This “hot list” is published first time in 2004. Golf Digest’s team of equipment editors as well as panel of retailers, amateur players, scientist and teacher judging best new golf clubs introduced to the market. Golf Digest’s “Hot List” is recognized as a leading independent guide both by the golf industry and golf enthusiasts.
This year Editor’s Choice selection was revolutionary, completely adjustable TaylorMade’s new R11 driver featuring a white crown. For you who are not familiar with Editor’s Choice selection – it is honor given to only four products, in addition to a Gold rating.
All new Burner SuperFast 2.0 driver, which is second TaylorMade’s driver introduction of 2011, received Gold rating. It makes TaylorMade only brand to have two drivers with Gold ratings on the 2011 Hot List. Burner SuperFast 2.0 weights only 279 grams and it is the lightest TaylorMade driver ever, it is also five yards longer comparing with first generation SuperFast driver.
In addition to this there are nine other TaylorMade products that earned gold rating. These products are: R11 and R11 TP fairway woods, Tour Preferred MC and Burner 2.0 irons, Corza Ghost and Daytona Ghost putters, TP with xFT wedge and Rescue 11 and Rescue 11 TP hybrids.
TaylorMade’s vice president of brand and product marketing Bob Maggiore said: “It is always rewarding when real golfers and industry experts react positively to our products”.
Adidas bought TaylorMade in 1997. Company was independently owned before. After the Adidas bought company TaylorMade changed their image and focus to take over the golf driver market. At the end of 2005 TaylorMade achieved this goal and since than TaylorMade is No.1 driver in golf. In 2006 TaylorMade Adidas reached company’s first 1 billion Dollars revenue year. It was only second company that achieved that goal in golf industry at that time.
TaylorMade drivers, irons, fairway woods and hybrids, golf balls and wedges, are the main company’s markets. When it comes to putters TaylorMade’s Rossa brand is solid. Dick’s Sporting Goods – exclusive vendor for TaylorMade economy lines – , bought Maxfli brand from TaylorMade Adidas in 2008. Noodle golf balls which was developed by Maxfli is only product from Maxfli that TaylorMade still have as its own brand.
“Clima cool” performance fabric and “3D Fit Foam” in the shoes are technologies used by Adidas Golf. Thanks to that Adidas Golf is one of the leading golf apparel companies in the industry.
Knowing all this facts it is no wonder that more PGA Tour Professionals play with TaylorMade drivers than Nike, Callaway, Cobra, Cleveland, and Ping combined.