Adidas 2002 Annual Report Download - page 93

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91
FOOTWEAR INNOVATIONS CONTINUE TO GENERATE STRONG
GROWTH FOR adidas SPORT PERFORMANCE /// Within the
adidas Sport Performance division, our two new footwear
technologies are undergoing major modernization and com-
mercialization in 2003. As a result, the strong brand momen-
tum and reputation for product innovation will continue in
2003. ClimaCool®, our 360° ventilated shoe which reduces
foot moisture and heat, will be supported by a global market-
ing campaign in four key sports categories: running, basket-
ball, tennis and training. It will also be expanded into apparel.
As a result, we are projecting sales of at least two million
pairs of ClimaCool®shoes and two million pieces of Clima-
Cool®apparel. a3®, the second technological innovation from
adidas, cushions the foot but additionally guides the foot to
optimal footstrike and encourages energy management
during sport. This exciting footwear, which is being introduced
in three variations – heel, forefoot and twinstrike (combines
heel and forefoot technology) – will again be highlighted as
part of our marathon series sponsorship in the spring and
summer.
BASKETBALL CATEGORY TO LEAD adidas SPORT PERFOR-
MANCE GROWTH /// Sales development in the adidas Sport
Performance division will again be driven by strong perfor-
mance in the basketball, running and football categories. In
basketball, where sales are expected to grow most strongly,
the T-MAC and a strong product offering in the mid-price
point category are expected to help the category grow most
strongly. Running, led by the expansion of our two revolution-
ary new footwear technologies – ClimaCool®and a3® – is
also expected to grow at double-digit rates. In football, the
Women’s World Cup in China will continue to generate excite-
ment for football and adidas products. Positive sales growth
but at lower rates is also expected in the training and tennis
categories.
DOUBLE-DIGIT GROWTH CONTINUES AT adidas SPORT
HERITAGE /// The Sport Heritage division, which was up by
23% in 2002, will continue to grow at double-digit levels in
2003. As a result, we anticipate sales of at least € 1 billion.
The apparel and accessories category introduced in 2002
will continue to outpace footwear growth and is expected to
generate € 100 million (up from € 68 million in 2002).
Growth will also be supported by own-retail activities, with
the opening of five new Sport Heritage stores in 2003.
adidas SPORT STYLE SALES BEGIN /// Sales in the adidas
Sport Style division will begin in the first quarter of 2003.
Footwear, apparel and accessories products will be sold
exclusively at 150 retail partners in major metropolitan areas.
Both 2003 sales and expenses for this division will be in the
low double-digit million euro range. adidas Sport Style is
projected to be profitable by 2004 and will not comprise more
than 5% of overall brand adidas sales in the long term.
adidas ORIGINALS ///
MILANO BAG