Adams Golf Win Golf Europe Product Award for Innovation for the Second Year Running

Adams Golf is celebrating after the all-new Tight Lies Hybrid won a Product Award at Golf Europe 2014 in Ausburg, Germany.

The Product Awards at the Golf Europe trade fair recognise products of particular innovation within the golf industry. The evaluation criteria covered functionality, degree of innovation, user friendliness, design and cost-benefit-ratio of the product. It is the second consecutive year that the makers of the #1 Hybrid on Tour* have been recognised for their innovation at the prestigious European Product Awards.

New European Sales Manager, Jost Schulze-zur-Wiesche was on-hand to collect the award on behalf of Adams Golf. Schulse-zur-Wiesche commented: “We’re delighted to win a Golf Europe Product Award for the all-new Tight Lies Hybrid. With the Tight Lies design features available in a hybrid for the first time coupled with the new Ghost Slot Technology, there is little doubt the Tight Lies product will be a great success for Adams in Europe in 2015 as we look to #OwnTheSecondShot.”

Exhibitors at Golf Europe with particularly innovative products were afforded an opportunity to submit their new products in a total of eight categories with the aim of winning a Golf Europe Product Award. An independent international panel of experts filled with well-known representatives from the trade, the media and professional players, including Phillip von Schonborn (Editor at Golf Journal), Ben Evans (Editor, Cutting Edge Golf magazine), Andreas Dorsch (Executive Manager, Golf Management Association of Germany), Klaus Nadizar (Editor at Golf Revue magazine) and Harry Westphal (Education Committee of the PGAs of Europe) assessed all the entries and product innovations before announcing the winners in each category.

Adams Golf brought back the legendary Tight Lies fairway wood in 2013, the club that first put the company on the map in the mid-1990s. But for the first time, the features that made Tight Lies so successful and so easy-to-hit – the upside down shaping and the low-profile design which produce a lower CG and higher launch – are now being put to use in a hybrid. These elements have made Adams the #1 Hybrid on Tour*, and combined with the new Ghost Slot Technology create a hybrid that is exceptionally playable from all lies without sacrificing the classic look that golfers at all levels crave.

David Pritchard, Head of Adams Golf Europe, added: “We’re proud to win a Product Award for the second year and continue to be recognized by the golf industry for innovation. I would also like to use the opportunity to welcome Jost to the team at Adams as we look to continue to grow our distribution and business on the continent. He is based in Germany as we look to focus in on this major market and will bring a wealth of experience to his European remit, having worked at TaylorMade-adidas for 17 years.”