Reebok 2009 Annual Report Download - page 100

96 GROUP MANAGEMENT REPORT – OUR GROUP Research and Development
Burner® irons became the number
one selling irons
in the USA soon after
their launch and helped TaylorMade-
adidas Golf take market leadership in
this category in the USA. In addition,
TaylorMade also launched the Penta, the
industry’s first five-layer ball. The ball
targets maximum performance for five
different kinds of shots. Other highlight
launches included the xFT wedge with
Exchangeable Face Technology, allowing
the user to exchange just the club face
instead of purchasing a completely new
club.
Rockport defines truWALK architecture
Due to the different business model for
the Rockport brand as a leather shoe
company, the impact from new styles
is significantly lower compared to our
other brands. Products launched in
2009 accounted for 55% of sales (2008:
57%). 19% of sales were generated with
products introduced three or more years
ago (2008: 12%). In 2009, R&D efforts
concentrated on engineered comfort and
style for the metropolitan professional.
Rockport developed a proprietary archi-
tecture – called truWALK – that works
with the foot’s natural motion, resulting
in a more comfortable, energised stride.
Using adiPRENE® technology by adidas,
truWALK enables a soft heel-strike,
transitioning to a smooth roll through the
arch, and finishing with a forefoot flex for
an energised push-off that helps delay
fatigue.
Reebok-CCM Hockey innovates
in sticks and skates
At Reebok-CCM Hockey, products
launched in 2009 accounted for 59%
of sales in North America (2008: 31%).
Only 10% of sales in this region were
generated with products introduced
three or more years ago (2008: 16%). In
2009, Reebok-CCM Hockey launched the
U+™ Crazy Light Stick made of extremely
light carbon fibre in the shaft which
reduces its weight to 405 grams. The
stick offers more feel, better balance,
quicker reaction time and faster shots.
Also, the U+™ Pro Reloaded Skate was
brought to market. The skate features U
FOAM™, which moulds perfectly to each
individual foot after being heated. This
technology makes the skate the only
product within its industry to offer true fit
customisation.
Ambitious 2010 R&D targets
R&D is crucial for our Group’s success
as we continuously strive to meet and
exceed the expectations of our con-
sumers and customers with respect to
technology and design. The awards we
attained in 2009 are further proof of our
technology leadership within the sport-
ing goods industry see 06. Our Group
remains committed to bringing at least
one new revolutionary technology or
groundbreaking evolution to the market
each year see Group Strategy, p. 52. In
2010, intelligent product technologies
will be at the forefront of adidas R&D
activities as we aim to position the brand
as the technology leader in this rapidly
growing category. Reebok will expand on
the success of the toning category, trans-
ferring its expertise to other categories
beyond Women’s Fitness. TaylorMade-
adidas Golf’s development efforts will
continue to reinforce industry leader-
ship in enhancing performance through
new adjustability features. Rockport will
focus on developing premium materials
tailored to the lifestyle of the brand’s
metro politan professional consumer,
in addition to further refinement of the
truWALK architecture which will be
launched in fall 2010. Reebok-CCM
Hockey will concentrate on bringing
new technologies in sticks and skates
to market that improve performance and
durability at reduced weight.
N °-
06
AWARDS 2009
Product Award Category Brand/Segment
TERREX Mid Fast FM Editor’s Choice Award /
“Outdoor Magazin" Innovation adidas
F50i Plus X Award / Technology contest High Quality and Functionality adidas
adiZero™ Aegis Running Network / Magazine Best Performance Running Shoe adidas
EasyTone™ Go Outside Plus X Award / Technology contest Innovation and Functionality Reebok
adidas TOUR360 4.0 Golf Europe / International
Trade Fair Technology TaylorMade-adidas Golf
Burner® irons International Network of Golf /
Association Product Ingenuity TaylorMade-adidas Golf