Golf company TaylorMade has a new sales trick in its bag—a brand sold exclusively direct-to-consumer. Adams Golf rolled out a campaign today around the news that its golf clubs are now sold 100% DTC.

The brand, founded in 1991 by Barney Adams, was acquired by TaylorMade in 2012 for $70 million. 

Dubbed “Built for Play,” a new 30-second video shows a diverse group of young people playing golf with Adams clubs and having fun together on a course.

“Play is a beautiful thing,” the ad’s voiceover says, before explaining that the clubs are sold online, and that customers can try them out for 60 days “risk free.” That means the clubs can easily be exchanged to adjust for fit, Chandler Carr, product manager at TaylorMade, said in an interview.

The campaign, which also includes some six-second spots, will run on YouTube and across paid and organic social media. Additionally, Adams is rolling out a CRM program to stay connected with its DTC buyers. Bullish is the agency behind the effort.

The trial period touted in the ad could be crucial. Buying golf clubs has historically been an in-person experience for many players, who go to a store and get fitted for clubs.

Adams clubs are typically priced lower than the TaylorMade brand. Adams clubs can run from $99 for a wedge to $299 for a driver. TaylorMade-branded wedges start at around $119.99 and drivers range from $299.99 to $729.99 on TaylorMade's website. 

The brand is betting that some people—particularly those who have grown the sport over the past few years—want to buy golf clubs DTC. Carr argued that some people might prefer to buy clubs online and avoid the intimidating process of having their swings evaluated at a fitting. 

In 2022, 3.3 million people played golf on a course for the first time, setting a new record, according to statistics provided by Bullish. That’s likely somewhat pandemic-driven, as people sought out socially-distant outdoor activities after COVID hit the U.S. The previous record was 2.4 million in 2000, just three years after Tiger Woods won the Masters for the first time.

Previously, Adams clubs were sold in retail stores, as well as on late-night TV and direct-response TV, said Brent Vartan, managing partner at Bullish. 

Adams also worked with the production company Take Care, as well as Whitehouse Post and Carbon for post-production. It declined to share how much it is spending on the campaign.