Adidas 2000 Annual Report Download - page 12

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8
Herbert Hainer
This is my first opportunity to formally write to you as
CEO-designate of adidas-Salomon and it is indeed a tremen-
dous privilege for me. This letter will be a lot like I am, direct
and focused. First, I will discuss how our achievements over
the last few years, and in 2000 in particular, have positioned
us for the future. Second, I will present the key goals we have
established for adidas-Salomon going forward.
For the past 50 years, our Company’s core competency has
always been in designing and marketing sports footwear, apparel
and equipment. Our products have consistently exemplified the
values that our consumers associate with our brand: perfor-
mance, innovation and heritage. In each of these areas, we are
improving continuously because we believe these are also the
crucial drivers for the future of our Company. The competition
in our sector is fierce. Consolidation among retailers who sell
our products continues, fashion houses and vertical retailers
are fighting for our consumers like never before, and consumer
expectations for sports products are changing. To extend our
position as a global leader in the sporting goods industry, we
have to increase our brand power and improve the quality, look
and feel
of our products. At the moment, we are just scratching
the surface.
In the future, we will fully leverage the power of
our amazing portfolio of brands and, in doing so, create better
value for you.
A Fitter, Stronger adidas-Salomon
2000 was a pivotal year for adidas-Salomon. First, we put a
new Management team in place. In addition to myself, we also
have a new Head of Global Marketing, a new Chief Financial
Officer, a new Creative Director and a new President of adidas
America. Together, we launched an ambitious Growth and
Efficiency Program designed to refocus and streamline our
global organization.
Letter from Chief Operating Officer