01 Aug 2025

WORDS BY JUSTINE MOSS; PHOTOS BY MARCUS LIM; ASSISTED BY Mc DOUGLAS LIM; HAIR & MAKEUP BY JACE ANG; APPAREL & SHOES BY ADIDAS GOLF; EQUIPMENT: YING SZE’S OWN SPECIAL THANKS TO SENTOSA GOLF CLUB

In the fast-moving and often unpredictable world of emerging markets, where opportunities come with unique challenges, one leader is charting a clear course for adidas golf business.

Tan Ying Sze, General Manager of Emerging Markets of adidas Golf, understands the importance of the company’s strategic priorities and what brands must do to stay relevant and competitive. In her time at one of golf’s most forward-thinking brands, she has witnessed adidas expand across the region and seen how golf merchandising has evolved through technological innovation and a growing emphasis on sustainability.

BUILDING THE FOUNDATION
Ying Sze began her journey with TaylorMade-adidas Golf in 2002 in Malaysia, starting in a product merchandising role.

Three years later, she relocated to Singapore to take on the role of Country Manager for Singapore and subsequently Malaysia.

In 2018, the same year TaylorMade and adidas split operations in South-East Asia and the Pacific, Ying Sze stepped into the role of Commercial Director for the region. She began her current position as General Manager of Emerging Markets in September last year, now leading a team of 32 across the region, including seven based in Singapore.

Over the years, she has seen the brand expand its reach while aligning products with its strategic priorities. From golf apparel and footwear that features the latest material innovations from the brand, to collaborative launches and inclusive design, adidas golf business has stayed responsive to a changing golf landscape.

“We have very good products and we have a very strong company behind us, which is adidas,” she says. “We invest in our creation centres, which we have two of, based in the US and Tokyo. Their purpose is to create products that are catered for the global and Asia markets.”

She continues, “So the beauty about Southeast Asia is we can pick from these two creation centres and figure out the best range selection (of products) for golfers in each of our markets.”

Each season, teams have access to a wide library of products. It’s their job to determine which designs and innovations will drive trends forward and resonate most in each market.

“We do have a very hybrid need in this part of the world,” she adds. “That makes the adidas golf business a little bit different from other brands. We also have access to the vast library of technologies that exist in other sports across our brand, which we can both adopt and adapt for the golf category.

“We are one of the few brands that have a history behind with a lot of technology and research invested to create performance products.But we are also able to produce something that is very heritage and trendy.”

STRATEGIC PRIORITIES
Credibility through both sport and culture, along with inclusivity and sustainability, are at the foundation of adidas’ long-term strategy for its golf business. The brand is committed to growing the game from the grassroots by supporting junior golfers and increasing opportunities for women. adidas aims to raise the proportion of women in leadership roles to 50 per cent by 2033.

As part of this effort, the company hosts workshops that offer a platform for female leaders to share how they navigate career and life balance.

Sustainability is another key pillar, and one where adidas has long been proactive. Over the past decade, the brand has adopted new materials and technologies across its golf products. “We were talking about that from a brand point, and now it has become a culture within adidas,” Ying Sze explains.

“Over the last 10 years, sustainability has become a norm. It’s no longer being sheltered but it’s part and parcel of what needs to be.” That mindset also underpins the brand’s partnership with Sentosa Golf Club, where General Manager Andrew Johnston has led several industry-leading environmental efforts in sustainability.

Sentosa has won the world’s most eco-friendly golf club award three times and is considered one of the most forward-thinking club in the region.

“It’s based on the sustainability alignment from a long-term point of view. So that’s why a good and strong partnership with them,” says Ying Sze. The partnership, which began in 2022 and runs through 2027, includes adidas providing uniforms for the club’s marshals, management, and F&B teams. adidas also maintains a strong presence in the professional golf scene through its support of athletes and influencers across the region.

These include Singaporean golfer Shannon Tan, who competes on the Ladies European Tour, and recently won her second LET title at the 2025 Amundi German Masters, and Thai golfer Patty Tavatanakit on the LPGA Tour. On the global stage, the brand’s roster features Swedish pros Ludvig Åberg and Linn Grant, along with American golfers Collin Morikawa, and Rose Zhang.

REACHING THE NEXT GENERATION
As golf attracts a younger and more diverse audience, adidas is evolving its approach to meet changing expectations. “We have a lot of unisex sizes now. We have started to build a range that doesn’t define female or male,” says Ying Sze.

She notes that many women are embracing oversized polos from the men’s line, pairing them with skorts. With this changing behavioral of golfers, adidas golf business offers products that are desirable for all golfers.

Style has shifted as well. Streetwear influences and spikeless golf shoes now feature prominently in the brand’s offerings, blending performance with everyday wear. “We are a sports brand and that’s at the core of everything we do, but we also have areas where we offer hype products,” Ying Sze provides. “A hype product means that it comes in a very limited quantity with collaboration with brands. So, I think this is something that caters to a new generation of golfers that are really into unique products that they identify with to build their identity, and to express themselves differently.”

Looking ahead, Ying Sze sees opportunities for cross-category collaborations—with sports like football and skateboarding—that merge athletic function with lifestyle fashion. “We are trying to break down the
barriers which are aligned with the golf industry. It’s not just our brand itself – it’s just the way golf is evolving to attract the new generation.”

She also observes a noticeable shift in golfer demographics, particularly since the pandemic. More young people and more women are taking up the sport, alongside growing interest in alternative formats such as driving ranges, indoor golf, and casual social play.

This changing audience has influenced not only how adidas communicates but also how it designs. While
there are many adidas golf category of products that Ying Sze loves, one that she is particularly proud of is the CODECHAOS golf shoe.

“The reception to the shoe was phenomenal for Asia,” Ying Sze describes. “The Asian culture embraces new things in a very different way. And the reality is that there’s a lot of performance features in this shoe, but within an eye-catching and disruptive design. And it has become our number one shoe by far in Asia.”

She also highlights the Ultimate365 series of apparel, which performs especially well in Southeast Asia, largely due to its suitability for the region’s hot and humid climate. “This product range is always our best winner in terms of the way we come up with the materials that are light and dry, featuring amazing ventilation.”

A LIFE OFF THE FAIRWAY
While deeply committed to her work, Ying Sze remains grounded in her personal life, describing herself as “balanced” and “happy,” thanks in large part to the strong support of her close-knit family. A mother of two – a 14-year-old daughter and a 12-year-old son, she often plays rounds at NSRCC Kranji with her husband and children.

Her daughter, a keen social golfer, shares her love for the game.

Ying Sze also takes part in adidas corporate golf days and enjoys playing at courses around the region, with Sentosa’s Serapong and Tanjong layouts among her favorites.

Beyond golf, she enjoys yoga, Pilates, swimming, and spending time with her children. She’s also a fan of Korean dramas and loves cooking, often preparing Korean dishes like homemade kimchi and baked treats in her kitchen.

WHAT’S NEXT
“Looking ahead, adidas golf business continues to push innovation across our pillars, with several new products slated for release in 2026. These include updated technologies and standout additions to the Originals line,” says Ying Sze as she offers a peak into the near future for adidas Golf.

“We’re always at the forefront of innovation technology,” says Ying Sze. “For Fall/Winter 2025 we have two new shoes coming up as well. We have an extension of the CODECHAOS range in a mid-cut version that is trendier, and then we have Adizero ZG in a low-BOA version. We always try to cater to everyone in different ways.”

Backed by the brand’s focus and propelled by innovation, Ying Sze and adidas golf will be ready for exciting times ahead.