 2009.


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