Four-time major champion Els recently signed a deal with ECCO to showcase the brand and he has just signed a multi-year agreement with Adams Golf to use the companyâ€™s products and showcase the brandâ€™s logo on his bag and headwear.
â€œErnieâ€™s worldwide appeal and iconic status fit our international business growth as we extend our stronghold in hybrids to other categories.â€ – John Ward, Adams Golf president.
â€œAs a player, there are many factors in something as fundamentally important as your equipment,â€ said Els. â€œEverything about Adams impresses me, starting with the enthusiasm and energy from company leadership and R&D, along with their strong products.
â€œIâ€™m partnered with a company where innovation is at the heart of everything they do, where theyâ€™re always looking to push the envelope and pursue new ideas that ultimately help players of all skill levels play better.â€
Adams Golf was named as the No.1 hybrids on the PGA Tour for the sixth time in 2013 while also topping the count on the European Tour for the first time. Adams Golf president John Ward is delighted that Els, who has 70 professional global victories to his name, has signed on the dotted line.
He said: â€œâ€™The Big Easyâ€™ is one of the most prolific winners of his generation and a natural match for Adams, with our philosophy of creating the easiest to hit golf equipment.â€
â€œErnieâ€™s worldwide appeal and iconic status fit our international business growth as we extend our stronghold in hybrids to other categories.â€
One of Elsâ€™ options on the equipment front is the recently re-introduced Tight Lies fairway wood, which has returned to great acclaim. Its tri-level sole design reduces the amount of turf interaction to create a larger impact area below the ball and promote crisper contact and optimal launch conditions.
The Big Easy is one of several players on the move. Henrik Stenson and Harris English have both made the move to Callaway, while Graham De Laet has joined Cobra Puma and TaylorMade has snapped up Trevor Immelman.
Originally published on bunkered on January 3, 2014.