Adams Golf had not tweeted anything since November 2015 when, rather fittingly, the brand tweeted a picture of staffer Bernhard Langer walking off into the sunset after his 25th PGA Tour Champions title.
— Adams Golf (@AdamsGolf) November 10, 2015
In that time since, Langer has won another 16 titles on the 50-plus circuit, but Adams Golf hasn’t had anything to say — that is, until August 13. During PGA Championship week, the brand account tweeted a message with a picture of some special edition headcovers from the 2014 US Open and US Women’s Open at Pinehurst No. 2. Some people noticed.
Then on Tuesday, the brand tweeted out a picture of an oldie-but-goodie: a 4-iron from the XTD Forged irons from back in 2013-2014.
— Adams Golf (@AdamsGolf) August 18, 2020
OK, cool. So what in the world is going on here?[s2If !is_user_logged_in()]
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The tweets aren’t necessarily some kind of proof of life. The tweets in the last week feature items from about six years ago. Adams Golf released equipment after that. But could the brand be coming back with a modernized XTD line? Sure.
It could also be some random person has the password to the account, loves golf and has started tweeting in an alternate timeline starting about two years after TaylorMade-adidas Golf bought the brand in 2012. In 2017, Adams Golf was sold as part of a package deal including Ashworth and TaylorMade to private-equity firm KPS Capital Partners for $425 million. Nothing has been done with the brand in the three years since — at least that anyone has seen.
Looking beyond the tweet, there are no obvious clues of a comeback. AdamsGolf.com doesn’t go to any website. There’s been no press release. But a zombie brand account tweeting about old clubs — and not even from the halcyon days — doesn’t make a whole lot of sense.