Attack of the clones: Ashworth and adidas Golf at 2013 Masters
Uniformity is the name of the game for Ashworth and adidas Golf at the 2013 Masters, creating a unique team atmosphere for the two brands that reside under the TaylorMade banner.
Both Ashworth and adidas Golf have scripted their brand ambassadors to wear four shirts -- no surprise there -- but the surprise comes when you realize they'll each be wearing the same four shirts. On the surface, this strategy may seem to restrict the opportunity for the brands to expose their new designs to the buying public. Looking deeper however, the goal of any strategic marketing organization is to differentiate itself from its competition, to help the brand, or in this case, the brands, stand out from the crowd.
Interestingly, Ashworth and adidas Golf are achieving this much desired differentiation by taking the opposite approach -- uniformity.
Look for Team Ashworth members Justin Rose, Stewart Cink, Michael Thompson and 1992 Masters champion Fred Couples sporting the same shirts featuring patterns of green stripes, diagonals and gradients. Ashworth's 'season opener' shirts are available at retail for $75, and are identifiable as a Tour series shirts by the contrast triangle on the back neck.
Team adidas Golf includes Jason Day, Sergio Garcia and Dustin Johnson, each of whom will wear polos featuring bold chest designs, self collars and ClimaLite moisture-wicking performance. These modern fit shirts offer a three-button placket and open-hem sleeve to provide comfort. Three stripes as per the adidas iconic signature can be found on left back sleeve, along with a vented bottom hem.
Day and Garcia will wear the new for 2013 adidas adizero shoe in a custom colorway called Island Green at the Masters. This limited edition shoe is available at retail for $180.