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TaylorMade Golf Company Brings New Driver to Life Through Augmented Reality
Print Advertisements in Golf Digest and Golf Magazine Activate Unique Experience

CARLSBAD, CA -- (Marketwire) -- 01/08/13 -- Harnessing the power of augmented reality, TaylorMade Golf Company has created an interactive application for smart phones and tablets that unlocks a virtual experience for its innovative and visually striking new R1™ driver.

By downloading the R1 mobile application and pointing a smart phone or tablet device at the print advertisement in either of the January issues of Golf Digest or Golf Magazine, a virtual driver appears and can be experienced before its retail availability February 1.

Click here to view demo video

"Leveraging augmented reality to help tell a product story is a first for us and we are really proud of the way it turned out," said Bob Maggiore, TaylorMade Golf Chief Marketing Officer. "The new R1 driver is so dynamic that we wanted to provide consumers with an interactive platform to 'play' with the club before they can actually get it in their hands."

With a swipe of the finger, users can seamlessly zoom in or spin the club for 360-degree views. Users also have the ability to adjust the loft, face angle and shot shape of the virtual R1. After selecting launch conditions, users can then watch a simulated flight path by selecting the "test swing" option on the app.

Although the R1 driver itself will not be available until Feb. 1, this platform provides consumers an immersive experience with the driver from their mobile device, wherever they are. The app is free and is available for iOS (app store) and Android Devices (Google Play) and can be used on both tablets and smart phones.

The R1 driver continues TaylorMade's mastery of adjustable drivers by offering the greatest range of adjustability of any driver in the brand's history. R1 gives the golfer 12 loft-sleeve settings and 7 face-angle positions, as well as two movable shot-shape weights. R1 also allows loft and face angle to be adjusted independently of each other -- a critical benefit. The R1's three adjustability technologies allow it to be tuned 168 different ways to specifically fit a player's swing to optimize distance and accuracy.

The R1 will be available at retail on Feb. 1 for $399. For more information please visit

***To download the R1 mobile app for iTunes, click here

***To download the R1 mobile app for Google Play click here

About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of over EUR 13 billion in 2011.

About TaylorMade-adidas Golf
Headquartered in Carlsbad, California, TaylorMade-adidas Golf Company sells golf clubs, balls, clothing and accessories under the TaylorMade, adidas Golf, Adams and Ashworth brands. TaylorMade-adidas Golf Company posted 2011 sales of over EUR 1.0 billion.

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For more information, contact:
TaylorMade Golf
Public Relations Department

Christa McNamara
Tel: (760) 918.6466
Email Contact

Dave Cordero
Tel: (760) 918.6367
Email Contact

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