Adidas 2000 Annual Report Download - page 24

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adidas has always brought innovation to sport and has deliv-
ered superior products to our consumers by listening and
responding to their needs. As the industry developed, adidas
often broke the rules of what was the industry norm, setting
new standards for competitors to follow. This brand strategy
required courage to be a leader and not a follower.
As the borders between fashion and style continue to disappear,
it is now time to be a trailblazer again. It is time to innovate and
create a concept that has its roots in sports performance but
combines this with a more forward-thinking design direction.
Function and style will be combined to create top-quality prod-
ucts. Conventions will be challenged. EQUIPMENT will give
adidas new image dimensions, and push the brand into a new
premium segment.
Consumer
There are some things that do not change in the sporting
goods industry. Consumers are still impressed and influenced
by what elite or professional athletes do and wear. At the same
time, athletes have become more stylish and that influence is
affecting our consumer base.
These types of consumers extend beyond teenage groups, where
the adidas brand is already well known, to the 25- to 40-year-old
working professionals who also understand and love sport.
This is a group that we will target directly for the first time with
EQUIPMENT. In addition to sport, this more mature group has a
continuing and growing interest in music, fashion and even
design. Their lifestyles are sophisticated and demanding. They,
in turn, demand more in terms of performance and aesthetics
than other consumers from sporting footwear and apparel. They
expect outstanding product quality. For this reason premium
brands are highly relevant to these consumers. These con-
sumers care about health and fitness. They are well educated.
They enjoy
traveling. And they have high disposable incomes,
which enable
them to purchase exactly the same products and
brands that are utilized successfully by top athletes.
Product
The starting point of EQUIPMENT will be footwear. The task is
to challenge the conventions of the sporting goods industry
while, at the same time, meeting consumer needs. Products
will be multi-functional so they can be used for more than one
specific sport. We will achieve this through newly developed
lasts and other product construction details. Aesthetic needs
will be met through a timeless design that focuses on detail and
unique color schemes.
adidas EQUIPMENT
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