Adidas 2002 Annual Report Download - page 58

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56 STRATEGY
adidas /// AT adidas, OUR ORGANIZATION IS MATCHED TO THE NEEDS OF THREE
GROUPS OF SPORT-ORIENTED CONSUMERS: >OUR SPORT PERFORMANCE DIVISION IS
AIMED AT ATHLETES AT ALL PERFORMANCE LEVELS, >SPORT HERITAGE TARGETS
TREND-SETTERS SEEKING SPORT-INSPIRED STREETWEAR WITH AN AUTHENTIC
ORIGIN, >AND SPORT STYLE FOCUSES ON YOUNG COSMOPOLITAN CONSUMERS
LOOKING FOR EXCLUSIVE, FASHION-ORIENTED SPORTSWEAR PRODUCTS. THIS
THREE-DIVISIONAL APPROACH HELPS US TO BEST DEVELOP AND MARKET INNOVATIVE
PRODUCTS, MEETING THE NEEDS OF TODAY’S DIVERSE CONSUMERS.
adidas SPORT PERFORMANCE /// adidas Sport Performance focuses on offering functional
and exciting products in all our sports categories. Our top five priorities are running,
football, basketball, tennis and training. We have number one or two positions globally in
all of these categories.
MAJOR INITIATIVES IN RUNNING /// Running is the world’s largest footwear category
and an area where adidas has always been strong. We strive to be the leader in design,
innovation, performance and, ultimately, in volume. Our product pipeline is based on two
strong product families: ClimaCool®and a3®. ClimaCool®is our 360° ventilated footwear
and apparel, where we plan to sell more than two million pairs of footwear and two million
pieces of apparel in 2003. a3®, our revolutionary energy management footwear technology,
is being expanded into new variations to come closer to meeting the needs of individual
athletes. We will support these innovations and the rest of our strong running offering
with high-impact marketing around the world including marathons in Boston, London,
Berlin, Paris, Milan and Amsterdam. Other important running initiatives include tailored
solutions for our key accounts and athletic specialty retail partners, and our industry-
leading, made-to-measure “mi adidas” customized footwear program.
BASKETBALL SUCCESS CONTINUES /// Basketball is the fastest growing category in the
USA and is key to future growth prospects in the region. In the last two years, we have
nearly doubled the size of our basketball business. In addition to utilizing our ClimaCool®
and a3® technologies, powerful basketball symbols such as Tracy McGrady and Tim Duncan
are helping to propel product interest and sales. In November, we will release our T-MAC 3
as the next follow-up to our hugely successful Tracy McGrady-inspired basketball shoes.
adidas /// PREDATOR®MANIA
FOOTBALL BOOT
Brand Strategies