If you noticed the attire the final twosome was wearing at the Masters, you know Adidas had a very eventful Sunday at Augusta National. Sergio Garcia captured his long-sought major title sporting the brand’s signature clothing and footwear. But where the company got an additional boost was with Justin Rose contending all the way to the 73rd hole on Sunday and debuted Adidas’ new apparel line, adiPure.
The Masters had long been planned as the coming-out party for the new green-grass-only brand, with Rose, who had worn Ashworth and Adidas apparel previously, being their main endorser on the PGA Tour. The line is a departure of sorts for Adidas in that it leans on more traditional golf styling and is more lifestyle-driven than its usual splashy, athletic fare.
Davide Mattucci, global product marketing director for Adidas, says the line gives the company the opportunity to reach a different customer looking for modern twists in his shirts, pants and outerwear while staying grounded to classic fashion styling.
What you’ll find in adiPure offerings, which will be available at retail next month, is clean, refined clothing that goes light on the branding (you have work hard to find the small insignias near the back collar or just above the back pocket) but hard on performance. “It fits with where I am at with where I feel fashion should be on and off the golf course,” Rose told Golf Digest Stix. “Anybody who is kind of somewhat fashion focused, or fashion-forward thinking, is really going to appreciate the details.”
The heather-woven combo polo ($80) blends the soft feel of a jersey fabric with a clean finish. Other polos incorporate a fine-gauge rib collar, troca-shell buttons and premium stitching. The tipping on the inside collar of the Hybrid ½-zip sweater ($150) is a nod to old-school styling, and the cuffs and hems are designed to keep their shape and be worn off the course and on. The line includes cotton ($100) and heather ($110) stretch pants, ½-zip vests ($125) and full-zip jackets ($150).
—Ryan Herrington/@GWCampusInsider
