Ashworth To Offer Extensive Line In 2011

Ashworth goes into the 2011 golf season with a variety of men’s and women’s apparel, as well as four footwear models.

“Ashworth is about capturing the hearts and minds of golfers, who don’t just play the game, they live it,” said Harry Arnett, vice president of adidas Golf and Ashworth brand and product marketing.

“We call them true golfers and creating apparel that appeals to their sensibilities demands a deep love and understanding of the game, its subtleties, and their lifestyle. That’s allowed us to create a truly compelling lineup of products that golfers will want to wear on the course and all points beyond,” he added.

Three men’s collections will be offered, with pieces including woven and linen shirts, fashion slacks, a modern take on the classic golf jacket and hooded sweatshirts. Two women’s collections include lightweight tunics, cuffed cardigans and polos, puffy layering vests and sleek belted dresses.

Ashworth is also introducing four footwear models which include, for the first time in the brand’s history, street shoes.

Ashworth Footwear Essentials include the Encinitas, a go-anywhere loafer, and the Cardiff, a spikeless golf shoe that can be worn on-course and off.

Also in the collection is the Leucadia, a relaxed, structure-less saddle, and the Ashworth Standard Issue sneaker.

TMaG To Distribute Ashworth

TaylorMade-adidas Golf Canada has acquired the rights to distribute the Ashworth line of apparel in this country. No details of the transaction were announced.

TaylorMade adidas first acquired the Ashworth brand in October, 2008, but Fletcher maintained the distribution rights in Canada. Fletcher has distributed Ashworth in Canada for 12 years.

The Canadian deal is positioned as a way to complement its fashion-forward, technical adidas apparel with one of the best-known brands in golf.

“Our plans to integrate this great brand into the TaylorMade-adidas Golf Company are taking shape,” said David Bradley, general manager for TaylorMade adidas Golf Canada.

“We are confident that by working together and taking advantage of the many synergies that we have with the adidas Golf brand, we can quickly make Ashworth a powerful asset to our company,” he added.

“We believe profoundly in the power of the Ashworth brand and that it will be a tremendous complement to the performance-enhancing image of adidas Golf,” said Bradley.

“We are confident that the synergies and differences between Ashworth and adidas Golf will allow us to reach a broader audience and enhance our overall apparel business significantly,” said David Bradley.

Allan Fletcher, who was chief executive officer for Ashworth when the deal was first announced in 2008, describe the deal in Canada as “amicable,” adding that TaylorMade has the resources to establish the brand internationally, while the Fletcher Leisure Group concentrates on its Sunice brand, which has recently established subsidiaries in the United States and United Kingdom.

As part of the transition, Fletcher will continue to distribute Ashworth until Oct. 1 and customers can continue to place orders through the Fletcher customer service department. They can also contact Taylor Made adidas sales reps for assistance.

As of Oct. 1, the Ashworth brand will be fully assumed by TMaG and distributed from the company’s distribution centre in Brantford, Ont. At that point, customers will be able to use a dedicated Ashworth customer service line at 1-800-668-9883.