Adidas Golf Taps NYCA

LOS ANGELES Independent NYCA has added global duties on Adidas Golf, according to the agency.

Adidas owns TaylorMade, which the agency has represented since 2002, said Michael Mark, creative director and CEO. “Adidas is one of the world’s great brands,” he said, “and for a little shop in Encinitas, Calif., to be awarded this is a testament to the remarkable people we have.”

The shop will handle all brand communications, including television, print, online, special events, in-store and interactive displays, as well as promotions for the company’s eyewear, outerwear, apparel and shoes. Mark expects the first campaign to break in April.

“NYCA is unsurpassed in their ability to help grow a golf brand,” said Bob Maggiore, senior director of marketing at Adidas. “Their talent for strategic planning and creative execution is proven to motivate consumers and drive business results. They are a great agency with great people.”

The Carlsbad, Calif.-based client spent $3 million advertising golf shoes alone in 2006, per Nielsen Monitor-Plus. Its golf-shoe ad outlay rose to $4 million during the first 10 months of 2007.