In the spirit of Women’s Golf Day coming up June 5, I visited adidas Golf headquarters last week to get a feel for what the company is doing for female golfers. And I was really intrigued with its approach to that particular market. The brand showcases its pieces on tour through the likes of Paula Creamer, Jessica Korda and Danielle Kang. But it’s a fictitious character named “Carrie” who’s the real influencer. According to adidas Golf officials, Carrie was a muse created last year to represent a cross-section of women’s golfers from around the world who the brand targets. “She is who we are talking to,” says Courtney McHugh, senior director of brand marketing. “She loves to be noticed, keeps a USGA handicap, and loves to wear golf apparel on and off the course. And she looks everywhere for inspiration.” As a result, business is thriving — officials claim adidas now owns 20 percent of the women’s worldwide golf footwear market share. Shoes “used to be ‘shrink it and pink it’, but not anymore,” says McHugh, who claims “We use all female-specific lasts and toolings for our women’s shoes. And they have a more textile look than they do for the guys.” Women’s outerwear is also designed differently than the men’s. It’s more versatile, geared also for off-course wear, is figure-flattering and has feminine details.
