ALIGNING FOR THE FUTURE

With more than two decades in the business, Tan Ying Sze knows a thing or two about selling golf products. Now, as General Manager of Emerging Markets for adidas Golf business, she continues to tee up new frontiers in the industry.

- WORDS JUSTINE MOSS PHOTOS BY MARCUS LIM ASSISTED BY MCDOUGLAS LIM HAIR & MAKEUP: JACE ANG GOLF EQUIPMENT: YING SZE'S OWN SPECIAL THANKS TO SENTOSA GOLF CLUB APPAREL AND SHOES: ADIDAS

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 business, 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 Golf business 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 for adidas Golf business 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."