Reebok 2008 Annual Report Download - page 127
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adidas Group Annual Report 2008 123
Reebok order backlogs (currency-neutral) 1)
Development by product category and region in %
Europe
North
America Asia Total
Footwear (12) (22) (11) (10)
Apparel (22) (50) (16) (33)
Total 2) (15) (29) (13) (17)
1) At year-end, change year-over-year.
2) Includes hardware backlogs.
Reebok order backlogs (in €) 1)
Development by product category and region in %
Europe
North
America Asia Total
Footwear (18) (19) (7) (11)
Apparel (25) (49) (12) (33)
Total 2) (20) (26) (9) (18)
1) At year-end, change year-over-year.
2) Includes hardware backlogs.
TaylorMade-adidas Golf sales to increase
at a low-single-digit rate
We expect the consolidation of Ashworth, Inc. for the full
12-month period to support a currency-neutral low-single-
digit sales increase at TaylorMade-adidas Golf in 2009. On a
comparable basis, however, excluding Ashworth, sales are
projected to decline despite a strong product pipeline see
TaylorMade-adidas Golf Strategy, p. 056. This will be a result of the
challenging market situation in North America. Because the
order profi le in golf differs from other parts of our Group’s
business, we do not provide order information for TaylorMade-
adidas Golf.
Reebok backlogs decline
Currency-neutral Reebok backlogs at the end of 2008 were
down 17% versus the prior year. In euro terms, this repre-
sents a decline of 18%. Footwear backlogs decreased 10%
in currency-neutral terms (–11% in euros) as a result of
declines in all regions. Apparel backlogs declined 33% on a
currency-neutral basis driven by lower orders for licensed
apparel in particular in North America (– 33% in euros). These
develop ments largely refl ect challenging market conditions in
Reebok’s major markets. Due to the exclusion of the own-retail
business and the high share of at-once business in Reebok’s
sales mix, order backlogs in this segment are not indicative of
expected sales development.
Reebok segment sales to be at least stable
Reebok segment sales are projected to be at least stable
compared to the prior year on a currency-neutral basis in 2009.
The brand’s key focus categories, Women’s Fitness and Men’s
Sport, are expected to develop signifi cantly better compared to
other categories due to new product launches and campaigns
in 2009 see Reebok Strategy, p. 052. In the Classics category,
we will continue to visibly upgrade and improve the brand’s
product offering. The consolidation of sales from Reebok’s new
companies in Latin America for the full twelve-month period is
projected to support revenue development.