adidas “Wear In The World? Adventure” Kicks Off

When I ran into accomplished amateur golfer Lindsay Knowlton (left) a couple years ago, just after she had been hired at TaylorMade-adidas Canada (she is now a Product Manager), she absolutely gushed about the gig and the opportunities it provided. Little did she know EXACTLY what kind of adventure the company had in store for her. The Ohio State alum will certainly find out over the next month or so.

Today kicks off the Wear In The World Campaign for the company. This globe-spanning adventure will have Knowlton and fellow employee Josh Sullivan (of the US) touring all sorts of climates to test adidas apparel featuring ClimaCool, powered by CoolMax Extreme, ClimaLite and ClimaProof. The pair were chosen after an extensive search process the company did internally.

Over the next five weeks the pair will play golf in Death Valley, United States, Bolivia, Argentina, South Africa, and Australia.

During their visits to each region they will play with a number of golfers including those who are part of the TaylorMade-adidas professional staff. This includes Andres Romero and 2009 RBC Canadian Open winner Nathan Green.

The pair will be videotaped during the trip and will provide updates via a Blog, Tweets, and Facebook Updates.

“Our intent with this program is to prove that adidas Golf apparel powered by COOLMAX Extreme performance fabric stands up against the world’s most extreme golf conditions and allows golfers to perform at their best regardless of what Mother Nature throws at them,” said John Kawaja, Executive Vice-President of adidas Golf. “The Tour players who wear our product have long-said they believe adidas Golf apparel provides a competitive advantage. Our mission here is to demonstrate that advantage in a really compelling way.”

Compelling is right. Media swarmed the company headquarters November 19th for the kick-off ceremony. The pair’s online updates will likely get equally enormous attention from consumers.

Stops for Knowlton and Sullivan will include: Furnace Creek, California / LaPaz Golf Club, Bolivia/Ushauia, Argentina/Walker Bay Golf Resort, South Africa and Alice Springs, Australia.

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