Reebok 2007 Annual Report Download - page 79

075
ANNUAL REPORT 2007 --- adidas Group
02
MAJOR 2007 PRODUCT LAUNCHES
Products Segment
adiSTAR ForMotion™ adidas
Control and Cushion running shoes
MEGABOUNCE running shoe adidas
adidas TECHFIT™ POWERWEB adidas
running and training apparel
Stella McCartney “Gym / Yoga” adidas
apparel collection
adilibria and Fuse adidas
women’s training apparel collections
Team Signature adidas
basketball shoe collection
Predator® PowerSwerve football boot adidas
adiPure football boot adidas
UEFA EURO 2008™ adidas
national team jerseys – home kit
UEFA EURO 2008™ match ball adidas
Trinity KFS II running shoe Reebok
PUMP Paris Trainer running shoe Reebok
HATANA women’s running shoe Reebok
Scarlett “Hearts” Rbk Reebok
footwear and apparel collection
Freestyle Reebok
footwear and apparel collection
NFL Zero Degrees apparel collection Reebok
Rbk EDGE Uniform System™ Reebok-CCM Hockey
hockey apparel
Footwear collection Rockport
featuring adidas TORSION® system
r7® SuperQuad driver TaylorMade-adidas Golf
Burner® driver TaylorMade-adidas Golf
POWERBAND adidas Golf shoe TaylorMade-adidas Golf
TOUR360 II adidas Golf shoe TaylorMade-adidas Golf
CONTINUOUS FLOW OF PRODUCT INNOVATION IN 2007
Developing industry-leading technologies is only one aspect
of being an innovation leader. Even more important is the suc-
cessful commercialization of those technological innovations.
The majority of adidas Group sales in 2007 were generated
with products newly introduced in the course of the year and
our launch schedule for 2008 highlights a full pipeline of inno-
va tive products.  see Outlook, p. 118
SUCCESSFUL PRODUCT LAUNCHES ACROSS ALL MAJOR
ADIDAS CATEGORIES Brand adidas’ success in 2007 was
largely based on launching evolutions of existing technologies
in all major categories. Products launched in 2007 accounted
for 77 % of brand sales and only 6 % of total sales were gen-
erated with products introduced three or more years ago.
Examples of adidas running advancements included new ver-
sions of the core adiSTAR and Supernova families featuring
ForMotion™ technology as well as the next generations of
the Response and BOUNCE™ running shoes. The importance
of these four product families is signifi cant as over fi ve million
products were sold from these four product families together.
The positive development in the training category also bene-
fi ted from the launch of adidas’ most innovative functional line
of performance apparel to date, adidas TECHFIT™.
SIGNIFICANT PRODUCT INNOVATION AT REEBOK IN 2007
Increasing the number of product innovations Reebok develops
and commercializes each year is critical to our efforts to
improve Reebok’s performance orientation. At brand Reebok,
61 % of ordered footwear products were launched in 2007. Only
10 % of ordered footwear products were related to products
introduced three or more years ago. Running was a key focus
with the launch of several new products in 2007 such as the
Trinity KFS II, PUMP Paris Trainer and HATANA running shoes.
These were all part of Reebok’s Premier Running Series
of premium running products where the brand sold around
one million pairs of footwear in 2007.
At Reebok-CCM Hockey, products launched in 2007 accounted
for 58 % of sales. Only 12 % of sales were generated with
products introduced at least three years ago. In apparel,
Reebok-CCM Hockey launched the Rbk EDGE Uniform System™
in hockey, which was designed in collaboration with NHL teams
and players. This was the fi rst new NHL league jersey in 20 years,
featuring technologically advanced mate rials and fabrics that
are more breathable, more resistant to water absorption and
offer greater range of movement. As a result, all NHL teams
now wear this jersey, and we sold over 700,000 units of this
product in 2007. Due to the different business model for the
Rockport brand with a larger focus on non-athletic styles, the
impact from new styles is signifi cantly lower. As a result, prod-
ucts launched in 2007 accounted for 50 % of sales. Less than
20 % of total sales were generated with products introduced
more than three years ago.
INNOVATION CONTINUES AS KEY SUCCESS FACTOR FOR
TAYLORMADE-ADIDAS GOLF In the TaylorMade-adidas Golf
segment, current products (i. e. products launched in the last
18 months, which is the typical product lifecycle in golf)
represented 75 % of total hardware sales. Products that had
been brought to market three or more years ago accounted for
only 1 %. Major innovations were the r7® SuperQuad drivers
and the Burner® family of metalwoods, which now represent
around 45 % of TaylorMade’s total metalwood offering. adidas
Golf successfully launched a new performance shoe, the
POWERBAND, which incor porates three sophisticated adidas
Golf technologies, and the TOUR360 II, a new version of the
successful TOUR360. These innovative products accounted for
around 40 % of adidas Golf footwear sales in 2007. The Clima
concept was further extended to shorts and pants in adidas
Golf apparel as well as in several launches in the women’s
category and is now included in around 90 % of adidas Golf
apparel products.