Is Adams Golf about to make a comeback?!

It appears that Adams Golf, once famed for its association with Tom Watson, is about to make a return to the world of golf equipment manufacturing.

In a nine-second teaser video on social media, featuring youthful golfers dancing on golf carts and drinking what appears to be beer, the brand announced: “Adams clubs are coming and they’re Built for Play. #PlayAdams.”

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Founded in 1991 by Barney Adams, the Texas-based company made its name through its Tight Lies fairway wood, eventually going on to carve out a niche in the market for its expertise in hybrid clubs.

Speaking to Sports Illustrated last year, Adams was as forthright as ever and said golf equipment design hadn’t really done anything significant in a decade.

Adams clubs are coming and they’re Built for Play. #PlayAdams pic.twitter.com/grSM8AoEpo

— Adams Golf (@AdamsGolf) April 27, 2023

“To be honest, I don’t think there has been a lot of innovation or change in the last 10 years,” he said. “It’s a marketing business more than anything else.”

In 2012, the company was acquired by TaylorMade Golf for around $70m, but the relationship didn’t quite work.

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Despite having players such as Boo Weekley, Jeff Overton, Aaron Baddley, Chad Campbell and David Howell on its books through the years, things went quiet on the mainstream front.

The company’s Tight Lies brand was upgraded for 2020 after a few years out – but this is the first news of new gear since then.

In fact, it’s only the second time Adams Golf has tweeted to its 71.5k followers since 2013. The website has a holding page for a newsletter and nothing more.

So, watch this space.

Bryce Ritchie is the Editor of bunkered and, in addition to leading on content and strategy, oversees all aspects of the brand. The first full-time journalist employed by bunkered, he joined the company in 2001 and has been editor since 2009. A member of Balfron Golfing Society, he currently plays off nine and once got a lesson from Justin Thomas’ dad.

Editor